LE DRIVE : VECTEUR DE CANNIBALISATION OU DE COMPLÉMENTARITÉ? : LE CAS DE LA GRANDE DISTRIBUTION ALIMENTAIRE FRANÇAISE
Volume: 252, Pages: 55 - 70
Published: Jan 1, 2015
Abstract
EnglishThe main objective of this qualitative research is to identify the impact of multichannel retailing on sources of synergies and cannibalization between the grocery store and the click and collect channels. The authors compared the conclusions of a review of the literature with the practices of French large grocers. The research demonstrates that a multi-channel strategy enables retailers to reinforce their competitive advantages when...
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