IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01767214.html
   My bibliography  Save this paper

Cas pédagogique : Routin. De la marque propre à sa propre marque. Comment une PME de l'agroalimentaire peut-elle accéder aux rayons de la grande distribution alimentaire ?

Author

Listed:
  • Odile Chanut

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

Le cas traite le thème des relations entre producteurs et distributeurs, et plus particulièrement des stratégies possibles des PME agroalimentaires face au pouvoir de la grande distribution alimentaire (GDA) et à la montée en puissance des MDD. L'entreprise choisie, Routin, doit son développement à son positionnement de fabricant exclusif de MDD. Elle a pu ensuite lancer une marque propre. Son développement suppose désormais d'étoffer sa force de vente et de poursuivre sa diversification, pour réduire sa dépendance à la GDA. Abstract: The case focuses on relationships between large retailers and producers. It shows how a small relatively weak manufacturer from the food industry can succeed in accessing to supermarket

Suggested Citation

  • Odile Chanut, 2011. "Cas pédagogique : Routin. De la marque propre à sa propre marque. Comment une PME de l'agroalimentaire peut-elle accéder aux rayons de la grande distribution alimentaire ?," Post-Print hal-01767214, HAL.
    • Handle: RePEc:hal:journl:hal-01767214
    Note: View the original document on HAL open archive server: https://hal.science/hal-01767214
    as

    Download full text from publisher

    File URL: https://hal.science/hal-01767214/document
    Download Restriction: no
    ---><---

    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-01767214. 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.