Stratégie de distribution multicanal: Le rôle de la forme organisationnelle du réseau

Odile Chanut () and Dominique Bonet ()
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Odile Chanut: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Dominique Bonet: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: Abstract A growing number of retailers adopt a click-and-mortar strategy. If the " competitive-complementary " debate between the different channels seems outdated in the integrated distribution networks, it is still relevant in franchise or associated networks where the outlets are legally and financially independent of the head networks. We believe that the strategic choices regarding the relevancy of a multichannel strategy depends on the organizational form: integrated network vs. contractual or franchise network. First we present the theoretical foundations of a multiple distribution strategy and observed trends towards the integration of physical and virtual channels. Second, we outline the organizational specificities of contractual distribution networks, the implications with respect to the "competitive / complementary" question. We then present the empirical study and preliminary results.

Date: 2009-11-12
Note: View the original document on HAL open archive server: https://hal.science/hal-01757049
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Citations: View citations in EconPapers (2)

Published in 14èmes Journées de Recherche en Marketing de Bourgogne, Nov 2009, Dijon, France

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