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Les enjeux de management associés à la montée en compétence marketing des distributeurs

  • Pierre Volle

    ()

    (DRM - Dauphine Recherches en Management - Université Paris-Dauphine - CNRS - Centre National de la Recherche Scientifique)

  • Philippe Moati

    ()

    (LADYSS - Laboratoire dynamiques sociales et recomposition des espaces - UP1 - Université Panthéon-Sorbonne - UPOND - Université Paris Ouest Nanterre La Défense - UP8 - Université Paris 8, Vincennes-Saint-Denis - UP7 - Université Paris Diderot - Paris 7 - CNRS - Centre National de la Recherche Scientifique)

From the 90's onwards, retailers' marketing resources have been mainly developed through the recruitment of qualified managers and the establishment of partnerships with service providers and suppliers. However, our research shows that overall marketing competency relies less on the resources than on the dynamic capabilities that retailers can create. The process is complex and progressive. It involves a significant corporate culture change and the implementation of transversal processes, notably through to the management of product categories. However, a stronger development of marketing competencies by retailers probably involves a deeper transformation of their business model.

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Paper provided by HAL in its series Post-Print with number halshs-00638653.

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Date of creation: 2011
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Publication status: Published in 14ième Colloque Etienne Thil, Roubaix, 2011, France. pp.1-29, 2011
Handle: RePEc:hal:journl:halshs-00638653
Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00638653
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  1. repec:dau:papers:123456789/10634 is not listed on IDEAS
  2. Philippe Moati & Pierre Volle, 2010. "La montée de la compétence marketing dans la distribution," Working Papers halshs-00755942, HAL.
  3. Henderson, Rebecca. & Cockburn, Iain., 1994. "Measuring competence? : exploring firm effects in pharmaceutical research," Working papers 3712-94., Massachusetts Institute of Technology (MIT), Sloan School of Management.
  4. repec:dau:papers:123456789/1579 is not listed on IDEAS
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