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Fidélité à la marque, fidélité à l'enseigne: une analyse des déterminants des rapports de force entre producteurs et distributeurs

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  • Stéphane Caprice

Abstract

[eng] Within-brand and within-store competition: a determinant analysis of the balance of power between manufacturers and retailers - The growing importance of mass distribution has transformed the balance of power between manufacturers and retailers. Regarding the limited effectiveness of numerous laws (Royer, Raffarin, Galland), which were supposed to restrain the increasing power of retailers, an accurate analysis of the relationships between manufacturers and retailers is required. This paper proposes a model where we study the balance of power between manufacturers and retailers by underlining the possibility of switching stores within brand or switching brands within store. The model is a double duopoly where producers and retailers are differentiated at each level. To represent vertical contracting between producers and retailers, we assume that contracts are in two-part tariffs and secretly and bilaterally negotiated. A profit analysis shows that producers' and retailers' differentiation have different consequences. Retailers can take advantage of a higher within-brand competition but a higher within- store competition, always, is detrimental to producers. [fre] Depuis de nombreuses années, on assiste à une évolution des rapports de force entre producteurs et distributeurs en faveur de l'aval. L'effet limité des différentes réglementations (Royer, Raffarin, Galland) censées contenir le pouvoir croissant des distributeurs incite à une analyse plus fine des relations « producteurs-distributeurs », en particulier des déterminants des pouvoirs économiques des uns et des autres. L'article propose un modèle permettant de mesurer la répartition des rapports de force entre producteurs et distributeurs en mettant l'accent sur le comportement des consommateurs et les éventuels reports de consommation (intra marque et inter marques) lorsqu'un produit vient à manquer chez un distributeur. Le modèle considéré est un double duopole amont et aval, dans lequel les producteurs et les distributeurs sont, à chaque niveau, imparfaitement substituables. Les contrats sont en deux parties, secrets et négociés bilatéralement. L'analyse de la distribution des profits fait apparaître un rôle asymétrique des degrés de différenciation amont et aval. En particulier, une différenciation faible entre producteurs (faible fidélité à la marque) peut être favorable aux distributeurs, mais une différenciation faible entre distributeurs (faible fidélité à l'enseigne) est nécessairement défavorable aux producteurs.

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Bibliographic Info

Article provided by Programme National Persée in its journal Économie rurale.

Volume (Year): 283 (2004)
Issue (Month): 1 ()
Pages: 72-84

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Handle: RePEc:prs:recoru:ecoru_0013-0559_2004_num_283_1_5507

Note: DOI:10.3406/ecoru.2004.5507
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Web page: http://www.persee.fr/web/revues/home/prescript/revue/ecoru

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