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Le repositionnement du rôle de l'encadrement commercial intermédiaire : une approche par les représentations

Abstract : Nowadays, what is exactly the role of commercial middle managers in sales forces? The answer is frequently searched in Anglo-Saxon models or experiences. But when managers and their hierarchy try to define this major role for a firm, different representations are obtained due to conflicting expectations. A new explanation can be found for important dysfunctions of commercial performance, and about operational managers' unease.
Our theoretical constructs, methodological processes and empirical study are presented. We want to show that if these representations are divergent because of their central elements, important commercial problems can appear. In order to reposition the practised role of middle managers we thus need to reposition their representations of their role. Beyond the cultural differences sometimes suggested, this approach uses new items, built with several representations of the same professional role. Their gaps appear in the results of the study which have been realised within a French sales force.
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https://tel.archives-ouvertes.fr/tel-00009579
Contributor : Pascal Brassier <>
Submitted on : Thursday, December 1, 2005 - 8:21:53 AM
Last modification on : Monday, October 19, 2020 - 10:54:36 AM
Long-term archiving on: : Monday, September 20, 2010 - 1:11:16 PM

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  • HAL Id : tel-00009579, version 2

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Pascal Brassier. Le repositionnement du rôle de l'encadrement commercial intermédiaire : une approche par les représentations. Gestion et management. Université d'Auvergne - Clermont-Ferrand I, 2004. Français. ⟨tel-00009579v2⟩

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