La Revue des Sciences Commerciales
Volume 15, Numéro 2, Pages 125-145

Purchase Marketing In The Oil & Gas Industry: The Case Of Sonatrach Joint Ventures

Authors : Hamoutene Ali . Zanoun Abderrahmane .


This paper focuses on purchase marketing with an identification of key success factors in the Algerian oil and gas sector by providing empirical evidence on a selected sample of SONATRACH joint ventures with foreign counterparts. The paper starts with a critical analysis of current literature review on B2B marketing and purchase marketing subsequently followed by a presentation of special features of the oil and gas sector with highlights of the importance of purchasing in this context. Finally, the paper identifies critical factors to the success of purchase marketing within SONATRACH’s joint ventures with special attention to: customer-supplier relationships, e-procurement, contracting procedures, category purchasing, quality of specifications, project planning, management support as well as multidisciplinary skills of purchasing staff.


Purchase marketing, purchasing, buying centre, extended enterprise, e-procurement, customer-supplier relationship, specifications.