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Multisided Platform vs. Marketing channel: which theoretical frame should we use to analyse distribution ?
[Plate-forme contre canal : quel cadre théorique pour analyser la distribution ?]

Author

Listed:
  • Marc Filser

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE], IAE Dijon - Institut d'Administration des Entreprises (IAE) - Dijon - UB - Université de Bourgogne)

  • Jean Frisou
  • Tatiana Henriquez Henriquez

    (Groupe ESC Troyes en Champagne)

Abstract

Traditional retailers are facing the competition of new actors born in the internet world. Whereas those physical retailers try to expand online, the virtual operators recognize the need to develop a physical presence in the marketplace. Models of marketing channels are used to implement distribution strategies in physical stores, and the concept of multisided platform is now classically referred to for internet operations. How can those diverging theoretical frames be combined to help managers in their strategic decisions ?

Suggested Citation

  • Marc Filser & Jean Frisou & Tatiana Henriquez Henriquez, 2019. "Multisided Platform vs. Marketing channel: which theoretical frame should we use to analyse distribution ? [Plate-forme contre canal : quel cadre théorique pour analyser la distribution ?]," Post-Print hal-02065033, HAL.
    • Handle: RePEc:hal:journl:hal-02065033
    as

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