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De la « Good-Dominant Logic » à la « Service-Dominant Logic » : la difficile mutation de la distribution vers l’omnicanal

Author

Listed:
  • Tiphaine Chautard

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Guillaume Do Vale
  • Isabelle Collin-Lachaud

    (SKEMA Business School)

Abstract

Cette recherche vise à identifier les pratiques du secteur de la distribution dans le cadre de sa transition du multicanal vers l'omnicanal. Issus d'une analyse thématique de cent articles de presse parus entre 2015 et 2016 contenant le mot clé « omnicanal », nos résultats témoignent de l'impact de cette mutation sur l'ensemble des composantes de l'organisation, tant au niveau du front office (magasin connecté, dispositifs crosscanal comme le click&collect…) que du back office (coordination des services, gestion de la relation client, management…). Notre recherche montre combien cette transition correspond à une évolution d'une logique GDL (Good-Dominant Logic) à une logique SDL (Service-Dominant Logic). Les résultats dressent un état des lieux des initiatives prises et mettent en lumière des pistes d'action pour accompagner les distributeurs dans l'entame ou la poursuite de leur transition vers l'omnicanal.

Suggested Citation

  • Tiphaine Chautard & Guillaume Do Vale & Isabelle Collin-Lachaud, 2016. "De la « Good-Dominant Logic » à la « Service-Dominant Logic » : la difficile mutation de la distribution vers l’omnicanal," Post-Print hal-02521119, HAL.
    • Handle: RePEc:hal:journl:hal-02521119
    as

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