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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 - Université Paris XII Val de Marne : EA2354 - Université Paris-Est)

  • Wided Batat

    ()

    (COACTIS - Université Lumière - Lyon II : EA4161 - Université Jean Monnet - Saint-Etienne)

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    Cet article discute la notion de co-création de valeur portée par le courant de la Logique Dominante de Service (S-DL) et le concept de compétence du consommateur qu'elle suggère. Cette approche critique est illustrée par les résultats d'une étude longitudinale basée sur des entretiens phénoménologiques avec des employés d'EDF (Electricité de France) dont l'objectif principal est de déterminer dans quelle mesure les consommateurs sont perçus par ces derniers en termes de compétences. L'analyse des données révèle quatre figures du client illustrant chacune les dimensions des compétences ou des incompétences des clients perçues par les managers : le client myope, ignorant, non créatif et organisateur des ressources de l'entreprise. Bien que les tenants de la S-DL plaident en faveur d'un consommateur toujours compétent et que les discours sur le " nouveau consommateur " prolifèrent depuis quelques années, l'article suggère que la mise en œuvre d'une orientation co-création suppose la reconnaissance préalable de la compétence du consommateur par l'entreprise. Une reconnaissance qui n'est pas toujours une évidence.

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    Date of creation: 18 May 2011
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    Publication status: Published - Presented, Association Française de Marketing, 2011, Bruxelles, Belgium
    Handle: RePEc:hal:journl:halshs-00597672
    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00597672/en/
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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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