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La segmentation dans les entreprises travaillant par affaires : L'exemple de Spie Batignolles dans le secteur du BTP

Author

Listed:
  • Maurice Guillou

    (Spie Batignolles Immobilier et Spie Concessions)

  • Florence Crespin-Mazet

    (EM - EMLyon Business School)

  • Robert Salle

    (EM - EMLyon Business School)

Abstract

L'utilisation de méthodes de segmentation dans des secteurs fonctionnant par affaires comme le bâtiment et les travaux publics n'est pas simple. Les entreprises privilégient le plus souvent les approches transactionnelles et de court terme centrées sur chaque affaire, le prix le plus bas devenant l'enjeu dominant. Depuis la fin des années 90, les entreprises du BTP questionnent leurs pratiques et cherchent à évoluer vers une plus grande coopération avec les clients sur les affaires qui le permettent. Le recours à des méthodes de segmentation relativement élaborées est au cœur de ces évolutions. L'exemple de Spie Batignolles est utilisé pour illustrer les méthodes de segmentation mises en œuvre.

Suggested Citation

  • Maurice Guillou & Florence Crespin-Mazet & Robert Salle, 2003. "La segmentation dans les entreprises travaillant par affaires : L'exemple de Spie Batignolles dans le secteur du BTP," Post-Print halshs-02919685, HAL.
    • Handle: RePEc:hal:journl:halshs-02919685
    DOI: 10.7193/DM.031.63.71
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