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L'extension de gamme verticale : Clarification du concept

Author

Listed:
  • Billy Salha
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

L'objectif de cet article est de clarifier la notion d'extension de gamme verticale et de mieux comprendre la perception des consommateurs face à ce type de stratégie de marques. Dans cette optique, la problématique générale de l'extension verticale est présentée. Dans un second temps, nous proposons un état des réactions des consommateurs face aux extensions verticales. Puis, les stratégies pour limiter les risques des extensions verticales sont mises en évidence.

Suggested Citation

  • Billy Salha & Géraldine Michel, 2005. "L'extension de gamme verticale : Clarification du concept," Post-Print hal-02023543, HAL.
    • Handle: RePEc:hal:journl:hal-02023543
    DOI: 10.1177/076737010502000104
    as

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    Citations

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    Cited by:

    1. Eric Tafani & Géraldine Michel & Emmanuelle Rosa, 2009. "Vertical Product Line Extension Strategies: An Evaluation of Brand Halo Effect according to Range Level," Post-Print hal-02051232, HAL.

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