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

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  • Pierre Volle

    ()
    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)

  • Philippe Moati

    ()
    (LADYSS - Laboratoire dynamiques sociales et recomposition des espaces - CNRS : UMR7533 - Université Panthéon-Sorbonne - Paris I - Université Paris VIII Vincennes-Saint Denis - Université de Paris X - Nanterre)

Abstract

Pendant les années 1990-2010, la mobilisation par les distributeurs des ressources attachées à la compétence marketing s'est principalement opérée par le recrutement de personnels qualifiés et la mise en place de partenariats. Cependant, notre étude montre que le cœur de la compétence marketing réside moins dans les ressources que dans l'adaptation des capacités organisationnelles. Cette adaptation se révèle comme un processus complexe et progressif, mettant en jeu des questions de culture d'entreprise et de transversalité des processus, notamment autour du management des catégories de produits. Cependant, le renforcement durable des compétences marketing dans la distribution passe sans doute par un profond changement du modèle d'affaires.

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Bibliographic Info

Paper provided by HAL in its series Post-Print with number halshs-00638653.

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Date of creation: 2011
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Publication status: Published - Presented, 14ième Colloque Etienne Thil, Roubaix, 2011, France
Handle: RePEc:hal:journl:halshs-00638653

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Keywords: distribution; ressources et compétences; capacités organisationnelles; culture d'entreprise; management des catégories; modèle d'affaires;

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  1. Henderson, Rebecca. & Cockburn, Iain., 1994. "Measuring competence? : exploring firm effects in pharmaceutical research," Working papers 3712-94., Massachusetts Institute of Technology (MIT), Sloan School of Management.
  2. Moati, Philippe & Volle, Pierre, 2010. "La montée de la compétence marketing dans la distribution," Economics Papers from University Paris Dauphine 123456789/10634, Paris Dauphine University.
  3. Pierre Volle & Dephine Dion & Marie-Louise Helliès-Hassid, 2008. "Les business models dans la distribution : repérer les chemins de la performance," Post-Print halshs-00638590, HAL.
  4. Sabbah, Stéphane & Helliès-Hassid, Marie-Louise & Dion, Delphine & Volle, Pierre, 2008. "Les business models dans la distribution : repérer les chemins de la performance," Economics Papers from University Paris Dauphine 123456789/1579, Paris Dauphine University.
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