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Mesure du succès des relations verticales au sein du canal marketing: revue de la littérature

Author

Listed:
  • Gwenaëlle Nogatchewsky

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Carole Donada

    (ESSEC Business School, ESSEC Business School)

Abstract

Cet article propose une synthèse des vingt dernières années de recherches empiriques sur les relations client-fournisseur au sein du canal marketing. Il met en évidence la prépondérance des quatre approches théoriques les plus testées par les chercheurs et quatre dimensions empiriques du succès : la performance économique, la coopération harmonieuse, la satisfaction et l'évolution de la coopération.

Suggested Citation

  • Gwenaëlle Nogatchewsky & Carole Donada, 2005. "Mesure du succès des relations verticales au sein du canal marketing: revue de la littérature," Post-Print halshs-00145132, HAL.
    • Handle: RePEc:hal:journl:halshs-00145132
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00145132
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