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Internet. Marché électronique ou réseaux commerciaux ?

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  • Michel Gensollen
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    [eng] Internet: digital market or commercial networks? The growing efficiency of information networks, now distinct from the physical networks of conventional retail markets, should, theoretically, lead to friction-free efficient markets, with less price dispersion. But empirical evidence point to another direction: more precise segmentation on the demand side, more efficient differentiation for the products and services. Internet allows consumers to spontaneously form communities and firms to benefit from economies of scale by merging some of their activities. This paper try to describe the new marketing that might be induced by electronic markets when they replace conventional markets. [fre] L'efficacité accrue des réseaux d'information, indépendants désormais des réseaux physiques de distribution des produits, devrait théoriquement permettre des marchés plus fluides et plus efficaces, caractérisés par des prix moins dispersés. Toutefois, les premières analyses empiriques concernant le commerce électronique montrent qu'on assiste plutôt à l'émergence de segmentations plus fines des clientèles et de différenciations plus efficaces des produits. Internet favorise ainsi la création de réseaux de clientèles, structurées en communautés et de réseaux d'entreprises, qui mutualisent certaines étapes de leur chaîne de valeur à fortes économies d'échelle. Le présent article tente d'imaginer les nouveaux couplages entre l'offre et la demande, qui se mettent en place sur Internet et viendront bientôt rivaliser avec les marchés « réels ».

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    Article provided by Programme National Persée in its journal Revue économique.

    Volume (Year): 52 (2001)
    Issue (Month): 1 ()
    Pages: 137-161

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    Handle: RePEc:prs:reveco:reco_0035-2764_2001_hos_52_1_410281
    Note: DOI:10.3406/reco.2001.410281
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