A multi-channel strategy involving street trade and supermarket/hypermarket trade in West African countries

Une stratégie multicanale impliquant le commerce ambulant et le commerce en supermarchés/hypermarchés en Afrique de l’Ouest

Komlanvi Elom Gbetchi and Rozenn Perrigot ()
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Komlanvi Elom Gbetchi: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Rozenn Perrigot: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: In this paper, we examine a specific multi-channel strategy by exploring the following research question: "How can street trade (traditional in West Africa) and mass distribution (more recent) complement each other and also have an impact?", through the case study of Fan Milk, a dairy-product retailer. The analysis of a series of 23 interviews with customers leads to the formulation of contributions to the literature and the practice.

Keywords: street trade; mass distribution; multi-channel strategy; West Africa; commerce ambulant; grande distribution; stratégie multicanale; Afrique de l’Ouest (search for similar items in EconPapers)
Date: 2020-11-18
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Published in Systèmes alimentaires / Food Systems, 2020, Systèmes alimentaires / Food Systems 2020, n° 5, 2020 (n° 5), pp.111-131. ⟨10.15122/isbn.978-2-406-11062-0.p.0111⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03031998

DOI: 10.15122/isbn.978-2-406-11062-0.p.0111

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