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Contribution à la connaissance de la mise en oeuvre du concept marketing en PME manufacturières : le cas du développement de produits

Abstract : In order to further research in the field of marketing concept and its implementation in SME'S, it is first necessary to define it. As we see it, the implementation of the marketing concept implies a three-fold course of action: gather information about the market, take the data collected into account, involve the whole staff of the company. A study of SME'S points to four specific features, though many differences can be observed: a relatively small size, personalized management, a flexible structure and uncontrolled environment. The three main problems underlying this research are the feasibility to implement the marketing concept in SME'S the existence of factors of difference and interaction with performance. The first part gradually establishes the framework of this research. In chapter 1, a synthetic, critical analysis of the literature on the subject leads to an exploratory, positive, empirico-inductive approach. In chapter 2 a methodological and conceptual framework is developped in the specific context of the development of products in manufacturing industries. The implementation is both quantitative and qualitative. the second part mainly deals with empirical results. First it lists quantitative and qualitative results showing how the marketing concept can be implemented in SME'S. Then factors of difference in implementing this marketing concept in SME'S and interaction with performance are studied in the two subsequent chapters. Finally, this work sheds light on concepts, methods and implementation while its limits point to new directions for further research.
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Submitted on : Tuesday, April 24, 2018 - 4:04:55 PM
Last modification on : Tuesday, February 23, 2021 - 2:02:29 PM

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Jean-Luc Herrmann. Contribution à la connaissance de la mise en oeuvre du concept marketing en PME manufacturières : le cas du développement de produits. Gestion et management. Université Nancy 2, 1995. Français. ⟨NNT : 1995NAN22018⟩. ⟨tel-01776680⟩



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