Le marketing des similarités. Les produits à marque de distributeur

Catherine Grandclément ()
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Catherine Grandclément: CSI i3 - Centre de Sociologie de l'Innovation i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article examines the construction of similarities for two types of distributor brand product. "Me too" distributor brand products are defined as equivalents of national brands but are sold at a lower price. "Marque-Terroir" distributor brands are upmarket, traditional local products whose appearance on supermarket shelves was an innovation. In both cases the construction of similarities is an essential driver of product development which calls for a specific form of organization.

Keywords: mass retail; supermarkets; brands; economic sociology; Marketing; grande distribution; supermarchés; marques; sociologie économique (search for similar items in EconPapers)
Date: 2006
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00166102v1
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Published in Réseaux : communication, technologie, société, 2006, 24 (135-136), pp.221-252

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00166102

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