Contribution à l’analyse des facteurs explicatifs de la performance des commerciaux en matière de veille marketing : esquisse d'un cadre conceptuel

Abstract : In the context of ever stiffer competition, ever better informed customers, and products becoming ever more undistinguishable, it is increasingly difficult for companies to sell their products and services and maintain a sustainable competitive advantage. Hence the need for them to have access to a proper perception of the evolutions, movements and practices of the main actors in their environment. Tools such as economic intelligence and market intelligence make it possible to respond to the aforementioned challenges. Among the actors likely to take on an important role in this field is the sales force, as an interface between the market and the company. Although salespeople are increasingly considered as veritable vectors of information in the field, the study of the factors that determine their performance in that sense has received little attention until now. In this context, the objective of this thesis is to propose a model analyzing the main factors likely to influence the performance of sales people in terms of market intelligence. The basic hypothesis of this model relies on the existence of two main categories of factors likely to favor the performance of sales people in terms of passing on field information on a regular basis (market intelligence): first, factors which are specific to salespeople, and second, factors linked to the management of the sales force.
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Thomas Majd. Contribution à l’analyse des facteurs explicatifs de la performance des commerciaux en matière de veille marketing : esquisse d'un cadre conceptuel. Economies et finances. Université Sorbonne Paris Cité, 2015. Français. ⟨NNT : 2015USPCD075⟩. ⟨tel-01982995⟩

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