Les enjeux de management associés à la montée en compétence marketing des distributeurs

Pierre Volle () and Philippe Moati ()
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: From the 90's onwards, retailers' marketing resources have been mainly developed through the recruitment of qualified managers and the establishment of partnerships with service providers and suppliers. However, our research shows that overall marketing competency relies less on the resources than on the dynamic capabilities that retailers can create. The process is complex and progressive. It involves a significant corporate culture change and the implementation of transversal processes, notably through to the management of product categories. However, a stronger development of marketing competencies by retailers probably involves a deeper transformation of their business model.

Keywords: Retail; Resources and competences; Dynamic capabilities; Corporate culture; Category management; Business model; Distribution; Ressources et compétences; Capacités organisationnelles; Culture d'entreprise; Management des catégories; Modèle d'affaires (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00638653v1
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Published in 14ième Colloque Etienne Thil, 2011, Roubaix, France. pp.1-29

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