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Apple Store ou l'innovation de distribution

Author

Listed:
  • Madeleine Besson

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

Abstract

En janvier 2007, Apple Computer Inc. change de nom et devient Apple Inc., officialisant ainsi l'élargissement de ses marchés au-delà de l'informatique personnelle. Le cas Apple Store permet d'illustrer l'évolution de la marque de Cupertino sur de nouveaux marchés et sur de nouvelles fonctions de la chaîne de valeur dans le secteur très large de l'électronique grand-pubic.

Suggested Citation

  • Madeleine Besson, 2014. "Apple Store ou l'innovation de distribution," Grenoble Ecole de Management (Post-Print) hal-01217129, HAL.
    • Handle: RePEc:hal:gemptp:hal-01217129
    Note: View the original document on HAL open archive server: https://hal.science/hal-01217129
    as

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