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Un exemple de stratégie de renforcement de moyennes entreprises : l'échange relationnel comme moyen de gérer la dépendance économique vis-à-vis des clients

Author

Listed:
  • Nathalie Dubost

    (Laboratoire Orléanais de Gestion)

Abstract

Parmi les options stratégiques des moyennes entreprises (ME), les stratégies de renforcement visant à gérer la dépendance économique vis-à-vis des clients, peuvent s'avérer un facteur de vulnérabilité (Saporta, 1989). La mise en place d'un échange relationnel entre la ME et ses clients relève selon nous, de ce type de stratégie. Après avoir défini l'échange relationnel, cet article présente les résultats d'une étude empirique portant sur les relations de trente ME françaises avec leur plus gros client, appartenant à trois secteurs industriels. Il y apparaît qu'une facette de l'échange relationnel, à savoir le souhait d'établir une relation à long terme, permet aux ME de rendre, à leur tour, leur plus gros client déopendant d'elles-mêmes. En instaurant une dépendance mutuelle, l'échange relationnel rend ainsi caduc le lien entre dépendance économique et vulnérabilité de la ME.

Suggested Citation

  • Nathalie Dubost, 1997. "Un exemple de stratégie de renforcement de moyennes entreprises : l'échange relationnel comme moyen de gérer la dépendance économique vis-à-vis des clients," Working Papers 1997-2, Laboratoire Orléanais de Gestion - université d'Orléans.
    • Handle: RePEc:log:wpaper:1997-2
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    References listed on IDEAS

    as
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