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Comment expliquer le succès du drive ? La logistique et le marketing comme premiers éléments de réponse

Author

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  • Bruno Durand

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Magali Jara

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

Cette recherche exploratoire s'intéresse au développement du drive, une formule qui répond aux impératifs sociétaux de consommateurs pressés et qui s'inscrit dans la logique du développement multi-canal des réseaux de distribution. Notre communication souhaite, donc, étudier les fondements théoriques du drive, ce qui revient à questionner des dimensions, à la fois, d'ordre logistique et d'ordre marketing. Les contributions logistiques soulignent une mutation progressive des organisations existantes, qui semble se traduire par une hybridation des modèles de base de la cyber-épicerie. Quant aux apports marketing, ils tendent à montrer que la construction d'une image forte du drive repose sur le transfert des associations d'image du capital-enseigne.

Suggested Citation

  • Bruno Durand & Magali Jara, 2017. "Comment expliquer le succès du drive ? La logistique et le marketing comme premiers éléments de réponse," Working Papers hal-01460086, HAL.
    • Handle: RePEc:hal:wpaper:hal-01460086
    Note: View the original document on HAL open archive server: https://hal.science/hal-01460086
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    References listed on IDEAS

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    1. Magali Jara & Gérard Cliquet, 2012. "Retail brand equity: Conceptualization and measurement," Post-Print halshs-00675161, HAL.
    2. Gérard Baglin & Olivier Bruel & Alain Garreau & Michel Greif & Laoucine Kerbache & Christian van Delft, 2005. "Management industriel et logistique," Post-Print hal-00655497, HAL.
    3. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    4. Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
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    7. Florence Kremer & Catherine Viot, 2012. "How store brands build retailer brand image," Post-Print hal-01803720, HAL.
    8. Bruno Durand & Jesus Gonzalez-Feliu, 2012. "Impacts of Proximity Deliveries on e-Grocery Trips," Post-Print halshs-00795425, HAL.
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    Keywords

    cyber-épicerie; drive; logistique; marketing; personnalité de l’enseigne;
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