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Les opérations d'acquisition des distributeurs en France : Mesure de la couverture spatiale des réseaux de points de vente

Author

Listed:
  • Gérard Cliquet

    (IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes)

  • David Rulence

    (UMR CEREG - CNRS - Centre National de la Recherche Scientifique, UR - Université de Rennes)

Abstract

La plupart des entreprises de distribution cherchent à développer leur réseau de points de vente afin d'améliorer leur couverture territoriale : l'enjeu est une meilleure audience publicitaire vis-à-vis des clients, et une meilleure position dans les négociations avec les fournisseurs. Une méthode de mesure, fondée sur l'entropie relative, est proposée pour calculer cette couverture territoriale et celle des concurrents à des fins de comparaison ou de rachat.

Suggested Citation

  • Gérard Cliquet & David Rulence, 1998. "Les opérations d'acquisition des distributeurs en France : Mesure de la couverture spatiale des réseaux de points de vente," Post-Print halshs-02925796, HAL.
    • Handle: RePEc:hal:journl:halshs-02925796
    DOI: 10.7193/DM.015.17-27
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