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L’engagement des distributeurs dans le processus de développement d’une compétence marketing : le cas français entre 1990 et 2010

  • Volle, Pierre
  • Moati, Philippe

This research aims at shedding some light on the ways in which French retailers have built their marketing capabilities between 1990 and 2010. The research identifies various factors essentially related to changes in the growth regime that may explain why these retailers have engaged progressively in the process of building marketing capabilities. The research also shows that this process has not been linear and homogeneous. The intensity has been variable across retail sectors and retail chains, along their strategic line and organizational culture. So far, only a limited set of retail chains have managed to build a competitive advantage based on strong marketing capabilities.

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Paper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/8452.

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Date of creation: 2011
Date of revision:
Publication status: Published in Entreprises et Histoire, 2011, Vol. 64, no. 3. pp. 102-117.Length: 15 pages
Handle: RePEc:dau:papers:123456789/8452
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