Client «exécutant», «assistant marketing opérationnel», « relais» ou «apporteur de solutions»: Dis-moi ce que tu fais,je te dirai qui tu es!

Audrey Bonnemaizon (), Sandrine Cadenat (), Florence Benoit-Moreau and Valérie Renaudin
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Audrey Bonnemaizon: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Sandrine Cadenat: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Florence Benoit-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Renaudin: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Since a long time, companies have tried to involve the consumer in the production of service. These approaches are developing fastly and advocate for a new vision of consumers, not as passive receptacles for offerings but as true market partners. Participation is a relatively recent area of research, both in marketing and sociology of consumption, but it seems, however, important to re-articulate the various theoretical fields in order to better understand the mechanisms set up by companies and interest that customers can withdraw. This research shows four figures of consumers: the worker customer, the marketing assistant, the relay and the provider of solutions. It specifies its role in creating the expected service

Keywords: rétributions du consommateur; figure du consommateur; participation client (search for similar items in EconPapers)
Date: 2012
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Published in Revue management & avenir, 2012, 2012/2 (52), pp.175-193. ⟨10.3917/mav.052.0175⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01135359

DOI: 10.3917/mav.052.0175

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