Si j'aurai su, j'aurai pas venu": éclairage stratégique sur le lancement simultané des deux " Guerre des Boutons "

Rémi Mencarelli () and Mathilde Pulh ()
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Rémi Mencarelli: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Mathilde Pulh: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Abstract: "If I knew, I will not come": strategic insight on the simultaneous launch of the two Guerre des Boutons The purpose of this paper is to propose an insight on an unusual strategic situation in the movie industry: the simultaneous launch on screens of two almost identical movies, La Guerre des Boutons. After recalling the stakes attached to the product launch in the film industry, a monograph devoted to this direct confrontation, supplemented by an analysis of the critics of spectators, is proposed. This analysis reveals determinants (the conflict and lack of control in the film industry) and consequences (sub-optimal strategy) of the temporal agglomeration.

Keywords: filière cinématographique; nouveau produit; préannonce; conflit; date de lancement; agglomération temporelle.; film industry; new product introduction; preannouncement; conflict; launch date; temporal agglomeration (search for similar items in EconPapers)
Date: 2014
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01026379v1
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Published in Décisions Marketing, 2014, 73, pp.123-138

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01026379

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