Pratiques et trajectoires de la grande distribution dans le commerce alimentaire sur Internet. Vers un autre modèle de coordination pour le commerce électronique ?
Abstract[fre] Le modèle de la grande distribution est caractérisé par la mise en scène dans le magasin d'une offre exhaustive, concurrentielle et comparable de produits aux caractéristiques assez bien définies. L'ajustement marchand s'y effectue dans le cadre d'une relation client intermittente, indirecte, impersonnelle et statistique. Le développement du e-commerce pointe vers l'émergence d'un autre répertoire de coordination. Les économies d'échelle laisseraient place aux économies de variété, dans le cadre d'une relation client individuelle, personnelle et « continue », lourdement équipée en moyens de communications et pour des prestations personnalisables. Dans ce modèle qui repose sur la captation d'une audience volatile, le consommateur rejoue ses préférences, et le produit ses qualités à chaque transaction, mais la coordination est en permanence menacée par cette volatilité à la fois externe et inhérente aux ajustements électroniques. [eng] Practices and trajectories of mass distribution in food trade on the internet: towards another coordination model for e-commerce. . The adjustment between supply and demand was characterized in mass retailing by the display of an exhaustive, competitive and comparable offering of products with clearly-defined and visible characteristics. Adjustment between this supply and demand was framed by an irregular, indirect, impersonal and statistical relationship with customers. The tensions that we observed with the development of e-commerce show the emergence of a very different model. Economies of variety are substituted for economies of scale, in a context of individual, personal and "continuous" customer relations, heavily equipped in means of communication and set in a framework of personalizable goods and services. In this model based on the capture of a volatile audience, the market "heats up" as consumer preferences and product qualities are reshaped with each transaction, but coordination is constantly threatened by this volatility which is both external and incorporated to electronic adjustments.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Programme National Persée in its journal Revue économique.
Volume (Year): 52 (2001)
Issue (Month): 1 ()
Contact details of provider:
Web page: http://www.persee.fr/web/revues/home/prescript/revue/reco
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Eric Brousseau, 2002.
"The Governance of Transactions by Commercial Intermediaries: An Analysis of the Re-engineering of Intermediation by Electronic Commerce,"
International Journal of the Economics of Business,
Taylor & Francis Journals, vol. 9(3), pages 353-374.
- Brousseau, Eric, 2002. "The Governance of Transactions by Commercial Intermediaries: An Analysis of the Re-engineering of Intermediation by Electronic Commerce," Economics Papers from University Paris Dauphine 123456789/12502, Paris Dauphine University.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Equipe PERSEE).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.