Quel rôle pour le management stratégique et la gestion opérationnelle de la relation client dans les PME en hypercroissance ?

Laure Ambroise () and Isabelle Prim-Allaz ()
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Laure Ambroise: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Isabelle Prim-Allaz: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Hypergrowth requires specific organisational capabilities in order to manage continuous changes following the firm development. New organisational forms, as well as new management practices are necessary in order to maintain a fast growth over a long period of time. This paper proposes a state of the art which demonstrates the key role of relationship marketing and CRM for fast growing SMEs in order to maintain their growth or to consolidate their positions. Key-words: hyper-growth ; fast-growth ; CRM, relationship marketing

Keywords: hyper-growth; fast-growth; relationship marketing; hypercroissance; CRM; GRC; marketing relationnel (search for similar items in EconPapers)
Date: 2009-05
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470567
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Published in 25 ème Congrès international de l'Association Française du Marketing, May 2009, Londres, Royaume-Uni. pp.CD Rom

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