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Contraintes et opportunités à fabriquer des marques de distributeurs : une étude exploratoire

Author

Listed:
  • Sandrine Cadenat

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Jean-Claude Pacitto

    (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel)

Abstract

Les marques de distributeurs (MDD) constituent, aujourd'hui, une réalité incontournable des économies développées. Leur progression, tant en France qu'à l'étranger, conduit ainsi à s'interroger sur la relation fournisseur/distributeur. En effet, que cela concerne les produits proprement dits ou les processus à l'origine de ceux-ci, la généralisation des stratégies MDD de la part des distributeurs a une influence directe sur la relation avec les fournisseurs, mais également sur la gestion de l'ensemble de l'activité. Jugée contraignante, la relation entre les deux acteurs a pourtant des effets bénéfiques que la plupart des producteurs s'accordent à reconnaître.

Suggested Citation

  • Sandrine Cadenat & Jean-Claude Pacitto, 2009. "Contraintes et opportunités à fabriquer des marques de distributeurs : une étude exploratoire," Post-Print halshs-02913333, HAL.
    • Handle: RePEc:hal:journl:halshs-02913333
    DOI: 10.7193/DM.055.29.40
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    Cited by:

    1. Anne-Marie Bocquet & Claude Jameux, 2011. "Le rôle des partenariats distributeurs / producteurs dans le développement des filières agroalimentaires durables," Post-Print hal-00947880, HAL.
    2. Valérie Charriere-Grillon & Gilles Garel, 2014. "L'histoire des Marques De Distributeurs (MDD) haut de gamme à Monoprix : Genèse de Monoprix Gourmet," Post-Print hal-04022997, HAL.

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