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Les nouvelles aides à la vente et à l'achat : définition, état de l'art et proposition d'une taxinomie

Author

Listed:
  • Marie Beck

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Dominique Crié

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

L'introduction de nouveaux outils dans le processus d'achat du consommateur s'est accélérée ces cinq dernières années. Le développement des terminaux mobiles et de stratégies omnicanales des entreprises favorisent la diversité de ces supports mis à disposition du vendeur et/ou du consommateur. L'objectif de cet article est d'en établir une taxinomie robuste permettant aux chercheurs d'étendre les résultats de leurs travaux et aux managers d'identifier les différents types de NAVA (Nouvelles Aides à la Vente et à l'Achat), et ainsi d'adopter le ou les outil(s) le(s) plus cohérent(s) par rapport à la stratégie de leur entreprise.

Suggested Citation

  • Marie Beck & Dominique Crié, 2015. "Les nouvelles aides à la vente et à l'achat : définition, état de l'art et proposition d'une taxinomie," Post-Print hal-01563047, HAL.
    • Handle: RePEc:hal:journl:hal-01563047
    DOI: 10.7193/dm.079.131.150
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    Cited by:

    1. Lionel Nicod & Sylvie Llosa, 2018. "How should customers be trained in their role as coproducers? The influence of training and its characteristics on the benefits of coproduction," Post-Print hal-03513344, HAL.

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