The purpose of this case study is to identify the conditions for a company developing a B2B trade... more The purpose of this case study is to identify the conditions for a company developing a B2B trade show's communication to move into an efficient Omni-channel communication approach. The case study method is used to describe the issues facing Plastic Omnium Environnement Company in deploying an Omni-channel communication approach. This company provides services to local authorities and private sector companies to dispose of their waste. Its Director of communication, Pierre Mereau, is faced with the fact that 160 French communes changed hands from one political party to another in the last local elections. This led to stagnation in terms of turnover—the time required for decision-makers to once again invest in waste management. At the same time, his General Directorate is asking him to make cuts and savings. Pierre Mereau evaluates its performance in the two last most important trade shows and set his mind to develop an Omni-channel communication approach. This case study provides an insight in an organization that is optimizing its communication strategy in a specific market. It should help companies to develop synergies between the trade show and social media.
The primary objective of this qualitative research is to understand the multi-channel impact on t... more The primary objective of this qualitative research is to understand the multi-channel impact on the role and management of the sales forces. The authors compare the conclusion of the review of the literature with the analysis of the sales strategy of a major cosmetics’ brand to highlight training methods and compensation that will help the sales forces to support the inter-channel migration of their customers.
Le principal objectif de cette recherche qualitative est d'identifier l'impact du multi-canal sur... more Le principal objectif de cette recherche qualitative est d'identifier l'impact du multi-canal sur les syner-gies et la cannibalisation entre le canal magasin et le drive à prédominance alimentaire. Les auteurs confron-tent les résultats d'une revue de la littérature avec les meilleures pratiques des enseignes françaises. Les résultats permettent de formuler des implications managériales relatives à la conquête d'avantages compé-titifs liés au développement de synergies multi-canal. Résumé Mots clés : Commerce de détail alimentaire-Multi-canal-Magasin-Drive. The 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 developing material, immaterial and competitive synergies. Abstract Key w or ds : Multi-channel grocery retailing-Stores-Drive-in.
The purpose of this case study is to let the readers identify the key success factors of the Fren... more The purpose of this case study is to let the readers identify the key success factors of the French grocery retail companies' drive-through model. A case study approach is used to describe clearly issues confronting Intermarché, the third largest French grocery retail company, to the important and fast drive-in model development. The large French grocery retailers are investing heavily in the 'click and drive' format in order to avoid having to make home deliveries and bear the substantial costs associated with the 'last mile'. Investing in selected drive-in locations is a cheaper way for them to expand their area of coverage than investing in new outlets. But they still have to deal with a new and difficult format, which presents a number of challenges from the strategic, logistic and marketing points of view. This case study provides an insight into the success of the grocery 'click and drive' (or drive—or drive-in) model developed by French grocery retail companies and allows understanding the basis of their competitive advantages. It can also help large grocery retailers to achieve their development objectives and counter the stagnation of traditional retail formats in Western Europe.
Purpose – The purpose of this paper is to discuss the retailer Carrefour in India. Design/methodo... more Purpose – The purpose of this paper is to discuss the retailer Carrefour in India. Design/methodology/approach – The paper compares the retailer Carrefour and its competitors in India. Findings – Carrefour needed time to tie up with an Indian partner to start retail operations in India. The company also delayed its retail plans to focus on launching cash and carry (wholesale) operations. The world's second biggest supermarket group by sales is negotiating with over six Indian companies including diversified business groups, retailers and mall owners. Originality/value – The paper provides a discussion on the Indian retail sector and the retailer Carrefour.
International Journal of Retail & Distribution Management
Purpose – In France, the consumer prices of major industrial brands have been rising for a number... more Purpose – In France, the consumer prices of major industrial brands have been rising for a number of years, while the price differential between these brands and the retailers' ones has widened. These consequences were attributed to the French legislation, particularly to the Galland Act, enacted in 1996, which regulated the banning of below cost resale. The aim of this paper is to explain the effects of the legislation on price competition within the grocery sector and to analyse the effects of the Dutreil Act, enacted in 2005, which modified the Galland Act. Design/methodology/approach – The paper carried out an analysis of economic, strategic and marketing literature, as well as professional surveys, statistical data, balance sheets of the main retail groups and the authors did some interviews with retail and industry professionals. Findings – This paper highlights the fact that, although price competition has been partially restored by the Dutreil Act (2005), the latter stil...
... Recent re-search in the area (for an excellent review see Kâgitçibasi Ç & Berry J. 1989) ... more ... Recent re-search in the area (for an excellent review see Kâgitçibasi Ç & Berry J. 1989) suggests that the representation of ... Initial elation was soon replaced with alarm as Czech manufacturers, unable to compete with Western MNCs, disappeared and Czech products were ...
Although the differences between developed and developing countries have been extensively studied... more Although the differences between developed and developing countries have been extensively studied in the context of globalization strategies, few studies have so far been conducted on the relationship between country development status and the possession by countries of a favorable (or unfavorable) product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The purpose of this paper is to investigate the moderating role of country developmental status on PCI coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper also distinguishes between the PCI of the home and foreign country images of respondents. We test a new model that incorporates these constructs with a sample of 2655 younger generation consumers. The results show that country development status moderates some relationships but does not moderate others. These findings have significant implications for international companies from both developed and developing countries when developing global strategy.
The purpose of this case study is to identify the conditions for a company developing a B2B trade... more The purpose of this case study is to identify the conditions for a company developing a B2B trade show's communication to move into an efficient Omni-channel communication approach. The case study method is used to describe the issues facing Plastic Omnium Environnement Company in deploying an Omni-channel communication approach. This company provides services to local authorities and private sector companies to dispose of their waste. Its Director of communication, Pierre Mereau, is faced with the fact that 160 French communes changed hands from one political party to another in the last local elections. This led to stagnation in terms of turnover—the time required for decision-makers to once again invest in waste management. At the same time, his General Directorate is asking him to make cuts and savings. Pierre Mereau evaluates its performance in the two last most important trade shows and set his mind to develop an Omni-channel communication approach. This case study provides an insight in an organization that is optimizing its communication strategy in a specific market. It should help companies to develop synergies between the trade show and social media.
The primary objective of this qualitative research is to understand the multi-channel impact on t... more The primary objective of this qualitative research is to understand the multi-channel impact on the role and management of the sales forces. The authors compare the conclusion of the review of the literature with the analysis of the sales strategy of a major cosmetics’ brand to highlight training methods and compensation that will help the sales forces to support the inter-channel migration of their customers.
Le principal objectif de cette recherche qualitative est d'identifier l'impact du multi-canal sur... more Le principal objectif de cette recherche qualitative est d'identifier l'impact du multi-canal sur les syner-gies et la cannibalisation entre le canal magasin et le drive à prédominance alimentaire. Les auteurs confron-tent les résultats d'une revue de la littérature avec les meilleures pratiques des enseignes françaises. Les résultats permettent de formuler des implications managériales relatives à la conquête d'avantages compé-titifs liés au développement de synergies multi-canal. Résumé Mots clés : Commerce de détail alimentaire-Multi-canal-Magasin-Drive. The 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 developing material, immaterial and competitive synergies. Abstract Key w or ds : Multi-channel grocery retailing-Stores-Drive-in.
The purpose of this case study is to let the readers identify the key success factors of the Fren... more The purpose of this case study is to let the readers identify the key success factors of the French grocery retail companies' drive-through model. A case study approach is used to describe clearly issues confronting Intermarché, the third largest French grocery retail company, to the important and fast drive-in model development. The large French grocery retailers are investing heavily in the 'click and drive' format in order to avoid having to make home deliveries and bear the substantial costs associated with the 'last mile'. Investing in selected drive-in locations is a cheaper way for them to expand their area of coverage than investing in new outlets. But they still have to deal with a new and difficult format, which presents a number of challenges from the strategic, logistic and marketing points of view. This case study provides an insight into the success of the grocery 'click and drive' (or drive—or drive-in) model developed by French grocery retail companies and allows understanding the basis of their competitive advantages. It can also help large grocery retailers to achieve their development objectives and counter the stagnation of traditional retail formats in Western Europe.
Purpose – The purpose of this paper is to discuss the retailer Carrefour in India. Design/methodo... more Purpose – The purpose of this paper is to discuss the retailer Carrefour in India. Design/methodology/approach – The paper compares the retailer Carrefour and its competitors in India. Findings – Carrefour needed time to tie up with an Indian partner to start retail operations in India. The company also delayed its retail plans to focus on launching cash and carry (wholesale) operations. The world's second biggest supermarket group by sales is negotiating with over six Indian companies including diversified business groups, retailers and mall owners. Originality/value – The paper provides a discussion on the Indian retail sector and the retailer Carrefour.
International Journal of Retail & Distribution Management
Purpose – In France, the consumer prices of major industrial brands have been rising for a number... more Purpose – In France, the consumer prices of major industrial brands have been rising for a number of years, while the price differential between these brands and the retailers' ones has widened. These consequences were attributed to the French legislation, particularly to the Galland Act, enacted in 1996, which regulated the banning of below cost resale. The aim of this paper is to explain the effects of the legislation on price competition within the grocery sector and to analyse the effects of the Dutreil Act, enacted in 2005, which modified the Galland Act. Design/methodology/approach – The paper carried out an analysis of economic, strategic and marketing literature, as well as professional surveys, statistical data, balance sheets of the main retail groups and the authors did some interviews with retail and industry professionals. Findings – This paper highlights the fact that, although price competition has been partially restored by the Dutreil Act (2005), the latter stil...
... Recent re-search in the area (for an excellent review see Kâgitçibasi Ç & Berry J. 1989) ... more ... Recent re-search in the area (for an excellent review see Kâgitçibasi Ç & Berry J. 1989) suggests that the representation of ... Initial elation was soon replaced with alarm as Czech manufacturers, unable to compete with Western MNCs, disappeared and Czech products were ...
Although the differences between developed and developing countries have been extensively studied... more Although the differences between developed and developing countries have been extensively studied in the context of globalization strategies, few studies have so far been conducted on the relationship between country development status and the possession by countries of a favorable (or unfavorable) product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The purpose of this paper is to investigate the moderating role of country developmental status on PCI coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper also distinguishes between the PCI of the home and foreign country images of respondents. We test a new model that incorporates these constructs with a sample of 2655 younger generation consumers. The results show that country development status moderates some relationships but does not moderate others. These findings have significant implications for international companies from both developed and developing countries when developing global strategy.
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Papers by Paul Lapoule
the context of globalization strategies, few studies have so far been conducted on the relationship
between country development status and the possession by countries of a favorable (or unfavorable)
product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The
purpose of this paper is to investigate the moderating role of country developmental status on PCI
coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper
also distinguishes between the PCI of the home and foreign country images of respondents. We test a
new model that incorporates these constructs with a sample of 2655 younger generation consumers. The
results show that country development status moderates some relationships but does not moderate
others. These findings have significant implications for international companies from both developed
and developing countries when developing global strategy.
the context of globalization strategies, few studies have so far been conducted on the relationship
between country development status and the possession by countries of a favorable (or unfavorable)
product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The
purpose of this paper is to investigate the moderating role of country developmental status on PCI
coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper
also distinguishes between the PCI of the home and foreign country images of respondents. We test a
new model that incorporates these constructs with a sample of 2655 younger generation consumers. The
results show that country development status moderates some relationships but does not moderate
others. These findings have significant implications for international companies from both developed
and developing countries when developing global strategy.