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Les négociateurs commerciaux et les réseaux sociaux : de l'usage intuitif à l'outil de gestion

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  • Pascal Brassier

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

Abstract

Le négociateur commercial, par son rôle-frontière, est en forte interaction avec l'intérieur comme l'extérieur de son organisation. La négociation est pourtant peu étudiée en tant que processus social dynamique [JÖN 05], alors que, par ailleurs, le développement théorique du marketing relationnel confirme l'intérêt d'étudier le comportement social des négociateurs et son impact sur leur activité. Une économie moderne de la connaissance [FOR 00] doit conduire les entreprises à compter sur leurs négociateurs pour sélectionner les informations complexes dont elles ont besoin, et pour mener les processus de décision à leur terme, dans un environnement très incertain, compétitif et réactif [ADL 02]. Les notions de capital social et de réseau social permettent ainsi une relecture le rôle du négociateur commercial, utilisateur naturel des réseaux sociaux. Il importe notamment de savoir comment il construit et exploite son « carnet d'adresses », comment il conçoit son approche relationnelle des affaires, ou comment il se positionne entre relations personnelles, professionnelles et organisationnelles. Le propos d'étape qui suit précède un programme de recherche dédié au capital social des acteurs commerciaux et à ses stratégies d'activation. L'étude de plusieurs cas et entretiens confirme l'intérêt des professionnels pour ce thème. Plusieurs points doivent cependant être discutés pour structurer une étude généralisée à l'échelle nationale.

Suggested Citation

  • Pascal Brassier, 2008. "Les négociateurs commerciaux et les réseaux sociaux : de l'usage intuitif à l'outil de gestion," Post-Print hal-02382951, HAL.
    • Handle: RePEc:hal:journl:hal-02382951
    Note: View the original document on HAL open archive server: https://uca.hal.science/hal-02382951
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    References listed on IDEAS

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