Multisided Platform vs. Marketing channel: which theoretical frame should we use to analyse distribution ?

Plate-forme contre canal: quel cadre théorique pour analyser la distribution ?

Marc Filser, Jean Frisou and Tatiana Henriquez
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Tatiana Henriquez: Groupe ESC Troyes en Champagne

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Abstract: Traditional retailers are facing the competition of new actors born in the internet world. Whereas those physical retailers try to expand online, the virtual operators recognize the need to develop a physical presence in the marketplace. Models of marketing channels are used to implement distribution strategies in physical stores, and the concept of multisided platform is now classically referred to for internet operations. How can those diverging theoretical frames be combined to help managers in their strategic decisions ?

Keywords: Marketing channel; multisided platform; retail management; Canal de distribution; plate-forme multilatérale; management du commerce de détail (search for similar items in EconPapers)
Date: 2019-01-17
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Published in 18th International Marketing Trends Conference, Jan 2019, Venise, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02065033

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