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The flexibility of the workers and the modernization of the working spaces have quickly expanded in the entrepreneurial world. This trend is related to a will of freedom, autonomy and hierarchical equality within the company. In this regard, the managers increasingly consider the space as critical for their main activities and for the global mission of the organization. But then, how can an open and flexible working environment impact the performance of a company? 
This thesis aims to describe and understand the behavior adopted by the workers of BDO Liège as well as the change management by the project team. The research tries through a case study to highlight the organizational dynamics, the strengths and the weaknesses of the system and to confront them with the current scientific knowledge.

Activity based office --- Open space --- Performance --- Gestion des ressources humaines --- Espace de travail --- Sciences économiques & de gestion > Gestion de l'entreprise & théorie des organisations --- Sciences économiques & de gestion > Gestion des ressources humaines

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As the business world is constantly evolving, companies must compete with each other in order to compete in their sector. As small and medium-sized companies are not only profit-oriented but more customer-oriented, their characteristics and the strategies they use are unique to them. In this paper, we will discover what strategies small and medium-sized companies actives in the business to business sector have at their disposal in terms of growth and strategic positioning in the market. Le monde des affaires étant en constante évolution, les entreprises doivent se faire concurrence pour être compétitives dans leur secteur. Comme les petites et moyennes entreprises ne sont pas seulement orientées vers le profit, mais aussi vers le client, leurs caractéristiques et les stratégies qu'elles utilisent leur sont propres. Dans cet article, nous allons découvrir les stratégies dont disposent les petites et moyennes entreprises actives dans le secteur du 'Business to Business' en termes de croissance et de positionnement stratégique sur le marché.

PME --- B2B --- Stratégie --- Positionnement --- Croissance --- International --- Sciences économiques & de gestion > Marketing

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Nowadays, we live in an interconnected world. Through the Internet and new technologies, we all have access to an abundance of information everywhere and all the time. As a result, this has changed consumers behaviour. The way businesses interact with their customers has also changed dramatically. 

Startups, which often have budget, time or knowledge constraints, should take advantage of the Internet, social networks and all these new means of communication, which are often affordable. Therefore, this study tries to understand how they communicate with their customers and potential customers through digital ?

This research work is based on a literature review followed by an exploratory qualitative study. In this study, ten Belgian or Luxembourg startups revealed their way of communication, their reasons and motivations for using specific tools. Also, their barriers and their expectations for the future with regard to their communication were explained. We had the possibility to compare their answers, make links with the literature review, and try to understand their choices.

At the end of this research, startups we met revealed to us that they are aware of the need to be present on the Internet. They proved that they were establishing concrete actions in order to be active on the Internet. However, despite these efforts, most of them realize that they have things to improve and install in order to be even more efficient in terms of digital communication. As a result, with the complementarity of primary and secondary data, a non-exhaustive list of recommendations for these startups has been proposed to startup managers in order to take advantage of this digital communication.

startups, digital communication, digital marketing, customer communication, Internet --- Sciences économiques & de gestion > Marketing

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During his internship in a Belgian Fintech company, the researcher of this thesis observed the complexity of the sales process of companies working in the same context as his internship company. Companies selling expensive and sophisticated solutions to large enterprises often have long and complex sales cycles, involving a high number of decision-makers. It is complicated for a company to sell in such a context. This is why more and more of these companies are implementing ABM (Account-Based Marketing). This recent concept is a strategy used by companies, in which sales and marketing focus their efforts on large companies – called accounts – with a high sales potential.
In spite of that, ABM is an understudied subject. In fact, while it is the new B2B marketing buzzword in the managerial world, there is very little academic literature on the topic. Companies that want to get into ABM can find countless information on the topic on the Internet but there are no academic recommendations on how to actually implement it. This is why the first contribution of this thesis is the creation of an ABM implementation framework. This step-by-step guide will help managers to implement ABM within their company or to improve their already existing ABM process.
The experts in this domain all agree that sales and marketing alignment is a prerequisite for successful ABM. However, just like for the first contribution, there is no academic literature supporting this statement. Therefore, sales and marketing alignment in the context of ABM has been researched in this thesis. The results are recommendations that identify the elements of ABM on which sales and marketing must be aligned, the reasons why the alignment is important, and the ways to align both services. They can be used by managers willing to align both services in their ABM strategy.
For this qualitative research, the researcher used the case study methodology, and his internship company as the case company. The ABM experience of this company has been captured by an in-depth interview and a focus group. On top of that, the documentary evidence from two non-scientific books was gathered and used. Combined, these data collection methods have enabled the researcher to develop the findings of his research.
These two above-mentioned contributions allow for the increase of the academic knowledge on the topic. Next to this, they can support managers in implementing or improving ABM within their company.

ABM --- implementation framework --- sales and marketing alignment --- account management --- marketing automation --- Sciences économiques & de gestion > Marketing

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Ce travail a pour but de présenter l’évolution des relations fournisseurs-distributeurs au sein de la grande distribution afin de fournir des clés de compréhension aux managers des Petites et Moyennes Entreprises (« PME ») à propos des différentes stratégies à adopter avec les distributeurs afin de renforcer leur stratégie de développement commercial. 
La première partie de ce travail correspond au cadre théorique et comporte deux chapitres. 
Le premier chapitre contient une analyse contextuelle de l’évolution de la grande distribution depuis sa création, jusqu’à aujourd’hui. Les petits commerçants ont été majoritairement remplacés par les enseignes de la grande distribution, faisant évoluer le rôle du commerçant. Les relations sont devenues transactionnelles et descendantes. De plus, la concurrence s’est accrue avec l’apparition de nombreuses enseignes se basant sur le principe hard-discount. Par la suite, certaines de ces enseignes ont décidé de modifier leur positionnement pour devenir des soft-discounters. Cette brève mise en contexte, permet d’introduire l’évolution des relations suite aux changements dans l’environnement de la distribution. 
Le second chapitre définit les notions de pouvoir et de dépendance, indicateurs clés dans les relations entre fournisseurs et distributeurs. Le pouvoir de chacun de ces acteurs est par après développé. De façon classique, le distributeur est dans une position de force vis-à-vis du fournisseur. Les éléments ayant engendré ce déséquilibre sont développés du point de vue du distributeur et du fournisseur. Peu à peu, ces deux acteurs se sont aperçu que de plus grands bénéfices sont possibles lorsqu’ils travaillent en collaboration. Afin d’illustrer l’évolution de ces relations, les notions de satisfaction et de confiance sont présentées. Ensuite, le canal marketing et le courant interactionniste regroupant le point de vue de différents auteurs permettent de démontrer les principaux avantages des relations coopératives. Enfin, ce cadre théorique est conclu par la présentation de la coopération et pour terminer, de la coopétition qui sera utilisée comme cadre d’analyse de ce travail. 
La seconde partie de ce travail illustre l’étude du cas Galler. La chocolaterie liégeoise ainsi que l’ensemble des éléments ayant un impact sur les relations qu’elle entretient avec ses distributeurs sont détaillés (rebranding, crise covid-19, inondations de juillet 2021 et guerre en Ukraine). Ensuite, les relations entre Galler et ses fournisseurs sont analysées au travers d’interviews. L’intégration de la coopétition, notion au cœur de ce mémoire, a été analysée au sein de Galler. Par après, des fiches d’identités précises de chacun des distributeurs actuels et potentiels de Galler ont été réalisées d’un point de vue externe et interne. 
La dernière partie de ce travail a pout but de faire le lien entre la partie théorique et pratique de ce travail en illustrant les propos théoriques au travers du cas pratique Galler. L’objectif est de fournir des recommandations destinées à aux managers de PME souhaitant savoir comment leur entreprise peut étendre son réseau de distribution en adoptant les nouvelles techniques relationnelles des échanges professionnels. Un plan d’action concret est exposé au travers de trois stratégies concrètes.

grande distribution --- fournisseur --- distributeur --- fournisseurs-distributeurs --- fournisseur-distributeur --- relation fournisseur-distributeur --- Sciences économiques & de gestion > Gestion de l'entreprise & théorie des organisations