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Les Relations Humaines Buyer-Seller Et La Digitalisation « Acceleree » : Le Point De Vue Des Dirigeants Commerciaux Sur L'Equilibre, La Valeur Humaine Relationnelle, L'Accompagnement Et L'Engagement

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  • Geneviève Winninger Lemarquis

    (IAE Paris - Sorbonne Business School)

Abstract

L'accélération de la digitalisation a indéniablement impacté les relations Buyer-Seller (B-S) sur le marché du B2B. En nous recentrant sur la place de l'humain, nous visons à cerner l'intensité de cet impact sur les synergies et interactions B-S, les valeurs véhiculées, ainsi que leurs manifestations concrètes sur l'ensemble du Buying Journey. L'étude qualitative réalisée auprès de dirigeants commerciaux décisionnaires-industriels (Sellers) et distributeurs (Buyers) met en exergue la recherche d'équilibre entre relation humaine et digitalisation pour plus de synergie ainsi que le plébiscite de la valeur relationnelle humaine se traduisant par l'accompagnement et l'engagement, éléments clés de la réussite de ces relations.

Suggested Citation

  • Geneviève Winninger Lemarquis, 2021. "Les Relations Humaines Buyer-Seller Et La Digitalisation « Acceleree » : Le Point De Vue Des Dirigeants Commerciaux Sur L'Equilibre, La Valeur Humaine Relationnelle, L'Accompagnement Et L'Engagement," Post-Print hal-03661232, HAL.
    • Handle: RePEc:hal:journl:hal-03661232
    Note: View the original document on HAL open archive server: https://hal.science/hal-03661232
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    Keywords

    accompagnement; Buying journey B2B; digitalisation; synergie; Relation Buyer-Seller; digitalisation; synergie;
    All these keywords.

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