Multisided platform vs. marketing channel: Which theoretical frame should we use to analyse distribution ?

Plateforme contre canal: Quel cadre théorique pour analyser la distribution ?

Marc Filser, Tatiana Henriquez and Jean Frisou
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Marc Filser: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Tatiana Henriquez: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School

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Abstract: Retail trade is now characterised by the co-existence of digital and physical relationships between the distributor and consumers. These question the distribution channel, as the unit of analysis favoured by the marketing literature. The emergence of multi-lateral platforms exploiting this duality of contacts raises questions about the ability of channel theories to reflect new ways of organizing intermediation. After recalling the contributions of channel models, we trace the evolution of distribution modelling, made possible by the generalization of platforms.

Keywords: Distribution (search for similar items in EconPapers)
Date: 2019-08
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Published in Revue Française de Gestion, 2019, 6 (283), pp.93-107. ⟨10.3166/rfg.2019.00369⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02454049

DOI: 10.3166/rfg.2019.00369

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