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Theses

Contribution à l'étude des stratégies de la petite entreprise agro-alimentaire. Stratégie de distinction par la construction de la typicité

Abstract : This thesis of constructivist, abductive and qualitative nature, is in keeping with strategic management field. It has been fed, at theoretical, methodological and empirical plans, with our ten year involvement in the "Foodstuffs Typicality" research unit related to small food business (SFB) and the quality of products from the terroir. Unexpected empirical observations made our main question emerge: how does the typicité of its products make it possible for the SFB to distinguish itself on a differentiated market?
At the theoretical plan, the Resource Based View was used and the concept of typicité was examined with cognitive sciences approach (typicality). The methodology combines a supply chain (SC) approach and case studies. The data were collected thanks to semi-structured interviews of business owners/managers in the cheese, meat or viticultural sectors (40 SFB in Massif central, 75 intermediaries and final customers of their SC). Each of the four case studies were carried out includes several companies: the SFB, core of the case, and several of its customers (wholesalers, secondary processors, mass distribution retail stores, specialist retailers, caterers).
The defended thesis is: thanks to a singular and idiosyncratic combination of its resources and competences, and relevant supply chains choices, the SFB contributes to the product typicality construction and so distinguishes itself from its competitors. Thus, the typicality construction of foodstuff, that one generally admits as the expression of a food chain differentiation strategy, seems also to be the means and result of SFB and their SC's distinction strategies.
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Submitted on : Tuesday, November 14, 2006 - 11:49:10 AM
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Laurent Trognon. Contribution à l'étude des stratégies de la petite entreprise agro-alimentaire. Stratégie de distinction par la construction de la typicité. Gestion et management. Université Montpellier I, 2005. Français. ⟨tel-00113718⟩

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