Are clients ‘business ketchup’ ? The role of clients in companies

The all-mighty customer, at first praised by the marketing people trying to enlarge and diversify the outlets of mass production, has invaded both business and public services. The customer has been granted with every power, in particular that of increasing the efficiency of any trade exchange. But is that image of the customer, always referred to, representing reality, or is it only a rhetorical figure ? According to Jean-Philippe Neuville, people in office often turns it to their advantage. Frank Cochoy shows that, particularly with the expansion of the traceability, the customer indeed gets into business organisation and even manages to control it.