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Contrainte de capacité et développement des marques de distributeurs

  • Laurent Flochel
  • Marie-Laure Allain

[fre] Cet article tente d'expliquer l'impact ambigu de la loi Raffarin sur les relations entre producteurs et distributeurs, en montrant qu'elle exerce deux effets opposés sur le partage du profit entre les secteurs amont et aval. Nous proposons un modèle permettant d'appréhender l'influence d'une contrainte de capacité sur les choix de référencement d'un distributeur, et notamment sur sa décision d'introduire ou non une marque propre menaçant la situation de monopole du producteur. Nous montrons que, seule, l'imposition d'une limitation de la taille des magasins peut renforcer le pouvoir des producteurs face aux distributeurs, mais qu'associée à une barrière à l'entrée en aval, elle ne permet plus d'améliorer le pouvoir de négociation des producteurs. [eng] Capacity constraint and the development of own brands In this paper, we try to explain the ambiguous impact of the Raffarin law on the relationships between manufacturers and retailers. We show that the law has two conflicting effects on the share of profit between upstream and downstream firms. We study the influence of a capacity constraint on the development of own brands by retailers. We show that, when entry is free at the retailers' level, a restriction of the retailers' capacity, as imposed by the Raffarin law, can improve producers' profit. But barriers to entry on the downstream market remove this effect.

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

Volume (Year): 52 (2001)
Issue (Month): 3 ()
Pages: 643-653

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Handle: RePEc:prs:reveco:reco_0035-2764_2001_num_52_3_410344
Note: DOI:10.3406/reco.2001.410344
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