Quelles stratégies marketing possibles pour les PME face à la grande distribution ? Routin ou la voie de la stratégie relationnelle

Odile Chanut ()
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Odile Chanut: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: The bargaining power of retailers, especially supermarkets, is increasing and French legislation has failed in vertical competition law. The victims are the consumers, as industrial brand prices have continuously increased since the Galland law (1996), but also the small producers of industrial brands, evicted from supermarket and hypermarket shelves, because of the lack of space and the expansion of retailers' store brands. The more appropriate role for a small relatively weak manufacturer seems to be as a retail own brand producer. However, ROUTIN, a French cordial producer, is an example of a successful cooperation relationship with some chains which has facilitated shelf access for industrial brands.

Keywords: Retail Distribution; Supermarkets; Store brands; Buyer-Seller Relationships; Relational Exchange; French Vertical Competition Legislation.; Grande distribution; Marque De Distributeur (MDD); PME; Relations industriels-distributeurs; Stratégie relationnelle; Régulation; Concurrence verticale (search for similar items in EconPapers)
Date: 2005
Note: View the original document on HAL open archive server: https://hal.science/hal-01764430
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Published in Etienne Thil, 2005, La Rochelle, France

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