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Quelles stratégies marketing possibles pour les PME face à la grande distribution ? Routin ou la voie de la stratégie relationnelle

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  • Odile Chanut

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

Abstract

The bargaining power of retailers, especially supermarkets, is increasing and French legislation has failed in vertical competition law. The victims are the consumers, as industrial brand prices have continuously increased since the Galland law (1996), but also the small producers of industrial brands, evicted from supermarket and hypermarket shelves, because of the lack of space and the expansion of retailers' store brands. The more appropriate role for a small relatively weak manufacturer seems to be as a retail own brand producer. However, ROUTIN, a French cordial producer, is an example of a successful cooperation relationship with some chains which has facilitated shelf access for industrial brands.

Suggested Citation

  • Odile Chanut, 2005. "Quelles stratégies marketing possibles pour les PME face à la grande distribution ? Routin ou la voie de la stratégie relationnelle," Post-Print hal-01764430, HAL.
    • Handle: RePEc:hal:journl:hal-01764430
    Note: View the original document on HAL open archive server: https://hal.science/hal-01764430
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    References listed on IDEAS

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    Cited by:

    1. Odile Chanut, 2009. "Grande distribution alimentaire et concurrence. La loi LME est-elle de nature à modifier les positions acquises des groupes de distribution français ?," Post-Print hal-01757066, HAL.

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