IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00567108.html
   My bibliography  Save this paper

Sell where they shop, Levi Strauss Signature: une nouvelle marque pour la grande distribution

Author

Listed:
  • Ulrike Mayrhofer

    (Euristik - Equipe de Recherche en management stratégique - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, Pôle de Recherche - Rouen Business School - Rouen Business School)

  • Claire Roederer

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

En 2003, le groupe américain Lévi Strauss décide de lancer une nouvelle marque appelée Levi Strauss Signature. L'objectif principal consiste à vendre des jeans en grande distribution : "sell jeans where people shop". Après la signature d'un premier accord avec Wal-Mart pour le marché américain, l'entreprise introduit la marque Levi Strauss Signature au Canada, en Australie et au Japon. En 2004, le groupe décide de commercialiser la nouvelle marque sur le marché européen.

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2009. "Sell where they shop, Levi Strauss Signature: une nouvelle marque pour la grande distribution," Post-Print hal-00567108, HAL.
    • Handle: RePEc:hal:journl:hal-00567108
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00567108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.