Portées et limites du lot virtuel: une étude exploratoire

Ouidade Sabri-Zaaraoui (), Béatrice Parguel () and Pauline de Pechpeyrou ()
Additional contact information
Ouidade Sabri-Zaaraoui: ESSEC Business School
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Pauline de Pechpeyrou: ESA - Ecole Supérieure des Affaires de l'Université Lille 2 - Université de Lille, Droit et Santé

Post-Print from HAL

Abstract: The high costs associated with traditional promotional techniques lead retailers and industrials to adopt new promotional formats, especially "separate-item bundles". After presenting this promotional format and its managerial stakes, the article first analyzes the advantages and constraints that separate-item bundles present for actors in the retail industry. We next use an exploratory qualitative approach to shed light on consumers' reactions to such a new promotional format. This double focus - on managers and consumers - leads us to propose key success factors for separate-item bundles implementation at the point of purchase.

Keywords: separate-item bundles; costs and benefits; industrial-retailer relations; lot virtuel; coûts et bénéfices; relations industriels-distributeurs (search for similar items in EconPapers)
Date: 2008
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00271745v1
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2008, 50, pp.49-57

Downloads: (external link)
https://shs.hal.science/halshs-00271745v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00271745

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().