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Les marques de distributeurs : Vers de nouvelles relations entre producteurs et distributeurs

Author

Listed:
  • Cécile Jean

    (UM1 - Université Montpellier 1)

Abstract

Les marques de distributeurs sont amenées à jouer un rôle prépondérant dans l'établissement de nouvelles relations entre producteurs et distributeurs. Les stratégies de différenciation suivies par de nombreuses enseignes d'hypermarchés remettent en cause les filières d'approvisionnement traditionnelles des produits à marque de distributeur et modifient sensiblement la répartition du pouvoir entre les acteurs, en redistribuant les fonctions marketing au sein du canal.

Suggested Citation

  • Cécile Jean, 1998. "Les marques de distributeurs : Vers de nouvelles relations entre producteurs et distributeurs," Post-Print halshs-02925800, HAL.
    • Handle: RePEc:hal:journl:halshs-02925800
    DOI: 10.7193/DM.015.47-57
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    Cited by:

    1. Samy Belaïd & Philippe Breton & Jérôme Lacoeuilhe, 2016. "Rethinking offers MDD : the fresh perspective of developers and store managers combined [Repenser l'offre des MDD : le regard croisé des développeurs et des managers de rayon]," Post-Print hal-01413628, HAL.
    2. Samy Belaïd & Jérôme Lacoeuilhe, 2015. "Mesure de l’attitude à l’égard de la MDD : nouvelles perspectives," Post-Print hal-01178082, HAL.

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