Les fonctions commerciales au cœur de l'évolution des intermédiaires du BtoB ? Une étude exploratoire

Laurent Giraud () and Catherine Pardo
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Laurent Giraud: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, EM - EMLyon Business School
Catherine Pardo: EM - EMLyon Business School

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Abstract: The BtoB intermediaries sector is seldom studied by management sciences. The rare works about this topic yet agree on the fact that this sector is undergoing noticeable evolutions. These evolutions are likely to impact the management of sales and marketing human resources. This article focuses on this specific issue. Building on a framework adapted from the human resources management literature, the discourses of twelve actors from the BtoB commercial functions are analyzed. The authors highlight several elements tending to prove that indeed, these functions - more or less easily - support the evolutions of their companies. These elements are presented as possible avenues for further research.

Keywords: intermédiation BtoB; gestion des ressources humaines commerciales et marketing (search for similar items in EconPapers)
Date: 2012
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Published in Revue management & avenir, 2012, 2012/1 (51), pp.167-185. ⟨10.3917/mav.051.0167⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00975089

DOI: 10.3917/mav.051.0167

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