Internet et canal de distribution : de l'évolution des pratiques à de nouveaux équilibres de pouvoir

Abstract

This article discusses how Internet as a technology and its related applications impact channel members' relationships and the way they interact with one another. The adoption of both IP exchange protocol and XML standard, by freeing companies of the necessity to reconfigure or to change their proprietary IT systems when they decide to deal with a new partner, has lead to the eclosion of original internet supported practices over the past years. These new practices are first analysed by focusing on the added value brought by extranet and intranet systems. We then discuss how, while modifying the way channel members interact, they participate to a redefinition of the balance of powers between marketing channels members and to new types of rapport. [PUB ABSTRACT]