Plateforme contre canal. Quel cadre théorique pour analyser la distribution ?

Marc Filser, Tatiana Henríquez and Jean Frisou

Revue française de gestion, 2019, vol. N° 283, issue 6, 93-107

Abstract: Retail trade is now characterised by the co-existence of digital and physical relationships between the distributor and consumers. These question the distribution channel, as the unit of analysis favoured by the marketing literature. The emergence of multi-lateral platforms exploiting this duality of contacts raises questions about the ability of channel theories to reflect new ways of organizing intermediation. After recalling the contributions of channel models, we trace the evolution of distribution modelling, made possible by the generalization of platforms.

Date: 2019
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