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Les enjeux de management associés à la montée en compétence marketing des distributeurs

Author

Listed:
  • Pierre Volle

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Philippe Moati

    (LADYSS - Laboratoire Dynamiques Sociales et Recomposition des Espaces - UP1 - Université Paris 1 Panthéon-Sorbonne - UP8 - Université Paris 8 Vincennes-Saint-Denis - UPN - Université Paris Nanterre - UPD7 - Université Paris Diderot - Paris 7 - CNRS - Centre National de la Recherche Scientifique)

Abstract

From the 90's onwards, retailers' marketing resources have been mainly developed through the recruitment of qualified managers and the establishment of partnerships with service providers and suppliers. However, our research shows that overall marketing competency relies less on the resources than on the dynamic capabilities that retailers can create. The process is complex and progressive. It involves a significant corporate culture change and the implementation of transversal processes, notably through to the management of product categories. However, a stronger development of marketing competencies by retailers probably involves a deeper transformation of their business model.

Suggested Citation

  • Pierre Volle & Philippe Moati, 2011. "Les enjeux de management associés à la montée en compétence marketing des distributeurs," Post-Print halshs-00638653, HAL.
    • Handle: RePEc:hal:journl:halshs-00638653
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00638653
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/10634 is not listed on IDEAS
    2. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    3. Rebecca Henderson & Iain Cockburn, 1994. "Measuring Competence? Exploring Firm Effects in Pharmaceutical Research," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 63-84, December.
    4. Philippe Moati & Pierre Volle, 2010. "La montée de la compétence marketing dans la distribution," Working Papers halshs-00755942, HAL.
    5. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    6. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
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    Cited by:

    1. Valérie Charriere-Grillon & Gilles Garel, 2014. "L'histoire des Marques De Distributeurs (MDD) haut de gamme à Monoprix : Genèse de Monoprix Gourmet," Post-Print hal-04022997, HAL.

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