Catherine Pardo

Catherine Pardo
emlyon business school | EMLYON · Marketing

Professor

About

65
Publications
13,870
Reads
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1,422
Citations
Introduction
My research activities are mainly articulated around the issue of business to business relationships. In particular I'm interested in relationships between a company and its key accounts and also relationships with BtoB distributors. More recently, I started considering BtoB relationships when they are transformed by thedigital technology an in particular by the presence of 'smart business objects' like smart machines and smart equipments...

Publications

Publications (65)
Article
In industrial business-to-business (B2B) markets, physical entities (such as products, machines, materials, or other objects) are increasingly connected among each other. This Industrial Internet of Things (IIoT) is quickly developing thanks to advances in fields such as information systems, factory digitalization, data sciences, robotics. Thus, in...
Article
Purpose of this study is to provide a framework which helps to understand how a business-to-business company can use the social media to ‘strategize’ by making other business actors share meanings about the position this company wants to occupy. We use LDA topic modelling on a large sample of tweets (N = 1,059,731) by 16 business-to-business compan...
Article
B2B literature widely agrees that value is co-created through network dynamics. The Network Orchestration concept draws our attention to practices that allow the assembling and management of a network for value creation and value capture. Among these orchestration practices, some aim at bringing actors together, while others seek to align the behav...
Article
The business world is experiencing a shift away from ‘physicality’ due to the ubiquitous growth of the service sector and a progressive shift from selling product to offering service. Yet, at the same time, with regard to technology-based phenomena such as the Internet of Things (IoT), it is physical products equipped with sensors that are at the c...
Article
Managing business relationships requires that boundary-spanning actors, such as key account managers, perform their task at the interface between two relational networks, the internal firm network and the network on the side of the key account. Several streams of research have suggested that similar situations raise questions of identification, but...
Article
Key account management (KAM) is an approach to sales management in which customers with high strategic importance for a company are identified and receive particular management attention. Selecting KAs is one of the most fundamental processes in KAM. This research aims to provide a detailed understanding of the nature of KA selection. Our qualitati...
Article
Managing business to business (B2B) customer relationships has become an issue of ecosystem orchestration rather than one of managing a dyadic exchange. A systemic perspective of managing B2B relationships thus recognizes that many more actors than the buyer and the seller are involved. This is particularly the case when it comes to the management...
Article
A company's ability to change its position (its relationships with others) depends on a shared interpretation among business network actors of what the company wants to do. The purpose of this study is to examine change in the position of actors in a business network setting. We use the institutional work approach to understand positioning in a bus...
Article
Firms manage numerous inter-organizational relationships. Key account management (KAM) is a concept used to manage a specific subset of these relationships, i.e. a supplier firm's relationships with strategically important customers. Scholars have studied different elements of KAM such as actors, resources, or relationships. Surprisingly few studie...
Article
This paper examines the impact of digitalization - the adoption of Internet-connected digital technologies and applications by companies - on B2B exchanges. While B2C exchanges are the subject of numerous studies on the transformations brought by the digital technologies, B2B exchanges are far less analyzed. Building on a conceptualization of excha...
Article
Today, many firms develop and implement key account management (KAM) programs to manage the relationships with strategically important customers. The implementation of KAM programs requires the configuration of special activities, actors, and resources dedicated to key accounts, which poses major challenges for managerial practice. Firms often unde...
Research
Full-text available
Role and position are key concepts in explaining both stability and change in distribution networks. Developing a shared understanding of roles with other actors has been identified as a prerequisite for an actor that wants to change their position in a network. Our research aims at understanding how such a shared perception of role develops throug...
Article
Key account management (KAM) is used for managing relationships between a supplier and its strategically important customer firms, that is, the key accounts. KAM activities typically involve a firm-internal network of actors. While there is a rich body of literature on key account managers' work with external networks in customer firms, this study...
Article
La collaboration, dans une même entreprise, entre la fonction achats et la fonction marketing est le plus souvent réduite. Les travaux académiques sur ce thème sont limités. Pourtant, l’articulation entre ces deux fonctions permet l’alignement des relations qu’elles entretiennent simultanément en amont avec leurs fournisseurs et en aval avec leurs...
Article
Ce travail s’intéresse à la façon dont des entreprises impliquées dans des relations clients-fournisseurs peuvent développer, au-delà des frontières de leur relation commerciale, une relation collaborative créatrice de valeur sociale. La question au cœur de la recherche est celle du lien qui peut dès lors exister entre ces deux types de relations :...
Article
Purpose – The purpose of this paper is to identify what managerial implications research related to inter-organizational interfaces has been produced in marketing. For this aim, the authors focus on a specific concept implemented in many firms that operate on business-to-business markets, which is key account management (KAM). Design/methodology/a...
Article
As compared to classical sales people, key account managers’ tasks are more complex. Beyond selling, they need to provide a set of different services both to the customer organization and inside their own firms. We explain this modern understanding of key account management as external and internal service task. We then illustrate our ideas as well...
Article
Full-text available
Purpose – The purpose of this paper is to deal with business-to-business distribution, with a strong focus on the relationships developed by a distributor with its customers and its producers. Design/methodology/approach – This paper is based on an in-depth analysis of a wholesaler specialized in fresh fruit and vegetable distribution. Data were g...
Chapter
This chapter discusses the key account management (KAM) in business markets. The specificity of what is done for a customer by a supplier implementing a key account management programme seems to have always been at the core of the definition of KAM. By implementing a KAM programme, a supplier signals that a customer is important to him. Resource de...
Chapter
This chapter describes the value dimensions and relationship postures in dyadic key relationship programmes (KRP). A dyadic perspective of value in KRP interactions needs to start with a conceptual understanding of the multi-faceted nature of value and that value in KRPs can be usefully disaggregated into three levels which include internal, exchan...
Article
This paper endeavours to track the underlying scientific process driving research activities and output. It takes research in the business-to-business field as the empirical setting and puts the works of the IMP Group into focus, using bibliometric analyses and historical vistas as background evidence. We argue that what may appear at first sight a...
Article
Marketing ist ein komplexer Arbeitsbereich an der Schnittstelle von Unternehmen und Kundenmärkten. Marketingprozesse werden von innerbetrieblichen Einheiten, teils in Zusammenarbeit mit externen Dienstleistern, verantwortet. Um auf höhere Spezialisierungs-anforderungen zu reagieren und sich auf Wandel auf Zielmärkten einzustellen, haben viele Unter...
Article
When key account management (KAM) programmes are created, they do not appear in a vacuum. Rather, they are developed in existing organizations and as a consequence the question arises of how to align the newly implemented KAM units within the host organizations. We propose using Lawrence and Lorsch's (1967a&b) differentiation concept and the concep...
Article
A research program was set up three years ago at the “Institut de Recherche de l'entreprise” in Lyon. This program is aimed at improving the understanding of industrial key account management. This paper presents the outcomes of one of the studies carried out within this program. It focuses on the perceptions a key account may develop according to...
Article
Business-to-business (B2B) marketing is a complex field requiring companies to put in place organizational units that are able to handle multifaceted interaction processes at the customer interface. Moreover, B2B marketing is characterized by high levels of technological, institutional etc. change. As a consequence, and in order to adapt to new mar...
Article
Full-text available
Wholesaling (business to business intermediation) is rather neglected as an academic topic. Intermediaries are generally dealt with from the perspective of the manufacturers and producers: they are presented as choices to be made by these manufacturers and producers. Subsequently, there is an absence of works providing an analysis of wholesaling fr...
Article
Full-text available
Le commerce interentreprises est un objet peu étudié par les sciences de gestion. Les rares travaux sur le thème semblent s’accorder néanmoins sur un constat d’évolutions notables que vivrait ce secteur d’activité. Ces évolutions peuvent être de nature à impacter la gestion des ressources humaines commerciales et marketing des intermédiaires du com...
Article
La discipline des achats reste encore en quete de ses fondements conceptuels. Au rebours de multiples travaux rapprochant « achat » et « marketing », l’article fait emerger le concept d’asymetrie d’interface entre achats et marketing : la fonction achats doit satisfaire les besoins propres a l’entreprise, et ce plus dans le marche qu’hors marche ;...
Article
The article is the introductory paper to the special issue on “Organizing and Integrating Marketing and Purchasing in Business markets”. It analyses the different organizational issues in the marketing and purchasing interfaces by an extensive analysis of the literature. It introduces the different contributions to the special issue and draw some r...
Article
Full-text available
Business-to-business marketing is often concerned with the way in which companies manage strategically important relationships with their counterparts: their Key Relationship Programmes (KRPs). These relationships can be managed through the implementation of specific managerial and organisational structures, commonly implemented via Key Account Pro...
Article
For companies, relationships with external actors may constitute intangible assets. Many firms have put in place key account management programs in order to pay sufficient attention to strategically important customers and the marketing literature has studied such programs. However, a company's relationship portfolio also comprises relationships wi...
Article
This paper explores the impact of some behaviors of strategic account managers on the relational outcomes of the relationships they are in charge of. Based on a review of literature on personal selling and strategic account management, we contribute to a greater understanding of the role of specific strategic account managers' behaviors in fosterin...
Article
Purpose – The concept of key account management (KAM) has received considerable attention from practitioners and scholars for well over 20 years now. However, numerous articles build on a set of tacit assumptions for which we lack empirical evidence. This paper seeks to propose an empirical test of several of these assumptions. Design/methodology/a...
Article
In this paper, the authors analyze 91 key account relationships and 206 ordinary supplier–buyer dyads regarding differences in suppliers' relational behaviors and customers' perceptions of relationship quality (satisfaction, trust, and commitment). The results suggest that while – as compared to ordinary relationships – suppliers put significantly...
Article
Many companies see key account management as a potentially successful way to implement a relational strategy. Nevertheless, the literature suggests that strategy implementation at the sales force level is difficult to achieve, mainly because salespeople may not understand – nor accept – what they are requested to do. Despite their relevance, behavi...
Article
Full-text available
Purpose: This article aims to build on existing literature on value and proposes new perspectives and facets of relational value in key account management (KAM). Design/methodology/approach: Building on traditional value perspectives, value in KAM is conceptually deconstructed and linked with strategic value approaches. Findings: The article finds...
Article
Full-text available
En réaction aux évolutions des comportements d'achat de leurs clients (centralisation, coordination), mais aussi à la complexification des échanges interorganisationnels (internationalisation, évolution vers des offres solutions globales, etc.), de nombreuses entreprises industrielles ont mis en place des programmes de gestion des comptes clés. Ces...
Article
The main body of research on industrial marketing over the last 20 years has concentrated on giving a relational framework to an activity which had previously been understood to be essentially transactional. Therefore, the management of business relationships is today considered as a critical task on which a company's very existence depends. Conseq...
Article
Full-text available
This communication deals with key account management (the management of a supplier's important customers) in an industrial field. It modifies the way we look at this management through the notion of a key account team (the set of the supplier's resources used for the management of a key account customer) as compared to the notion of a key account m...
Article
Aims to analyze the process of key account management in the industrial sector by highlighting the most recurrent problems that arise linked to this process. The research is based on a period of six years, during which several major industrial groups in France either set up or developed their key account management programs. It represents both a th...
Article
This article focuses on the adaptation process undergone by a company to manage a particular part of its customers' portfolio: the key accounts. It is based on an in-depth study of the evolution of a unit dedicated to the management of key accounts in a company belonging to the telecom sector. Data was gathered on a total of ten interviews with dif...
Article
In this article we describe the strategic interplay of actors involved in a tripartite relationship (supplier-distributor-end user), which aim at maintaining or modifying each actor's position relative to the other actors in the relationship and in the surrounding network, using both direct and indirect action. In the case of energy distribution in...
Article
Full-text available
This communication can be considered as a follow-up of two previous IMP communications. During the 2006 IMP Conference the status of the organizational aspect of the marketing function in the business markets was discussed (Pardo and Ivens, 2006). At this occasion, it was stressed that this issue was to be linked to the debates -mentioned by severa...
Article
Full-text available
The purpose of this paper is to re-launch research on industrial marketing organization. The authors argue that the degree of attention the topic receives in the academic community is diametrically opposed to its relevance to practitioners. Starting off with a summary of the extant literature on the topic they present the findings from a qualitativ...
Article
Full-text available
Despite increasing interest in the effective combination of alternative governance mechanisms for the management of inter-organizational exchange, there is relatively little empirical research that exam-ines the impact of different governance mechanisms on relationship quality. Moreover, few authors link governance mechanisms to situational factors...

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Projects

Projects (3)
Project
Understanding which differences exist between the marketing of services and the marketing of product.
Project
To understand both the internal implementation of KAM in the form of activities, resources, and actors as well as the management of the external relationships with key accounts through the KA manager and the KA team.