Customer Shareholding as a Radical Approach to a Sustainable and Profitable Relationship

Customer Shareholding as a Radical Approach to a Sustainable and Profitable Relationship

Sara Elouadi (La Faculté des Sciences Juridiques Economiques et Sociales Ain Sebaâ, Morocco) and Rachid Elotmani (ISCAE, Morocco)
Copyright: © 2018 |Pages: 13
DOI: 10.4018/978-1-5225-4035-9.ch003

Abstract

Customer ownership is a new practice that seeks integration and customer loyalty. In this chapter, the authors try to analyze this hybrid status to deepen ties between the customer and the company. To this end, they developed, initially, a comparative study between the customer and shareholder mutualism to identify the similarities and differences between the two models. Secondly, they tried to analyze the role of the client in creating value by using the stakeholder theory. Finally, they dealt with the possibilities and limitations of the client as shareholder loyalty means.
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Customer Shareholding And The Cooperative Model

Client shareholding is an aimed device at integrating the client into the capital in order to take advantage of the synergies associated with this grouping. The customer thus enjoys a hybrid status, he is both a customer and a shareholder of the same company. This status has several similarities with the cooperative model, and we suggest exploring the similarities and dissimilarities between the two models.

Mutualism comes from the Latin “mutuus” meaning “reciprocity”, it is defined as an interaction presenting benefits for both protagonists.

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