Resistance of traditional wholesalers: a dichotomy of flows within the distribution channel

La résistance des grossistes traditionnels: une dichotomie des flux au sein du canal de distribution

Jean-Marc Joyeux (), Jean-François Notebaert () and Bertrand Belvaux
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Jean-Marc Joyeux: CREGO - Centre de Recherche en Gestion des Organisations - 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]
Jean-François Notebaert: CREGO - Centre de Recherche en Gestion des Organisations - 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]

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Abstract: The wholesaler has often been threatened with the risk of disintermediation both upstream and downstream of the distribution channel. Wholesalers, in their role as intermediaries, remain established in many sectors. The Internet has also generated a current of re-intermediation via digital platforms. The article starts from the premise that wholesalers are always essential players in the distribution channel and increase their value proposition through services and digital. As part of a qualitative study in the French market for the sale of building materials, an interesting phenomenon emerged. It is the partial disintermediation of wholesalers for the benefit of industrialists. This partial disintermediation is based on the management of physical flows, which remain at the expense of the wholesaler, and information flows increasingly captured and controlled by the industrialist.

Keywords: Wholesaler; Disintermediation; Distribution Channel; Service; Digital; Grossiste; Désintermédiation; Canal de distribution (search for similar items in EconPapers)
Date: 2020-01-16
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Published in 19th International Marketing Trends Conference, Jan 2020, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02973512

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