Le commerce électronique, dont l’essor est observable depuis le début des années 2000, transforme en profondeur les modalités de relation sur le marché des télécommunications. Ses développements récents, permis par le raffinement toujours plus poussé des technologies de l’information et de la communication, amènent les entreprises à reconsidérer les orientations de leurs stratégies commerciales. Pour une entreprise comme Orange, ex-France Télécom, ces interrogations sont également motivées par les évolutions des formes de la concurrence, marquées par l’arrivée d’un nouvel opérateur de téléphonie et fournisseur d’accès internet. Où et comment s’adresser aux clients afin d’assurer la performance économique de l’entreprise sont aujourd’hui les questions au cœur des transformations de l’organisation. Or, si la présence de professionnels au contact des clients ne semble a priori pas remise en cause, la nature de leur activité fait débat. La thèse porte sur l’existence d’un métier de vendeurs au sein des différents espaces commerciaux de l’entreprise (boutique, téléphone, internet). Son objectif est de montrer l’épaisseur du travail de vente afin d’éclairer son évolution au sein d’une entreprise qui s’interroge sur son utilité. Nous proposons pour ce faire une analyse sur deux niveaux. D’abord, nous étudions la construction de l’organisation commerciale de l’entreprise. Nous montrons que la place des vendeurs s’y construit au travers de nombreux débats porté par différents acteurs managériaux et trouvant des échos dans l’histoire de l’entreprise, débats portant notamment sur l’importance du service dans le travail commercial. Ensuite, nous étudions l’activité de travail pratiquée par les vendeurs. Nous nous intéressons tant aux tâches accomplies, aux enjeux rencontrés et aux compétences mobilisées, qu’aux significations qu’y attachent les vendeurs. Nous montrons notamment comment la pratique quotidienne de la vente les amène à se construire un métier. Au final, la thèse entend démontrer comment le métier de vendeur dévoile une épaisseur permettant à ces membres de faire face aux évolutions de leur environnement de travail. Ce faisant, la thèse entend ainsi contribuer à une sociologie des vendeurs et de la vente, dont la nécessité commence à être reconnue. / E-commerce, which we can see emerge since the early 2000s, profoundly transforms relationships on the telecommunications market. Its recent developments, due to the ever more refined technologies of information and communication, lead firms to reevaluate their commercial strategies. For Orange, previously France Telecom, these questions are also motivated by evolutions in competition, notably the arrival of a new phone operator and Internet access provider. Where and how to address customers in order to ensure economic performance is at the center of organizational change. If the participation of professionals to everyday relationship with customers doesn’t seem to be put into question, the nature of their work raises debates. This thesis discusses the existence of an occupation of sellers within the firm’s various commercial spaces (shop, call center, Internet). Its aim is to reveal the depth of their work and its evolution within an organization which seems to doubt its usefulness. We propose an analysis on two levels. First, we study the construction of Orange’s commercial organization. We show that the role of sellers is the result of numerous debates opposing various organizational actors and finding echoes throughout the firm’s history, notably on the importance of services within sale practice. Then we explore sellers work practice. We take notice in their daily tasks, challenges, professional skills, as well as the meanings attached to them. In particular, we show how this daily practice leads to define an occupation of sellers. Finally, we demonstrate how the depth of this occupation enables its member to face changes in their work environment. This thesis thus aims to contribute to a sociology of sale and of its professionals, the benefit of which seems to appear.

Submitted by Luciana Ferreira (lucgeral@gmail.com) on 2017-06-02T10:57:19Z No. of bitstreams: 2 Dissertação - Lúbia Gonzaga Dutra - 2012.pdf: 1607563 bytes, checksum: aa5cf4fcac45402e19aef3e05f9139ee (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-06-02T11:14:49Z (GMT) No. of bitstreams: 2 Dissertação - Lúbia Gonzaga Dutra - 2012.pdf: 1607563 bytes, checksum: aa5cf4fcac45402e19aef3e05f9139ee (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-06-02T11:14:49Z (GMT). No. of bitstreams: 2 Dissertação - Lúbia Gonzaga Dutra - 2012.pdf: 1607563 bytes, checksum: aa5cf4fcac45402e19aef3e05f9139ee (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2012-08-31 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The expansion and increase of jobs in the service sector are relevant phenomena that contributed to changing the labor scape. Trade is one of the traditional sub-sectors in the Brazilian economy, which absorbs a considerable portion of the labor force. However, the retail industry experiences a structural change that opens the possibility of becoming an eminent producer of new identities related to consumption. This study aims to analyze the durable goods retail sale service, addressing the following issues: retail, the current configuration of labor and consumer society, identity at work, interactions in service sale, and gender relations in durable goods retail. Considering the scarce studies on the service sector in Brazilian scientific production, this analysis aims to contribute to the debate on changes in the world of labor, as well as to provide a perspective to sales work field through a sociological approach. This research applies a triangulation methodology, and includes descriptive analysis of official databases produced by national research institutions coupled with qualitative fieldwork in two retail service companies, using the techniques of systematic observation and semi-structured interviews. / A expansão das atividades e o aumento da oferta de emprego no setor de serviços são fenômenos relevantes que contribuíram para as transformações no mundo do trabalho. O comércio é um subsetor tradicional na economia brasileira e absorve uma considerável parcela da mão de obra. Contudo, o ramo de varejo está sofrendo transformações estruturais, que abrem a possibilidade de convertê-lo em um importante produtor de novas identidades ligadas ao consumo. Portanto, este estudo objetiva analisar o serviço de venda no varejo de bens duráveis, principalmente, as seguintes questões: a atual configuração do trabalho e a sociedade de consumo, a identidade no trabalho, as interações no serviço de venda e a relação de gênero no varejo de bens duráveis. Esta pesquisa justifica-se, pois no Brasil encontramos poucos estudos sobre o trabalho no setor de serviços, isto é, em atividades que não estão diretamente relacionadas ao setor industrial - produtivo. Nesse sentido, este estudo busca contribuir com o debate sobre as transformações no mundo do trabalho, como também visibilizar a atividade de venda de bens duráveis sob o olhar sociológico. A metodologia, que orienta a pesquisa, é a triangulação, que contempla as técnicas de pesquisa quantitativas, assim como as qualitativas. Algumas informações foram retiradas de bancos de dados de instituições de pesquisas nacionais, além disso, foi realizado o trabalho de campo em duas empresas (Empresa A e Empresa B) que vendem produtos como: eletrodomésticos, eletroportáteis, móveis e aparelhos de áudio e vídeo, utilizando as técnicas de observação sistemática e de entrevista semiestruturada. Abstract: