6533b862fe1ef96bd12c5f25
RESEARCH PRODUCT
Plate-forme contre canal : quel cadre théorique pour analyser la distribution ?
Marc FilserJean FrisouTatiana Henriquezsubject
plate-forme multilatéralemultisided platformCanal de distributionretail management[SHS.GESTION]Humanities and Social Sciences/Business administrationmanagement du commerce de détailMarketing channelDistribution[SHS.GESTION] Humanities and Social Sciences/Business administrationdescription
Traditional retailers are facing the competition of new actors born in the internet world. Whereas those physical retailers try to expand online, the virtual operators recognize the need to develop a physical presence in the marketplace. Models of marketing channels are used to implement distribution strategies in physical stores, and the concept of multisided platform is now classically referred to for internet operations. How can those diverging theoretical frames be combined to help managers in their strategic decisions ?
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2019-01-17 |