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Paper info: Staging the end-user in B2B


Staging the end-user in B2B


Catherine Pardo
EM Lyon
Catherine Pardo and Elsa Dessaigne

Place of Publication

The paper was published at the 32nd IMP-conference in Poznan, Poland in 2016.


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"An increasing number of business companies are now talking about the end-user as a sort of ""new frontier"" on the optimal development of B2B marketing. Though referring to downstream customers is common in B2B exchanges, few works have focused on how B2B companies deal with - or not… - an end-user who is definitely a person. Our purpose with this paper is twofold. First, we propose describing the different ""images"" of the end-user that B2B actors are building. Second, we try to identify how these different images of the end-user are helping the different actors to reach or maintain a specific position in the network. The work is based on an in-depth analysis of the French electrical equipment distribution sector. "