La stratégie de distribution multiple À la recherche de synergies entre canal physique et canal virtuel

Carole Poirel and Dominique Bonet Fernandez

Revue française de gestion, 2008, vol. n° 182, issue 2, 155-170

Abstract: Click and mortar companies have increased sales through the development of parallel distribution channels. Today they tend to favour synergies between channels. As a result, multi-channel distribution strategies mutualise costs and increase services. The paper shows that the theoretical framework is in the process of building and that managerial experiments are in progress.

Date: 2008
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