Business model et positionnements voulus des nouveaux concepts de proximité en France : une grille d'analyse appliquée à la branche proximité de Casino

Abstract : In France, new brands of proximity stores make up for the decrease of growth of GMS and meet an increased demand for convenience and services in city centers. They are based on a "generic business model": a high cost structure, an offer composed mainly of Private Brands and of many services and a franchise system. However, each brand of retail store has a specific desirable characterized by different types of proximity. This desirable positioning is analyzed through as an analysis grid decomposing seven dimensions of proximity in the field of retailing. This grid is operationalized permitting to analyze the positions of four retailing brand within Casino group’s proximity branch.
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Claire Capo, Odile Chanut. Business model et positionnements voulus des nouveaux concepts de proximité en France : une grille d'analyse appliquée à la branche proximité de Casino. Etienne Thil, Nov 2012, Lille, France. ⟨hal-01740637⟩

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