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Stratégie de distribution multicanal : Le rôle de la forme organisationnelle du réseau

Author

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  • Odile Chanut

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Dominique Bonet

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

A growing number of retailers adopt a click-and-mortar strategy. If the " competitive-complementary " debate between the different channels seems outdated in the integrated distribution networks, it is still relevant in franchise or associated networks where the outlets are legally and financially independent of the head networks. We believe that the strategic choices regarding the relevancy of a multichannel strategy depends on the organizational form: integrated network vs. contractual or franchise network. First we present the theoretical foundations of a multiple distribution strategy and observed trends towards the integration of physical and virtual channels. Second, we outline the organizational specificities of contractual distribution networks, the implications with respect to the "competitive / complementary" question. We then present the empirical study and preliminary results.

Suggested Citation

  • Odile Chanut & Dominique Bonet, 2009. "Stratégie de distribution multicanal : Le rôle de la forme organisationnelle du réseau," Post-Print hal-01757049, HAL.
    • Handle: RePEc:hal:journl:hal-01757049
    Note: View the original document on HAL open archive server: https://hal.science/hal-01757049
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    References listed on IDEAS

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    1. Carole Poirel & Dominique Bonet Fernandez, 2008. "La stratégie de distribution multiple À la recherche de synergies entre canal physique et canal virtuel," Revue française de gestion, Lavoisier, vol. 0(2), pages 155-170.
    2. Marc Filser & Gilles Paché, 2008. "La dynamique des canaux de distribution. Approches théoriques et ruptures stratégiques," Revue française de gestion, Lavoisier, vol. 0(2), pages 109-133.
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    Cited by:

    1. Madeleine Besson & Bernard Bourdon, 2015. "Can multimarket competition theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances’ manufacturers," Grenoble Ecole de Management (Post-Print) hal-02387337, HAL.
    2. Madeleine Besson & Bernard Bourdon, 2015. "Can multimarket competition theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances’ manufacturers," Post-Print hal-02387337, HAL.

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