IDEAS home Printed from https://ideas.repec.org/a/dij/revfcs/v8y2005iq2p5-37.html
   My bibliography  Save this article

Intensité concurrentielle entre lignes de produits rivales:un éclairage par la théorie de la concurrence multimarchés

Author

Listed:
  • Abdelmajid Amine

    () (Université de Rouen)

  • Faouzi Bensebaa

    (Université de Paris 12)

Abstract

(VF)Cet article propose une lecture nouvelle et globale des stratégies de marketing produit des entreprises en mobilisant la théorie de la concurrence multimarchés. Il tend à montrer la pertinence de transposer cette théorie au niveau de la rivalité entre lignes de produits et à analyser le lien entre la domination d’une firme dans une ligne de produits et la modification du niveau de concurrence du secteur. À travers une analyse de cas, l’article montre que l’intensité des contacts multimarchés entre les firmes du secteur des cosmétiques incite ces dernières à engager l’essentiel de leurs actions, en l’occurrence portant sur les lignes de produits, sur leurs marchés sphères d’influence.(VA)This article offers a new global approach to understand the product strategies of firms through multimarket competition theory. It shows the relevance of the latter theory when applied to product lines rivalry, and analyzes the link between the domination of a firm within a product line and the change in the intensity of competition among firms. Using a case analysis, the article shows that the intensity of multimarket contacts between the firms of the cosmetics sector encourages them to engage most of their actions relating to product lines in their market spheres of influence.

Suggested Citation

  • Abdelmajid Amine & Faouzi Bensebaa, 2005. "Intensité concurrentielle entre lignes de produits rivales:un éclairage par la théorie de la concurrence multimarchés," Revue Finance Contrôle Stratégie, revues.org, vol. 8(2), pages 5-37, June.
  • Handle: RePEc:dij:revfcs:v:8:y:2005:i:q2:p:5-37
    as

    Download full text from publisher

    File URL: http://crego.u-bourgogne.fr/images/stories/rev/082037.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. William N. Evans & Ioannis N. Kessides, 1994. "Living by the "Golden Rule": Multimarket Contact in the U. S. Airline Industry," The Quarterly Journal of Economics, Oxford University Press, vol. 109(2), pages 341-366.
    2. Feinberg, Robert M, 1985. ""Sales-at-Risk": A Test of the Mutual Forebearance Theory of Conglomerate Behavior," The Journal of Business, University of Chicago Press, vol. 58(2), pages 225-241, April.
    3. Faouzi Bensebaa, 2003. "La dynamique concurrentielle:défis analytiques et méthodologiques," Revue Finance Contrôle Stratégie, revues.org, vol. 6(1), pages 5-37, March.
    4. Heggestad, Arnold A & Rhoades, Stephen A, 1978. "Multi-Market Interdependence and Local Market Competition in Banking," The Review of Economics and Statistics, MIT Press, vol. 60(4), pages 523-532, November.
    5. repec:cup:apsrev:v:98:y:2004:i:02:p:341-354_00 is not listed on IDEAS
    6. Dubois, Anna & Gadde, Lars-Erik, 2002. "Systematic combining: an abductive approach to case research," Journal of Business Research, Elsevier, vol. 55(7), pages 553-560, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Madeleine Besson & Bernard Bourdon, 2015. "Can Multimarket Competition Theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances' manufacturers," Grenoble Ecole de Management (Post-Print) hal-01263956, HAL.
    2. repec:hal:journl:hal-01263954 is not listed on IDEAS
    3. Madeleine Besson & Bernard Bourdon, 2015. "Can Multimarket Competition Theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French manufacturers of household appliances," Grenoble Ecole de Management (Post-Print) hal-01263954, HAL.
    4. repec:hal:journl:hal-01263956 is not listed on IDEAS

    More about this item

    Keywords

    concurrence multimarchés; sphère d’influence; stratégie produit; tolérance mutuelle; multimarket competition; spheres of influence; product strategy; mutual forbearance.;

    JEL classification:

    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dij:revfcs:v:8:y:2005:i:q2:p:5-37. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Gérard Charreaux). General contact details of provider: http://www.revues.org/ .

    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 CitEc recognized a reference but did not link an item in RePEc 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.