Relation client et mondes virtuels : quelles variables culturelles explicatives de la performance de la fonction commerciale sur les MMOGs ?

Dumazert, Jean-Pierre; Lemoine, Laurence
January 2010
Revue Management et Avenir;jan2010, Issue 31, p190
Academic Journal
This communication introduces to our current research on the cultural variables integrated into the virtual worlds, represented in particular by the Massively Multi-Players Online Games (MMOGs). A new client relationship develops on these technically virtual universes. Working the strategies of the actors and their behaviors, the virtual worlds present an unexpected construction of this relation. The debates and the many publications increase our perception and our comprehension, on the opportunities revealed by the virtual worlds. MMOGs contribute thus to an increased dematerialization of the client relationship, so much so that it is allowed to think that the performance of the commercial function generates its value with the wire of time (game specific environment, cycles life of the games, implication of the players, addiction, bond between reality and the virtual one, etc). In this new context, it is possible to locate and describe some cultural variables of the commercial function on MMOGs.


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