This research aims at shedding some light on the ways in which French retailers have built their marketing capabilities between 1990 and 2010. The research identifies various factors essentially related to changes in the growth regime that may explain why these retailers have engaged...

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...

Since the mid 90s, the increasing importance of marketing has been observed in the big companies of the retail sector. This evolution is an answer to some changes in the sector competition which prompt the retail companies to become «customer-oriented». Thanks to a documented analysis and some...

In the early 1980’s, Bernard Lassudrie-Duchêne was one of the first authors to analyse theorically and empirically the international production process decomposition (or fragmentation). This phenomenon, which explains a large part of the intermediate goods international trade, has become one...

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...