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Les représentations managériales des compétences du consommateur : la co-création de valeur est-elle toujours possible ? Le cas des consommateurs d'énergie

  • Audrey Bonnemaizon

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Wided Batat


    (COACTIS - UL2 - Université Lumière - Lyon 2 - Université Jean Monnet - Saint-Etienne)

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    This article discuses the notion of value co-creation carried by the current of Service-Dominant Logic (S-DL) and the concept of consumer competence it suggests. This critical approach is illustrated by the results of a longitudinal study based on phenomenological interviews with EDF Group (Electricity of France) employees. The main objective is to determine the way EDF Group employees perceive the competencies of their consumers. The data analysis reveals four figures illustrating each customer's dimensions of competency or incompetency as perceived by managers: myopic, ignorant, uncreative and organizer of company resources. Although, the holders of the S-DL argue that the consumer is always competent, the results show that the consumer is not competent, or at least partly only if his competencies are recognized by the company: the implementation of a customer co-orientation policy is thereby affected.

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    Paper provided by HAL in its series Post-Print with number halshs-00597672.

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    Date of creation: 18 May 2011
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    Publication status: Published in Association Française de Marketing, May 2011, Bruxelles, Belgium. pp.1-22, 2011
    Handle: RePEc:hal:journl:halshs-00597672
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    1. Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Kates, Steven M., 2007. "When customers get clever: Managerial approaches to dealing with creative consumers," Business Horizons, Elsevier, vol. 50(1), pages 39-47.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    3. Thompson, Craig J & Locander, William B & Pollio, Howard R, 1989. " Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 133-46, September.
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