Les enjeux de management associés par la montée en compétence marketing des distributeurs

From the 90’s onwards, retailers’ marketing resources have been mainly developed through the recruitment of qualified managers and the establishment of partnerships with service providers and suppliers. However, our research shows that overall marketing competency relies less on the resources than on the dynamic capabilities that retailers can create. The process is complex and progressive. It involves a significant corporate culture change and the implementation of transversal processes, notably through to the management of product categories. However, a stronger development of marketing competencies by retailers probably involves a deeper transformation of their business model.