[ Collaboration inter-organisationnelle : Une explication par l’approche éthique - Cas des entreprises de service au Maroc ]
Volume 23, Issue 2, May 2018, Pages 131–138
Jamila JOUALI1
1 Université Hassan 2, Ecole Supérieure de Technologie, LAREMO, Casablanca, Maroc
Original language: French
Copyright © 2018 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The search for long-term relationships with the customer is only a fashionable precept presenting a contingent phenomenon, as evidenced by the frequent use of this concept, to analyze the inter-organizational relations, in different fields of psycho-sociological, strategic sciences and marketing. These observations prompt us to ask the following question: Are there economic reasons for inter-organizational collaboration? Is it a new marketing mode or is it just a formula invented and popularized by academia? The purpose of this work is to specify the concepts of ethical and relational links in a marketing perspective, on the one hand, and to analyze its role in the management of the inter-organizational relationship on the other hand. Through a study conducted in the services sector, we will seek to explore the relational antecedents that can help explain this new collaborative trend of companies based on two theoretical approaches: ethics and relational.
Author Keywords: Collaboration, Ethical bonds, bonds Relationship, B to B, Service Company.
Volume 23, Issue 2, May 2018, Pages 131–138
Jamila JOUALI1
1 Université Hassan 2, Ecole Supérieure de Technologie, LAREMO, Casablanca, Maroc
Original language: French
Copyright © 2018 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The search for long-term relationships with the customer is only a fashionable precept presenting a contingent phenomenon, as evidenced by the frequent use of this concept, to analyze the inter-organizational relations, in different fields of psycho-sociological, strategic sciences and marketing. These observations prompt us to ask the following question: Are there economic reasons for inter-organizational collaboration? Is it a new marketing mode or is it just a formula invented and popularized by academia? The purpose of this work is to specify the concepts of ethical and relational links in a marketing perspective, on the one hand, and to analyze its role in the management of the inter-organizational relationship on the other hand. Through a study conducted in the services sector, we will seek to explore the relational antecedents that can help explain this new collaborative trend of companies based on two theoretical approaches: ethics and relational.
Author Keywords: Collaboration, Ethical bonds, bonds Relationship, B to B, Service Company.
Abstract: (french)
La recherche des relations durables avec le client n’est qu’un précepte à la mode présentant un phénomène contingent, comme en témoigne l’utilisation fréquente de ce concept, pour analyser les relations inter-organisationnelles, dans différents champs des sciences psychosociologiques, stratégiques et marketing. Ces constats nous incitent à poser la question suivante : Y a-t-il des raisons économiques qui poussent à la collaboration inter organisationnelle ? Est-elle une nouvelle mode du marketing ou est-ce juste une formule inventée et popularisée par le milieu universitaire ? L’objectif de ce travail est de spécifier les concepts des liens éthiques et relationnels dans un optique marketing, d’une part, et d’analyser son rôle dans la gestion de la relation inter-organisationnelle de l’autre part. A travers une étude menée dans le secteur des services, nous allons chercher d’explorer les antécédents relationnels qui peuvent contribuer à expliquer cette nouvelle tendance collaborative des entreprises en se basant sur deux approches théoriques : éthique et relationnelle.
Author Keywords: Collaboration, liens éthiques, liens relationnels, B to B, Entreprise de service.
How to Cite this Article
Jamila JOUALI, “Inter-organizational collaboration: An explanation by the ethical approach - Case of service companies in Morocco,” International Journal of Innovation and Applied Studies, vol. 23, no. 2, pp. 131–138, May 2018.
