Le client « acteur » de l'organisation. Enjeux et perspectives pour les sciences de gestion

Aurélien Rouquet, Fanny Reniou and Kiane Goudarzi

Revue française de gestion, 2013, vol. N° 234, issue 5, 85-98

Abstract: There are many strands of marketing research that stress the increasingly active role played by customers within organizations. This role of the customer as an actor raises several questions for Management Science. This article discusses five of these questions: 1) the functions that customers can carry out in organizations; 2) the configurations that organizations can adopt to act with their customers; 3) the performance of organized action carried out with customers; 4) the techniques that can be used to manage customers; 5) the strategic issues raised by the active role of the customers within organizations.

Date: 2013
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