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Diagnostiquer la proximité perçue en vente directe de produits alimentaires

  • Catherine Herault

    ()

    (MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Institut national de la recherche agronomique (INRA) - Institut de recherche pour le développement [IRD] - CIRAD - Centre de coopération internationale en recherche agronomique pour le développement - IAMM)

  • Aurelie Merle

    ()

    (MKT - Marketing - Grenoble École de Management (GEM))

  • Anne-Hélène Prigent-Simonin

    ()

    (CoActis - Université Jean Monnet - Saint-Etienne)

Registered author(s):

    Assessing the perceived proximity in direct selling of food products In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - French CSA (AMAP), farm shops and direct selling on markets- we show the interest of assessing perceived proximity since it has a positive influence on consumers trust towards the studied supply chains and allows to discriminate them. The relevance of the concept of proximity being supported, recommendations are then emphasized on two points: which kinds of proximity to encourage and how to enhance proximity in food direct selling.

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    File URL: http://hal.grenoble-em.com/hal-00815506/document
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    Paper provided by HAL in its series Working paper serie RMT - Grenoble Ecole de Management with number hal-00815506.

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    Date of creation: 18 Apr 2013
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    Handle: RePEc:hal:gemwpa:hal-00815506
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00815506
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    1. Lucy Jarosz, 2000. "Understanding agri-food networks as social relations," Agriculture and Human Values, Springer, vol. 17(3), pages 279-283, September.
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