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Intensité concurrentielle entre lignes de produits rivales:un éclairage par la théorie de la concurrence multimarchés

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Author Info

  • Abdelmajid Amine

    ()
    (Université de Rouen)

  • Faouzi Bensebaa

    (Université de Paris 12)

Abstract

(VF)Cet article propose une lecture nouvelle et globale des stratégies de marketing produit des entreprises en mobilisant la théorie de la concurrence multimarchés. Il tend à montrer la pertinence de transposer cette théorie au niveau de la rivalité entre lignes de produits et à analyser le lien entre la domination d’une firme dans une ligne de produits et la modification du niveau de concurrence du secteur. À travers une analyse de cas, l’article montre que l’intensité des contacts multimarchés entre les firmes du secteur des cosmétiques incite ces dernières à engager l’essentiel de leurs actions, en l’occurrence portant sur les lignes de produits, sur leurs marchés sphères d’influence.(VA)This article offers a new global approach to understand the product strategies of firms through multimarket competition theory. It shows the relevance of the latter theory when applied to product lines rivalry, and analyzes the link between the domination of a firm within a product line and the change in the intensity of competition among firms. Using a case analysis, the article shows that the intensity of multimarket contacts between the firms of the cosmetics sector encourages them to engage most of their actions relating to product lines in their market spheres of influence.

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Bibliographic Info

Article provided by revues.org in its journal Revue Finance Contrôle Stratégie.

Volume (Year): 8 (2005)
Issue (Month): 2 (June)
Pages: 5-37

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Handle: RePEc:dij:revfcs:v:8:y:2005:i:q2:p:5-37

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Related research

Keywords: concurrence multimarchés; sphère d’influence; stratégie produit; tolérance mutuelle; multimarket competition; spheres of influence; product strategy; mutual forbearance.;

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References

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  1. Dubois, Anna & Gadde, Lars-Erik, 2002. "Systematic combining: an abductive approach to case research," Journal of Business Research, Elsevier, vol. 55(7), pages 553-560, July.
  2. Heggestad, Arnold A & Rhoades, Stephen A, 1978. "Multi-Market Interdependence and Local Market Competition in Banking," The Review of Economics and Statistics, MIT Press, vol. 60(4), pages 523-32, November.
  3. Faouzi Bensebaa, 2003. "La dynamique concurrentielle:défis analytiques et méthodologiques," Revue Finance Contrôle Stratégie, revues.org, vol. 6(1), pages 5-37, March.
  4. Evans, William N & Kessides, Ioannis N, 1994. "Living by the "Golden Rule": Multimarket Contact in the U.S. Airline Industry," The Quarterly Journal of Economics, MIT Press, vol. 109(2), pages 341-66, May.
  5. Feinberg, Robert M, 1985. ""Sales-at-Risk": A Test of the Mutual Forebearance Theory of Conglomerate Behavior," The Journal of Business, University of Chicago Press, vol. 58(2), pages 225-41, April.
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