La coopétition, une nouvelle approche stratégique pour mieux gérer les relations entre PME et distributeurs

Laure Ambroise (), Nathalie Fleck and Clarinda Lefebvre
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Laure Ambroise: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Clarinda Lefebvre: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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Abstract: This article analyses the elements that constitute the relationship between a manufacturer and its retailers. It also proposes to apprehend coopetition as an analytical framework allowing SME managers to define simultaneously relationship and cooperation strategies, differentiated in accordance with distributors. A longitudinal study led over the course of 5 years on an organic food SME highlights the relationship network as well as the levels of conflict, competition and cooperation towards its distributors, both generalist and specialized. The results confirm that the coopetitive approach allows identifying a hybrid modality of vertical relationships at different stages of the distribution channel's operational chain. They also highlight how SME managers can handle their product offer (choice of assortment, exclusive products, etc.) and their brands portfolio (exclusive brands, private labels, etc.) according to distributors to apprehend this situation nimbly and to ensure the sustainability of their company – depending on economic criteria but also linked to value sharing and to a vision of the market.

Keywords: coopération; coopétition; marque de fabricant; relation fabricant-distributeur; concurrence; MDD (search for similar items in EconPapers)
Date: 2019-01-09
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Published in Décisions Marketing, 2019, 92 (4), pp.31-51. ⟨10.7193/DM.092.31.51⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02291710

DOI: 10.7193/DM.092.31.51

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