Les régions construisent leur avantage économique en s'appuyant sur leur capacité à mobiliser et à canaliser les connaissances. L'enjeu de cette recherche est de comprendre la dynamique à l’œuvre dans les relations inter-acteurs qui explique la sous-performance des uns ou les capacités créatives des autres par le biais de la diffusion de connaissances ou de l'apprentissage. L'enjeu est de cerner la manière dont les individus, les firmes et les institutions interagissent ainsi que les effets de leur interaction sur la performance régionale en matière d'innovation. Nous proposons d'approcher ce sujet d'étude sous l'angle de la théorie des conventions, en explorant d'autres dimensions importantes de la créativité et de l'apprentissage, particulièrement en articulant les notions de confiance et de croyance. Les individus agissent et interagissent dans un contexte social régi par des conventions. Une action ne peut s'effectuer sans l'existence d'un certain nombre de conventions. Un des problèmes majeurs des conventions est qu'elles limitent souvent l'ensemble d'actions possibles. Elles structurent et contraignent l'action. Elles ne sont pas sans lien avec les notions de confiance et de croyance en question. / Regions build their economic advantage in relying on their ability to mobilize and channel knowledge. The aim of this research is to understand the dynamics at work in the inter-actor relationship which explains the underperformance of some actors or the creative abilities of others through dissemination of knowledge or learning. The challenge is to identify how individuals, firm sand institutions interact and the effects of their interaction on regional performance in terms of innovation. We propose to approach this subject of study under angle of conventions theory, exploring other important dimensions of creativity and learning, particularly by articulating the notions of trust and belief. lndividuals act and interact in a social context governed by conventions. An action can not take place without the existence of some number of conventions. One major problem of conventions is that they often limit the set of possible actions. They structure and constrain action. They are not unrelated to the notions of trust and belief in question.

The submitted diploma thesis talks about evolutionary stage of classical CRM solution called Social CRM (also known as CRM 2.0 or SCRM). The goal of this work is to map a current offer at the market with SCRM and to compare it with the demand of Czech companies. The theoretical part explains all the basic terms associated with the topic, a short history and current evolution on the market. The work also identifies summary of various groups of Social CRM tools, which are currently widely used and tries to outline their functions. The main part of the study is the practical section which contains two kinds of surveys. First is devoted to Social CRM in terms of current and potential users of social networks for small and medium-sized enterprises in Czech Republic. The goal of the second survey is to discover the current situation and future evolution of Social CRM among suppliers of ERP solu-tions. Results from these two surveys are presented and widely discussed.

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