M2 Marketing

Industrial Marketing and Purchasing

Prof. Alexandre Lavissire

Who am I

Alexandre Lavissire, PhD

Position held
Professor of Strategy, Intl Business, Logistics & BtoB (Bachelor, Master, MBA, executive)
Member of Industrial Marketing and Purchasing Group
Independent consultant
Background
Graduated from Euromed BS, France and studied in the MBA program of UNF, USA.
10 years of experience as strategy consultant in the field of logistics, transportation and
supply chain
Lived in France, UK, USA, Spain, Belgium, plus worked on projects in Canada, Mexico,
Brazil, Tunisia, Morocco, Guinea, Sierra Leone, Angola, Congo Rep, RDC, Madagascar,
Mauritius, India, Vietnam.
Participated and led research and development projects for Governments (French and
Africans), Institutions (World Bank, IOC, BAD), Private companies (Rio Tinto, London
Mining)
PhD in Management Science from Kedge Business School Euromed-Marseille
Personal
French, 38 years old, married & Dad
Paratrooper, martial artist, football player, surfer

Agenda
Day 01
Introduction on BtoB
Feedbacks on the article to be read.
Teamwork on BtoB management articles
Day 02
Small Case study
Bigger Case study

Prof. Alexandre Lavissire

Question 1
Imagine you are Marketing Manager at BASF deicing department in
London. You have a new product to deice airport runways. What is
your Market ?who is your target ?

Prof. Alexandre Lavissire

Prof. Alexandre Lavissire

SWOT of not SWOT ?

Question 2: Who are the competitors of SNCF ?
Question 3: Who are the clients of EM Normandie ?
Question 4: What are the products of Facebook ?

Prof. Alexandre Lavissire

 What about BtoB and Networks ?

B2B Marketing involves counterparts

Network
Picture

(Ford et al. 2002;

Hkansson & Ford, 2002;
Hkansson & Johanson, 1992)

Networking

Network
Outcomes

B2B Marketing involves interactions

Common views &

Stereotypes

Types of Networks

Network
Picture

Choice with existing

relationships

Choice about position

in the network

(Ford et al. 2002;

Hkansson & Ford, 2002;
Hkansson & Johanson, 1992)

Networking
Choice about
how to network

Outcomes for actors:

- single
- relationship
- whole network

Network
Outcomes

Outcomes for activities:

- aggregation
- disaggregation
- disintermediation
Outcomes for resources:
- intermediation
- utilization
- development

B2B Marketing involves choices

Paradox 1: restiction
of opportunities

Confront or Conform
Choice with existing
relationships

Choice about position

in the network

Consolidate or Create
Paradox 2: company is
defined by or defines
its relationships

Networking
Choice about
how to network

Coerce or Concede
Paradox 3: controling
the network
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Assignement
Make 9 groups
Read the assigned article
Write 2 Word pages to summarize it (send it to me before the end
of the class)

Context
Case explanation
Model developed
Your point of view

Discussion

Prof. Alexandre Lavissire

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ARA Model
(Actor Resource Activities)
Actors control activities / resources
Actors ca be individuals, group of people, corporate or group of
corporate
Perform & Control activities (what activity/ what mix of resources)
Network to get access to resources (strong or weak links)
Activities are based on control (direct through ownership/indirect
through network) over activities
Actors are goal oriented (Main goal being ti get control over the
network because control enables to achieve other goals) One gets
control over resourcres through ownership & networking and
control over Activities through resources and knowledge
Actors of a network have different knowledge about Activities,
Resources and other Actors. The nearer in the network, the better
known.
Prof. Alexandre Lavissire

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ARA Model
(Actor Resource Activities)
Resources

Have multiple diemnsions

Are needed for activities
Are controlled by one or more actors
Can be used in a multitude of manner
Are valued depending on how it is combined with other resources in a
cycle of activities
Create value when they are well known and used by experienced
actors
Four Resources types can be distinguished

Physical resources
Products
Facilities
Organisational resources
Business units
Business relationships
Prof. Alexandre Lavissire

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ARA Model
(Actor Resource Activities)
Activity
Is when actors combine, develop, exchange, or create resources by
utilizing resources
2 types of activities:
Transformation activities controlled directly by a single actor
Transfer activities transfer of control from 1 actor to another
Linked in cycles involving transformation and transfer
Single activities by specific actors are not indispensables. The
network can adapt with surrounding activities
Activity network is always imperfect. new/changes/rearrangement of
activities can improve the network

Prof. Alexandre Lavissire

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ARA Model

Prof. Alexandre Lavissire

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Different ways of involving counterparts

in strategic initiatives

(Harrison et al., 2010)

Prof. Alexandre Lavissire

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