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L’impact économique du développement des marques de distributeurs

Author

Listed:
  • Vincent Réquillart
  • Philippe Bontems
  • Fabian Bergès-Sennou

Abstract

[eng] In this article we survey the economic literature on private labels (PLs). The first section looks at PL growth. We analyze the causes of private-label introduction by retailers and its impact on manufacturers and consumers. We compare our conclusions with the findings of empirical studies. The third section discusses PL positioning. The fourth section examines the link between PLs and retailers’ loyalty programs. The fifth section addresses the issues for manufacturers resulting from PL introduction. We conclude with some thoughts on PLs and their impact on social welfare. [fre] Cet article constitue une synthèse de la littérature traitant des marques de distributeurs (MDD). Dans une première partie, nous faisons l’état des lieux statistiques sur l’importance des MDD. Dans un second temps, nous analysons les raisons ayant poussé les distributeurs à introduire les MDD ainsi que l’impact de leur développement sur les producteurs et les consommateurs. Ces conclusions sont ensuite confrontées à la littérature empirique sur les MDD. La troisième partie s’intéresse au positionnement stratégique des MDD et la quatrième partie fait le lien entre les MDD et les politiques de fidélisation des enseignes. Enfin, les enjeux des MDD pour les producteurs sont discutés dans une cinquième partie et une réflexion sur les effets de bien-être du développement des MDD conclut l’article.

Suggested Citation

  • Vincent Réquillart & Philippe Bontems & Fabian Bergès-Sennou, 2009. "L’impact économique du développement des marques de distributeurs," Économie et Prévision, Programme National Persée, vol. 189(3), pages 41-56.
  • Handle: RePEc:prs:ecoprv:ecop_0249-4744_2009_num_189_3_7923
    DOI: 10.3406/ecop.2009.7923
    Note: DOI:10.3406/ecop.2009.7923
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    References listed on IDEAS

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    1. Cotterill, Ronald W & Putsis, William P, Jr & Dhar, Ravi, 2000. "Assessing the Competitive Interaction between Private Labels and National Brands," The Journal of Business, University of Chicago Press, vol. 73(1), pages 109-137, January.
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    More about this item

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy

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