Portal de Periódicos da CAPES

Distribution des rôles dans le canal commercial : 2. Des coulisses à l’avant-scène

2005; Volume: 38; Linguagem: Inglês

10.7193/dm.038.31.46

2269-8469

Alain Bultez,

Business Strategy and Innovation

The first part of this paper, published in the Issue 37 of Decisions Marketing, has exposed the negative connotations connected with commonly held & widely spread views on the trade and more specifically on big players. Long before Management scientists started to pay attention to vertical market structures, economists propounded even more radical models of marketing channels : mathematically demonstrating the inefficiency of wholesalers & retailers does indeed lead to order them back to the backstage, if not to dismiss them. This second part of our critical literature review proves that adding a touch of realism to the theoretical IO scenario - by taking into account the variable costs entailed by the distribution activities - amounts to reversing the casting without deceiving consumers. Talents and skills required to belong to the trade and professionally excel in it are depicted in the ending scenes of this script.