The Survival of food platforms: The crucial role of alliance strategies in supply control for french platforms

Romane Guillot (), Anne Mione () and Magali Aubert ()
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Romane Guillot: UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement, MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Anne Mione: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Magali Aubert: UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement

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Abstract: This research focuses on the survival of a new actor in food systems: e-commerce platforms. They are confronted with the instability of supply by farmers. We mobilize the theory of resource dependence to understand what strategies they use to cope with this uncertainty. To this end, we conduct a survey of 103 platforms in France, a country where food e-commerce is well developed. Our results show that the platforms with the best survival rate are those that have reached a sufficient size and that manage their relationships with farmers in the form of an alliance, while controlling the quantity and quality of supply.

Keywords: food plateform; Alliance Strategy; Supply Control (search for similar items in EconPapers)
Date: 2025-05-21
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Published in 2025 Academy of Marketing Science Annual Conference, May 2025, Montréal, Canada

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05117250

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