| Title: |
Can multimarket competition theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances’ manufacturers |
| Authors: |
Besson, Madeleine; Bourdon, Bernard |
| Contributors: |
Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) (LITEM); Grenoble Ecole de Management (EESC-GEM)-Université d'Évry-Val-d'Essonne (UEVE)-Télécom Ecole de Management (TEM); Département Management, Marketing et Stratégie (IMT-BS - MMS); Télécom Ecole de Management (TEM)-Institut Mines-Télécom Business School (IMT-BS); Institut Mines-Télécom Paris (IMT)-Institut Mines-Télécom Paris (IMT); Institut de Recherche en Gestion (IRG); Université Paris-Est Marne-la-Vallée (UPEM)-Université Paris-Est Créteil Val-de-Marne - Paris 12 (UPEC UP12); LITEM-IMO |
| Source: |
Proceedings EAERCD 2015 : 18th International Conference on Research in the Distributive Trades of the European Association for Education and Research in Commercial Distribution ; EAERCD 2015 : 18th International Conference on Research in the Distributive Trades of the European Association for Education and Research in Commercial Distribution ; https://hal.science/hal-02387337 ; EAERCD 2015 : 18th International Conference on Research in the Distributive Trades of the European Association for Education and Research in Commercial Distribution, Jul 2015, Rennes, France |
| Publisher Information: |
CCSD; EAERCD |
| Publication Year: |
2015 |
| Subject Terms: |
Strategic marketing; Electronic appliances; Theory of multimarket competition; E-commerce; Channel management; Manufacturer/distributor relationship; Multipoint competition; Cross channel; [SHS.GESTION]Humanities and Social Sciences/Business administration |
| Subject Geographic: |
Rennes; France |
| Description: |
International audience ; With turnover of more than €51 billion in France in 2013, e-commerce continues to grow, both in volume and number of players. While economic theories suggest that manufacturers should integrate intermediation functions as soon as they are able to perform them at a lower cost than external operators, few French manufacturers are engaging in e-commerce. In this research, we explore why manufacturers of household appliance do not launch e-commerce sites. Our results suggest that, in accordance with multimarket competition theory, they do so in order to avoid coercion from the traditional French distribution system. |
| Document Type: |
conference object |
| Language: |
English |
| Availability: |
https://hal.science/hal-02387337; https://hal.science/hal-02387337v1/document; https://hal.science/hal-02387337v1/file/EAERCD_Paper%20submitted%20to%20the%2018th%20EAERX%20Conference_Jul15.pdf |
| Rights: |
info:eu-repo/semantics/OpenAccess |
| Accession Number: |
edsbas.5B3C884E |
| Database: |
BASE |