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dc.contributor.authorCadenat, Sandrine*
dc.contributor.authorBonnemaizon, Audrey*
dc.contributor.authorBenoît-Moreau, Florence*
dc.contributor.authorRenaudin, Valérie*
dc.date.accessioned2014-04-01T10:12:34Z
dc.date.available2014-04-01T10:12:34Z
dc.date.issued2013
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/13007
dc.description.abstractfrLa participation du consommateur aux différentes phases du processus de production d'un produit ou service se développe aujourd'hui sous des formes variées, des plus ordinaires aux plus créatives. Dans ce contexte, cet article tente de clarifier la définition de la participation du consommateur, puis propose une classification des pratiques de participation fondée sur deux dimensions : les ressources à mobiliser et la motivation à participer. Cette matrice offre aux managers une grille d'analyse de leurs dispositifs de participation, ainsi que ceux de leurs concurrents, au travers du prisme du rôle attribué au client. Des pistes de réflexion sont ensuite adressées aux enseignes souhaitant développer la dimension participative de leurs dispositifs de gestion de la relation client.en
dc.language.isofren
dc.subjectparticipation du consommateuren
dc.subjectmarketing collaboratifen
dc.subjectressourcesen
dc.subjectCustomer participationen
dc.subjectco-productionen
dc.subjectcollaborative marketingen
dc.subjectresourcesen
dc.subjectmotivationsen
dc.subject.ddc658.8en
dc.subject.classificationjelD.D1.D19en
dc.subject.classificationjelL.L2.L23en
dc.subject.classificationjelM.M3.M31en
dc.titleRegards sur la co-production du client : comment les entreprises nous font-elles participer ?en
dc.title.alternativeA closer look at clients' co-production: How firms have us participating?en
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenConsumer participation in the different steps of products or services' production process is developing following many directions, from the most ordinary to the most creative ones. In this context, the present paper tries to clarify the definition of consumer participation and proposes a typology of consumer participation practices based on two dimensions: consumer resources needed and motivations. This matrix offers a framework for managers to analyze their current and future devices, as well as those of their competitors, through the prism of the role assigned to the customer. Finally, implications and guidelines are addressed to firms willing to develop the participatory dimension of their customer relationship management.en
dc.relation.isversionofjnlnameDécisions Marketing
dc.relation.isversionofjnlissue70en
dc.relation.isversionofjnldate2013
dc.relation.isversionofjnlpages9-24en
dc.relation.isversionofjnlpublisherAssociation française du marketingen
dc.subject.ddclabelMarketingen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.audienceNational
hal.person.labIds*
hal.person.labIds*
hal.person.labIds1032*
hal.person.labIds1032*
hal.identifierhal-01630401*


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