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III - Vers une démarche commerciale plus élaborée

Author

Listed:
  • Béatrice Feltmann

    (Chambre de commerce et d'industrie d'Ille-et-Vilaine)

  • Stéphane Gouin

    (Ecole Nationale Supérieure Agronomique de Rennes)

  • Cyrille Delavaud

    (INSFA - Institut National Supérieur de Formation en Agro-alimentaire)

Abstract

La région Bretagne, forte de son potentiel agricole a développé une industrie agro-alimentaire active au cours de la période récente. Les dix dernières années ont vu toutefois apparaître de profondes modifications dans les stratégies commerciales menées par les entreprises agro-alimentaires bretonnes. Elles ont en effet dû s'adapter aux différents mouvements du secteur, mouvements qui concernent aussi bien la distribution que les tendances de la consommation. Cette situation a conduit à des revirements stratégiques, tant sur le marché national que sur les marchés extérieurs pour les plus grandes des entreprises, et contraint les plus petites à "professionnaliser" leur démarche commerciale en privilégiant notamment de nouveaux débouchés.

Suggested Citation

  • Béatrice Feltmann & Stéphane Gouin & Cyrille Delavaud, 1996. "III - Vers une démarche commerciale plus élaborée," Post-Print hal-02392222, HAL.
    • Handle: RePEc:hal:journl:hal-02392222
    as

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    Keywords

    Stratégies commerciales; IAA;

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