Enrichir l’analyse des relations client-fournisseur par la motivation : le cas d’un équipementier automobile

Natacha TREHAN

doi:10.53102/2011.30.01.805

Auteurs

Natacha TREHAN IAE de Grenoble

DOI :

https://doi.org/10.53102/2011.30.01.805

Mots-clés :

Relation client-fournisseur, Motivation, Attractivité, Satisfaction, Partenariat

Résumé

L'importance des relations collaboratives comme source d'avantage concurrentiel est largement reconnue. L'enjeu est de déterminer quels facteurs influencent la qualité de la coopération. Cet article montre que l'analyse du niveau de motivation du fournisseur permettrait à l'entreprise acheteuse de mieux appréhender et gérer la relation. Une matrice d'aide à la décision est proposée. Cette recherche se fonde sur deux études de cas dans l'industrie automobile.

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