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L’avantage concurrentiel des distributeurs internationaux en Chine : une approche par les compétences-clés

Author

Listed:
  • Lanlan Cao

    (Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School)

  • Marc Dupuis

    (EM - EMLyon Business School)

Abstract

Cet article montre l'importance de l'identification des compétences-clés d'une enseigne internationale de distribution dans la détermination et le renforcement d'un avantage concurrentiel durable dans un pays d'accueil. L'interview en profondeur de 21 dirigeants des principales enseignes internationales opérant sur le territoire chinois identifie deux types de compétences-clés: les compétences de base et les compétences architecturales. S'agissant des implications pour les praticiens, nous proposons un outil de diagnostic des compétences de l'enseigne et des pistes de réflexion pour contrer l'érosion de son avantage concurrentiel dans le pays d'accueil.

Suggested Citation

  • Lanlan Cao & Marc Dupuis, 2010. "L’avantage concurrentiel des distributeurs internationaux en Chine : une approche par les compétences-clés," Post-Print hal-00565504, HAL.
    • Handle: RePEc:hal:journl:hal-00565504
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