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La méthode des scénarios : une méthode qualitative innovante pour le marketing. Application au comportement éthique du vendeur en B to B

Author

Listed:
  • Laure Lavorata

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Jean-Jacques Nillès

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Suzanne Pontier

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Cet article présente une méthode qualitative peu utilisée : la méthode des scénarios. Cette méthode, qui consiste à questionner des praticiens sur des situations professionnelles concrètes, permet d'évaluer leur perception de ces situations et apporte ainsi une information riche sur les problèmes rencontrés par les opérationnels dans la mise en œuvre de la politique commerciale de l'entreprise. L'application de la méthode des scénarios à l'analyse du comportement éthique du vendeur en B to B, permet de décrire ses trois principales étapes méthodologiques et montre sa pertinence.

Suggested Citation

  • Laure Lavorata & Jean-Jacques Nillès & Suzanne Pontier, 2005. "La méthode des scénarios : une méthode qualitative innovante pour le marketing. Application au comportement éthique du vendeur en B to B," Post-Print halshs-02915761, HAL.
    • Handle: RePEc:hal:journl:halshs-02915761
    DOI: 10.7193/DM.037.67.75
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    Cited by:

    1. Laure Lavorata & Angélique Maquart, 2020. "Ethical dilemmas and ethical climate in health organisations: a study of health managers," Post-Print hal-03100698, HAL.
    2. Eric Julienne & Annie Banikema, 2014. "Is it enough to be customer oriented? The ethical use of social influence principles for selling [Suffit-il d'être orienté client ? L'utilisation éthique des principes d'influence sociale dans la v," Grenoble Ecole de Management (Post-Print) hal-02956892, HAL.

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