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Quelle stratégie adopter dans un contexte de distribution multicanal ? Application aux PME de l’hôtellerie

Author

Listed:
  • Sabrina Boulesnane

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Laïd Bouzidi

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sabrina Zaidi-Chtourou

    (ESDES - ESDES, Lyon Business School - UCLy - UCLy - UCLy (Lyon Catholic University), Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Eric Thivant

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Cet article s'intéresse aux stratégies multicanaux des PME de l'hôtellerie et comment ces petites structures s'organisent pour intégrer des nouveaux outils numériques. Après avoir observé cinq PME hôtelière et une quarantaine de site web, nous identifions des freins et des leviers d'action pour expliquer les choix de la stratégie des PME hôtelières.

Suggested Citation

  • Sabrina Boulesnane & Laïd Bouzidi & Sabrina Zaidi-Chtourou & Eric Thivant, 2015. "Quelle stratégie adopter dans un contexte de distribution multicanal ? Application aux PME de l’hôtellerie," Post-Print hal-01221489, HAL.
    • Handle: RePEc:hal:journl:hal-01221489
    as

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    Keywords

    stratégie multicanal;

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