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La pratique de « l’orientation client ». Le cas de Findus

Author

Listed:
  • Gaêl Bonnin

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Sylvie Jean

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

Abstract

La construction d'une orientation client est une source de performance pour les entreprises. Toutefois, sa mise en pratique a été peu étudiée. Le cas de l'entreprise Findus offre une illustration des actions pouvant être entreprises pour renforcer et maintenir une orientation client, en soulignant trois points-clés : le discours militant des dirigeants, l'utilisation des études qualitatives pour construire une représentation partagée du marché et la construction d'une position proactive du marketeur vis-à-vis des clients.

Suggested Citation

  • Gaêl Bonnin & Sylvie Jean, 2010. "La pratique de « l’orientation client ». Le cas de Findus," Post-Print halshs-02913231, HAL.
    • Handle: RePEc:hal:journl:halshs-02913231
    DOI: 10.7193/DM.059.67.70
    as

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