Processus de reprise de contrôle d’un client en situation d’extrême dépendance sur un fournisseur stratégique: le cas Orange-Apple

Natacha Trehan and Cyril Pourrat

ACCRA, 2016, vol. 22, issue 2, 11-37

Abstract: This paper presents the findings of a three and a half year participatory study within the company Orange, and focuses on its efforts to recover control of its mobile handset supplier Apple. Apple is both an indispensable supplier and a competitor, impacting Orange?s value creation and business model. As a consequence, Orange is extremely dependent on Apple. In this context, modes of control identified in the inter-organizational literature (social and relational control, non-coercive strategies) appear inapplicable. The case study is based on a story-telling approach. In such a highly complex situation, the control recovery process is achieved by trial and error, and Orange implements what we call preemptive process control.

Keywords: inter-organizational control; supplier control; extreme customer dependence (search for similar items in EconPapers)
Date: 2016
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