Diagnostiquer la proximité perçue en vente directe de produits alimentaires

Abstract : Assessing the perceived proximity in direct selling of food products In line with the Editorial of Décisions Marketing "Is proximity a new marketing trend?", the aim of this article is to question the managerial relevance of the concept of proximity within the context of direct selling of food products. Through empirical studies in three supply chains - French CSA (AMAP), farm shops and direct selling on markets- we show the interest of assessing perceived proximity since it has a positive influence on consumers trust towards the studied supply chains and allows to discriminate them. The relevance of the concept of proximity being supported, recommendations are then emphasized on two points: which kinds of proximity to encourage and how to enhance proximity in food direct selling.
Document type :
Preprints, Working Papers, ...
Complete list of metadatas

Cited literature [20 references]  Display  Hide  Download

http://hal.grenoble-em.com/hal-00815506
Contributor : Aurelie Merle <>
Submitted on : Thursday, April 18, 2013 - 6:26:27 PM
Last modification on : Friday, May 3, 2019 - 11:55:31 AM
Long-term archiving on : Monday, April 3, 2017 - 7:32:11 AM

File

WP_DM_2014.pdf
Files produced by the author(s)

Identifiers

  • HAL Id : hal-00815506, version 1

Citation

Catherine Herault, Aurelie Merle, Anne-Hélène Prigent-Simonin. Diagnostiquer la proximité perçue en vente directe de produits alimentaires. 2013. ⟨hal-00815506⟩

Share

Metrics

Record views

1820

Files downloads

5814