La thèse a eu comme objectif d'étudier la relation entre les fournisseurs brésiliens et les grands distributeurs dans le canal de distribution alimentaire, afin d'expliquer la satisfaction dans cette relation. Le cadre théorique aborde les concepts du canal de distribution et s'appuie sur les théories comportementales et leurs variables, ainsi que sur le marketing relationnel et les principaux modèles identifiés dans la littérature. En ce qui concerne les variables, nous nous centrons sur le conflit et la coopération qui ont un impact clé sur la satisfaction des acteurs du canal de distribution. Nous avons adopté une approche exploratoire pour observer les grands distributeurs et leurs fournisseurs locaux. Notre recherche conclut à la satisfaction du côté des grands distributeurs, dans les relations de coopération, de partenariat, accentuée par la confiance instaurée avec leurs fournisseurs. Cependant du côté des fournisseurs locaux, deux types de discours ont été relevés. D'un côté les grands fournisseurs qui partagent la même vision que les distributeurs; et d'un autre côté, les discours des petits et moyens fournisseurs locaux qui signalent une relation conflictuelle et de pouvoir avec leurs clients distributeurs, sans coopération ou engagement dans cette relation, conduisant à leur insatisfaction. / This research studies the relationship between the Brazilian suppliers and large food retailers in order to identify whether this relationship results in satisfaction. We present the concept of distribution channel, behavioral theories and their key variables, relational marketing theories and the models found in the literature. Regarding the variables, we emphasize conflict and cooperation, with the aim of identifying the variables that impact on satisfaction of these two actors. We adopted an exploratory approach. Our research concludes that there is satisfaction on the side of large retailers with cooperation and partnership strategies, strengthened by trust between the actors. However from the perspective of local suppliers, two types of speeches were observed. On one hand, the large suppliers share the same vision and on the other hand, the small and medium size local suppliers report an adversarial relationship and power by large retailerss, with no cooperation or compromise in this respect, leading to unsatisfaction.

<p>The study aims to through a qualitative case study describe how six Swedish high-end apparel companies attributed as part of “the Swedish fashion wonder” with online distribution have been affected by six chosen factors. The six factors presented are extracted from previous studies and consist of customer relationships, intermediary relationships, pricing, costs and revenue, competitors and impact on the brand. The results show that customer relationships is an important factor that most companies value and was also the factor they presented as determining when they made the decision to go online. Costs and revenue have an effect on the companies and was something the companies had to consider after going online. Intermediary relationships are important to some extent and demand continual communications, but nothing that worried the companies. Competitors and pricing were not regarded as important, where price setting was primarily seen as a valuable tool to control and maintain intermediary relationships. Impact on the brand was regarded as an important factor when engaging online, and the positive aspects of increased brand knowledge and brand awareness were appreciated.</p>

The study aims to through a qualitative case study describe how six Swedish high-end apparel companies attributed as part of “the Swedish fashion wonder” with online distribution have been affected by six chosen factors. The six factors presented are extracted from previous studies and consist of customer relationships, intermediary relationships, pricing, costs and revenue, competitors and impact on the brand. The results show that customer relationships is an important factor that most companies value and was also the factor they presented as determining when they made the decision to go online. Costs and revenue have an effect on the companies and was something the companies had to consider after going online. Intermediary relationships are important to some extent and demand continual communications, but nothing that worried the companies. Competitors and pricing were not regarded as important, where price setting was primarily seen as a valuable tool to control and maintain intermediary relationships. Impact on the brand was regarded as an important factor when engaging online, and the positive aspects of increased brand knowledge and brand awareness were appreciated.

We consider two broad categories of incentives by which a manufacturer can motivate its retailers to provide high customer satisfaction: 1) manufacturer assistance that reduces the retailer's cost of providing customer satisfaction (CS assistance); and 2) customer satisfaction index (CSI) bonus. We show that if a retailer has a long-term orientation, CS assistance is a more effective coordination mechanism that induces the retailer to expend more effort at customer satisfaction. However if the retailer has a short-term orientation, CSI bonus is a more effective coordination mechanism. We then show that a long-term retailed is more valuable to a manufacturer than a short-term oriented one. Finally, we show that the use of CSI incentives results in greater profits for both the manufacturer and the retailer.

在民國五十四年以前，台灣零售結構完全以小零售業為主，黏營業額在五十萬元者不到百分之一，但由於台灣經濟快速的成長，工業社會漸趨形成，高級住宅區的創立，消費型態的改變，生產技術的創新，零售經營管理的創新，行銷技術的應用等內外在因素，綜合促使台灣零售商業結構發生顯著的變化，零售業經營日趨大型化及企業化，謀取更大的利潤。因此最近六七年來，以歐美型態的大型零售業如百貨公司及超級市場相繼出現，且日漸蓬勃發展，已有不容忽視的影響力量，尤其大型零售業的產生，可能對台灣商品分配通路結構(CHANNEL DISTRIBUTION STRUCTURES)有莫大的影響作用，而其地位已被工商業界所矚目。因此本聞知主要目的乃在分析目前台灣大型零售業對商品分配通路結構之影響（包括生產者、批發商、零售商），並將其出現的背景，經營管理之創新及將來發展前途與趨勢，作一扼要的探討。 本文共分三大部份，八大章； 第一部份大型零售業出現之背景原因分析，第一章緒論，第一節研究目的，第二節研究範圍，第三節研究及收集資料的方法。第二章大型零售業出現之背景原因分析，第一節為零售業之定義。台灣零售業規模及特徵及大型零售業之定義、類型及規模，第二節大型零售業與小型零售業經營利弊之分析。第三節大型零售業出現之背景。第二部份大型零售業經營管理方法之創新。第三節大型零售業經營管理之創新，第一節經營方式，第二節進貨管理，第三節存貨管理，第四節私用品牌之使用，第五節廣告、促銷促進活動之創新。第四章大型零售業訂價策略之創新。第一節訂價策略。第二節大型零售業利潤分析。第三部份大型零售業對商品分配通路結構之影響包括通路結構觀念之概說，第五章大型零售業對生產者之影響。第六章大型零售業對批發中間商之影響，第一節批發中間商之詮釋，第二節批發商之功能研究，第二節台灣批發商業之特徵及規模，第四節新興大型零售業對批發商之影響。第七節大型零售業對小型零售商之影響。第一節緒言，第二節以住宅區為繁榮的商業區有莫大影響，第三節高級商店、專門店對超級市場的抵抗力強，影響較小，第四節零售店經營規模不同所受影響之差異分析。第五節零售店對策—比商品結構變化更佳策略是走向連鎖化，第八節台灣大型零售業將來發展之前途與趨勢，第一節百貨公司，第二節超級市場，第三節結語。 由於大型零售業尚在萌芽時期。以往乏人對這方面作系統性的研究，因此本文之資料均由個人實地訪問、調查與收集而來。因囿於資料的欠缺、業者的保密及時間短促，無法獲得完全的資料，實為撰寫本文最大的困難與遺憾。本文撰寫其間，承蒙洪師良浩，不辭煩瑣的剴切指點，吾師楊主任必立悉心斧正，又獲經濟部統計處供應最新工商普查資料，促使本文資料更新穎、更完整。以及經合會黃文治同學之鼎力相助，協助之恩，際此一併致謝。惟筆者學識淺漏，功力不深，謬誤之處良多，期冀先進碩彥，不吝賜教，毋任感懷。

Cette dissertation concerne l'analyse des problématiques économiques introduites par la numérisation et par la parution des nouveaux réseaux et supports numériques dans l'économie des médias. Le passage du modèle analogique et physique au modèle numérique, en opérant une séparation du concept d’expression signifiante et du support qui permet sa circulation auprès d'un large public, impose un recadrage des procédés de création et production dans plusieurs domaines de l'industrie des médias. En utilisant le cas d'étude de l’industrie de l'édition des magazines, l'introduction de cette dissertation analyse les enjeux économiques plus urgents pour une marque éditoriale face à la numérisation, au niveau d'entreprise et du secteur industriel. Dans le premier chapitre, on va approfondir l’analyse en explorant la littérature existante dans le domaine des effets de la numérisation et de la régulation dans l'économie des médias. Dans le deuxième chapitre, nous analysons les dynamiques d'adoption d'une technologie numérique associée avec un réseau, dans contexte où les contenus media sont des biens complémentaires essentiels et en présence d'externalités positives associées avec le déploiement du réseau. La contribution originale du modèle que nous allons montrer est la possibilité d'évaluer différentes qualités de subsides au déploiement et différentes valeurs de l'innovation technologique. dans le troisième et dernier chapitre, nous développons un modèle pour analyser la tarification des produits soumis au droit d'auteur dans un marché biface avec réseaux de distribution multiples. / This dissertation deals with the economic issues introduced by digitization and by the roll-out of innovative networks and supports in the economics of Media goods. The switch from a “physical analogic model” to a “digitized model”, by separating the concepts of meaningful expression from the traditional support allowing for publishing contents, imposes a rethinking of many media industries' business models. Using the publishing industry as a study case, in the introduction we analyze the key economic issues emerging for magazine publishers facing digitization, both at the firm level and at the industry level, where new strategic interactions may occur, changing the traditional dynamics in the value chain. In the first chapter we then proceed to explore recent research efforts focusing on the effects of digitization and regulation on Media economics. The main contribution of this analysis is that it tries to conjugate the economic literature that analyses technology related issues generated by digitization with contributions analysing the impacts of new publishing protocols, following a value-chain based approach.In fact, the originality of the problem is that digitization is quite not just a technologic innovation, improving efficiency through the value chain but it is also a new written language. The study of all the different implications of digitiziation is thus essential in order to fully understand the emerging economic models in media industries. Economists will find in this chapter not only the more important contributions on pricing and bundling in digital two-sided markets or multi-channel distribution models, but also interesting contributions from other specialists, analysing questions related to regulatory framework and even epistemologic issues. In the second chapter we analyse the adoption dynamics of a digital technology associated with a network , when media goods are essential complements and there are positive externalities associated to a succesfull adoption. The original contribution of this model is that it allows for different types of subsidies and different stand-alone values for technology. In the third and last chapter, we develop a pricing model for copyrighted contents in a two-sided market with multi-channel distribution. We analyze both the case of a firm producing only on one market (digital or physical) and of a firm producing the substitutable versions in the two markets. We find that: (i) in the digital market the “free dailies” business model is sustainable only if the number of publishers is limited. (ii) Publishers that are active already in the traditional channel with relevant market shares should “defend” their market share setting higher prices for the digital versions of their products. (iii) Unless both the advertising revenues per copy and the total sales in the digital markets grow larger than the traditional market, a traditional publisher should keep operating in the traditional market. (iv) If the total cannibalization grows to be more than proportional the optimal strategy for a publisher can be not to produce the digital version of a given product.

L'acte d'achat de produits monastiques est un moment de rencontre entre deux mondes que tout semble opposer : le monde monastique, silencieux et détaché des biens matériels, et le monde sécularisé de la consommation, bruyant et matérialiste. Notre recherche très contextualisée se place dans la perspective culturelle de la consommation. La problématique est centrée sur la compréhension de l'influence des contextes sur le contenu de l'expérience vécue par l'acheteur de produits monastiques alimentaires et cosmétiques. Notre recherche empirique, fondée sur une approche qualitative de nature ethnographique, est pratiquée en immersion dans le monde de l'économie monastique française. Nous interrogeons les acheteurs sur le sens qu'ils donnent à leur expérience d'achat de produits monastiques dans des magasins physiques d'abbayes, sur une galerie marchande virtuelle d'abbayes, et dans une enseigne physique laïque. Un premier palier de résultats apporte une compréhension contextualisée de l'écosystème monastique, et du contenu de l'expérience d'achat dans trois types de points de vente. Ils mettent notamment en lumière les liens étroits entre achat, don, plaisir et partage, ainsi que la dimension patrimoniale des produits. Un second palier de résultats moins contextualisés défend la thèse que le point de vente physique est un instrument de transfert de sens des contextes extérieurs vers le cœur de l'expérience. Nous mettons ainsi en lumière les limites du e-commerce pour les produits ancrés dans l'histoire et le territoire, et proposons aux décideurs des pistes d'adaptation pour les sites marchands. / The act of purchasing a monastic product is a situation when two apparently contradictory worlds come together: the monastic world, silent and detached from material goods, and the secular world of consumption, noisy and materialistic. Our research is highly contextualised and looks at consumption from a cultural perspective. The aim of this research is to understand in which way contexts influence the content of the experience when buying monastic food products and cosmetics. Our empirical research is qualitative, ethnographic in nature, and is carried out inside the world of the French monastic economy. We ask purchasers about the meaning they give to their experience of buying monastic products from abbey shops, from an abbeys' virtual marketplace, and from a secular branded outlet. The first-level results bring a contextualised understanding of the monastic ecosystem, and of the dimensions of the buying experience at the three types of shops. They particularly highlight the close links between purchasing, giving, enjoyment and sharing, and also the patrimonial aspect of these products. The second-level results are less contextualised and support the theory according to which the physical point of sale is the instrument through which the meaning of the external contexts is transferred into the heart of the experience. We are thus able to highlight the limitations of e-commerce for products that are deeply anchored in history and territory, and we advise decision-makers on how best to adapt their strategies for online channels.