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Vers une analyse des enjeux et des pratiques de la gestion de la relation avec l'actionnaire individuel

Author

Listed:
  • Jean-François Lemoine

    (CRGNA - Centre de Recherche en Gestion Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Stéphane Onnee

    (IAE Dijon - Institut d'Administration des Entreprises (IAE) - Dijon - UB - Université de Bourgogne)

Abstract

L'objectif de cet article vise à identifier, à partir d'entretiens menés auprès de différentes sociétés françaises cotées, les enjeux et les pratiques de gestion de la relation avec les actionnaires individuels ainsi que les perceptions associées. En nous référant au cadre du marketing relationnel, nous expliquons, d'une part, en quoi la gestion de l'actionnariat individuel peut être assimilée à la gestion d'un client et, d'autre part, comment et pourquoi les entreprises utilisent cette population d'actionnaires comme une clientèle cible.

Suggested Citation

  • Jean-François Lemoine & Stéphane Onnee, 2003. "Vers une analyse des enjeux et des pratiques de la gestion de la relation avec l'actionnaire individuel," Post-Print halshs-02919677, HAL.
    • Handle: RePEc:hal:journl:halshs-02919677
    DOI: 10.7193/DM.031.25.37
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    Cited by:

    1. Nathalie Duran, 2011. "Chapitre 8 - L'Actionnaire client et la création de valeur," Post-Print hal-01802990, HAL.

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