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

Author

Listed:
  • 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)

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

Suggested Citation

  • Laure Ambroise & Isabelle Prim-Allaz, 2009. "Quel rôle pour le management stratégique et la gestion opérationnelle de la relation client dans les PME en hypercroissance ?," Post-Print halshs-00470567, HAL.
    • Handle: RePEc:hal:journl:halshs-00470567
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470567
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