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Diagnostiquer la proximité perçue en vente directe de produits alimentaires

Author

Listed:
  • Catherine Herault

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Aurelie Merle

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

  • Anne-Hélène Prigent-Simonin

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

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.

Suggested Citation

  • Catherine Herault & Aurelie Merle & Anne-Hélène Prigent-Simonin, 2013. "Diagnostiquer la proximité perçue en vente directe de produits alimentaires," Working paper serie RMT - Grenoble Ecole de Management hal-00815506, HAL.
    • 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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    References listed on IDEAS

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    1. Marc Filser & Eric Vernette, 2010. "La proximité est-elle seulement une nouvelle mode du marketing?," Post-Print halshs-01288248, HAL.
    2. Gilles Maréchal, 2008. "Les circuits courts alimentaires," Post-Print hal-01522210, HAL.
    3. Andre Torre & Alain Rallet, 2005. "Proximity and Localization," Regional Studies, Taylor & Francis Journals, vol. 39(1), pages 47-59.
    4. Lucy Jarosz, 2000. "Understanding agri-food networks as social relations," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 17(3), pages 279-283, September.
    5. Marc Filser & Eric Vernette, 2010. "La proximité est-elle seulement une nouvelle mode du marketing ?," Post-Print halshs-02913286, HAL.
    Full references (including those not matched with items on IDEAS)

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