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La segmentation, logique d’étude et logique d’action : une application au marché du vin

Author

Listed:
  • Nathalie Guibert

    (AU - Avignon Université)

  • Pierre-Louis Dubois

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

Abstract

Partant du constat des décalages entre les discours académiques et les attentes des praticiens, cette contribution a pour objet de montrer que la mise en œuvre de la recherche en matière de segmentation est en soi une étape indispensable. Celle-ci confère en effet toute leur portée aux concepts et aux méthodes. Pourtant, confrontés aux contingences de l'application pratique, ces derniers font souvent preuve de certaines limites au regard d'une gestion efficace et efficiente des entreprises. Pour spécifier les principales difficultés dans ce passage de la compréhension à l'action et ouvrir des pistes permettant d'en tenir compte, nous avons focalisé l'analyse sur le marché du vin. Dans ce secteur en effet, les menaces engendrées par la globalisation créent une dynamique et une urgence particulièrement propices à ce type de réflexion.

Suggested Citation

  • Nathalie Guibert & Pierre-Louis Dubois, 2006. "La segmentation, logique d’étude et logique d’action : une application au marché du vin," Post-Print halshs-02914919, HAL.
    • Handle: RePEc:hal:journl:halshs-02914919
    DOI: 10.7193/DM.042.09.20
    as

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