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Cas pédagogique (SC_0325_2) : Transformation numérique de la Grande Distribution, enjeux organisationnels, technologiques et CSR des Drive chez Leclerc

Author

Listed:
  • Delphine Minchella

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

Leclerc est une enseigne de Grande Distribution reconnue pour sa réussite et son innovativité en France. Le succès rencontré par la famille, le modèle économique original, hybride entre franchise et salariat, présente en soi une innovation organisationnelle extrêmement intéressante à analyser. Cependant, c'est surtout sa maîtrise précoce des nouvelles technologies qui fait l'objet de ce cas, particulièrement à travers le déploiement stratégique des Drive. Ce cas analyse comment la culture d'innovation ancrée chez Leclerc s'est concrétisée dans le concept Drive, permettant à l'enseigne, malgré sa position de challenger national, de conquérir et maintenir la première place sur ce segment. Les choix organisationnels et techniques déployés pour les Drive illustrent parfaitement les arbitrages stratégiques nécessaires dans un processus de transformation numérique.

Suggested Citation

  • Delphine Minchella, 2025. "Cas pédagogique (SC_0325_2) : Transformation numérique de la Grande Distribution, enjeux organisationnels, technologiques et CSR des Drive chez Leclerc," Post-Print hal-05401120, HAL.
    • Handle: RePEc:hal:journl:hal-05401120
    as

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