Le category management comme outil stratégique de la commercialisation des services en point de vente multimarques: le cas de Bouygues Telecom

This article aims at shedding light on the strategic role of category management for selling services in a multi-brand store. Most studies examined the issue within the food and consumer goods markets. Based on the case of Bouygues Telecom Company, we provide the evidence that category management could be a relevant approach to better sell ser- vices in a multi-brand store. We examine the question of joint management between a mobile telephone operator brand (a service provider) and a telephone brand (a product). Be- sides this joint management question, we show that the only difference with usual category management approach is the key role played by the salespeople and the information at their disposal at the store level.