Can multimarket competition theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances’ manufacturers

Madeleine Besson () and Bernard Bourdon ()
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Madeleine Besson: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]
Bernard Bourdon: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: With turnover of more than €51 billion in France in 2013, e-commerce continues to grow, both in volume and number of players. While economic theories suggest that manufacturers should integrate intermediation functions as soon as they are able to perform them at a lower cost than external operators, few French manufacturers are engaging in e-commerce. In this research, we explore why manufacturers of household appliance do not launch e-commerce sites. Our results suggest that, in accordance with multimarket competition theory, they do so in order to avoid coercion from the traditional French distribution system.

Keywords: Cross channel; Strategic marketing; Theory of multimarket competition; E-commerce; Channel management; Multipoint competition; Manufacturer/distributor relationship; Electronic appliances (search for similar items in EconPapers)
Date: 2015-07-01
Note: View the original document on HAL open archive server: https://hal.science/hal-02387337v1
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Published in EAERCD 2015 : 18th International Conference on Research in the Distributive Trades of the European Association for Education and Research in Commercial Distribution, Jul 2015, Rennes, France

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