Search results for "Canal de distribution"

The Influence of the Digitalisation of the Distribution Channel in the Process of Bypassing Wholesalers: The Case of a Distribution Triad

2022

• ObjectivesThe wholesaler, a traditional player in distribution, has been going through a new phase in its evolution over the last twenty years. Driven by the digitalisation of activities, upstream and downstream players are trying to bypass it and new players such as commercial platforms are appearing. In order to understand this phenomenon, this research analyses how the wholesaler manages to keep a part of the flows between the actors of the distribution channel.• MethodA qualitative analysis by individual interviews within the building materials sector highlights the appropriation of informational flows by manufacturers leading to the phenomenon of partial disintermediation which affec…

Resistance of traditional wholesalers: a dichotomy of flows within the distribution channel

2020

The wholesaler has often been threatened with the risk of disintermediation both upstream and downstream of the distribution channel. Wholesalers, in their role as intermediaries, remain established in many sectors. The Internet has also generated a current of re-intermediation via digital platforms. The article starts from the premise that wholesalers are always essential players in the distribution channel and increase their value proposition through services and digital. As part of a qualitative study in the French market for the sale of building materials, an interesting phenomenon emerged. It is the partial disintermediation of wholesalers for the benefit of industrialists. This partia…

Nouvelles formes de commercialisation au détail des fruits et légumes : du format du point de vente aux enjeux logistiques

2008

Cette recherche explore la contribution du choix d’organisation de l’amont du canal au renforcement de la position concurrentielle de l’enseigne de detail a partir d’une application au marche des fruits et legumes en France. Trois dimensions sont abordees. Dans un premier temps est propose un cadre theorique de l’interaction entre dynamique des formes de vente au detail et dynamique du canal, aboutissant a une typologie en trois classes des formats de vente specialises dans les fruits et legumes. Dans un second temps, les pratiques marketing de ces formats donnent lieu a une approche comparative. Dans un troisieme temps, enfin, la relation entre strategie de vente au detail et organisation …

Distribution : identifier les canaux ad hoc et développer le circuit de distribution

2011

Intermédiation et création de valeur dans les canaux : une revue de littérature

2012

Marketing research has devoted more and more attention to the analysis of consumer behavior. Similarly, distribution research has focused on retailing and shopper behavior. But the dynamics of industrial and consumer goods markets, impacted by globalization and the internet, reveal a major reconfiguration of intermediaries in marketing channels. This article summarizes the major theoretical foundations of channel analysis drawn from economics, sociology of organizations, and strategic planning, to identify theoretical principles that may explain the changes in the functions of channel intermediaries, and their contribution to value creation in the channel.

Plate-forme contre canal : quel cadre théorique pour analyser la distribution ?

2019

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 ?

Analyse de la digitalisation du canal de distribution : une approche triadique dans l’étude du risque de désintermédiation des grossistes traditionne…

2020

Intermediaries are little studied in Management Science. The research proposes to put forward a particular type of intermediary that is the wholesaler. Faced with the digitization of all sectors, it is interesting to question the capacity of wholesalers to generate added value in the distribution channel. Based on the triadic methodology and the field of study, it turns out that digital can modify one of the inter-organizational relational processes. In the absence of a strong demand for downstream distribution channels, wholesalers are struggling to put in place a digital strategy that makes sense. On the other hand, this delay allows the industrialist to take the lead on information flows…

Qui contrôle le canal de distribution ?

2017

National audience