Resistance to the risk of commoditization in the cultural industries: the strengthening and rootedness of bookshops

La résistance face au risque de commoditisation dans les industries culturelles: le renforcement et l’enracinement des librairies

David Piovesan () and Thomas Paris ()
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David Piovesan: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Digitization and platformization have profoundly altered the context in which players in the creative and cultural industries operate. These transformations have weakened the role of intermediate players and their prescribing capacity. They have themselves sought to react to these changes. Observed so far from the perspective of disintermediation, we propose to analyze these movements from a new perspective, commoditization. What are the strategies used by CCI players facing the risk of commoditization? We answer this question based on the case of independent bookshops, which, faced with changes in their environment, are developing a rooting strategy to preserve their ability to prescribe. This case study is based on an organizational ethnography put into perspective with a complementary material.

Keywords: Librairie; Industries culturelles; Plateformes; Commoditisation (search for similar items in EconPapers)
Date: 2024
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Published in Revue Française de Gestion, inPress

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04691622

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