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Les fonctions commerciales au cœur de l'évolution des intermédiaires du BtoB ? Une étude exploratoire

Abstract : The BtoB intermediaries sector is seldom studied by management sciences. The rare works about this topic yet agree on the fact that this sector is undergoing noticeable evolutions. These evolutions are likely to impact the management of sales and marketing human resources. This article focuses on this specific issue. Building on a framework adapted from the human resources management literature, the discourses of twelve actors from the BtoB commercial functions are analyzed. The authors highlight several elements tending to prove that indeed, these functions - more or less easily - support the evolutions of their companies. These elements are presented as possible avenues for further research.
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https://halshs.archives-ouvertes.fr/halshs-00975089
Contributor : Laurent Giraud Connect in order to contact the contributor
Submitted on : Monday, April 7, 2014 - 6:23:51 PM
Last modification on : Thursday, March 31, 2022 - 5:58:01 PM

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Laurent Giraud, Catherine Pardo. Les fonctions commerciales au cœur de l'évolution des intermédiaires du BtoB ? Une étude exploratoire. Management & Avenir, INSEEC/Management Prospective Ed. 2012, 2012/1 (51), pp.167-185. ⟨10.3917/mav.051.0167⟩. ⟨halshs-00975089⟩

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