Les leviers stratégiques de l'ancrage territorial : le cas de SAUR dans la région Ouest

The objective of the article is dual. It is a question, on the one hand, of reporting the diversity of the territorial leverages which the company can seize for the development of an anchoring strategy and, on the other hand, of taking into account the tensions or the resistances which influence the intensity of these leverages. The proposals of the research are confronted with the case of a company, SAUR, for whom territorial anchoring is a major strategic axis. We concentrate on the West region of France with particular emphasis on the departmental and local levels. Various territorial leverages are highlighted: The capacity of the private operator to propose a local customized offer, by the double activation of the geographical and organized proximity, the local operator?s expertise in operating the service, the ability of the operator to fit in the local networks by benefiting from territorial legitimacy, the institution of confidence between contracting parties, the evaluation by the elected representatives of the global economic cost for the territory that the departure of the private operator would involve.