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Multisided platform vs. marketing channel : Which theoretical frame should we use to analyse distribution ?
[Plateforme contre canal: Quel cadre théorique pour analyser la distribution ?]

Author

Listed:
  • Marc Filser

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Tatiana Henriquez Henriquez

    (ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers)

  • Jean Frisou

Abstract

Retail trade is now characterised by the co-existence of digital and physical relationships between the distributor and consumers. These question the distribution channel, as the unit of analysis favoured by the marketing literature. The emergence of multi-lateral platforms exploiting this duality of contacts raises questions about the ability of channel theories to reflect new ways of organizing intermediation. After recalling the contributions of channel models, we trace the evolution of distribution modelling, made possible by the generalization of platforms.

Suggested Citation

  • Marc Filser & Tatiana Henriquez Henriquez & Jean Frisou, 2019. "Multisided platform vs. marketing channel : Which theoretical frame should we use to analyse distribution ? [Plateforme contre canal: Quel cadre théorique pour analyser la distribution ?]," Post-Print hal-02454049, HAL.
    • Handle: RePEc:hal:journl:hal-02454049
    DOI: 10.3166/rfg.2019.00369
    as

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    Keywords

    Distribution;

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