Bien que le vendeur soit considéré comme un vecteur important du système d'information marketing, l'étude de sa contribution aux activités de veille marketing et commerciale est encore peu développée dans la littérature en marketing. Cet article présente un cadre conceptuel décrivant les facteurs qui déterminent le comportement de veille marketing et commerciale des vendeurs. Trois types de déterminants ont été identifiés: les facteurs liés 1) au vendeur, 2) au management et 3) à l'environnement de l'entreprise. De plus, en proposant d'analyser l'attitude du vendeur envers la veille marketing et commerciale, cet article suggère plusieurs opportunités de recherche.
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