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Distribution de la variété: incertitude sur la demande et relations verticales dans l'industrie automobile

Noémie Behr
Abstract : This thesis deals with the distribution of a variety of products by an automotive manufacturer. By offering this variety, the manufacturer hopes to get closer to each consumer's preferences. The manufacturer that markets a wide variety of products is facing a demand uncertainty, and has to take production decisions before demand takes place. In this thesis, we define the matching function as the program of the firm which aims at minimizing the distance between the consumer and the closest variant in the product space, under demand uncertainty. The traditional organization of distribution in the automotive sector -i.e. the use of disintegrated franchised dealers who bear the risk of unsold stock- shows inefficiencies in matching. Thus, we are looking for ways that would allow a manufacturer to bring the franchised dealer incentives into line with this new objective function, within the framework of the vertical relation. Yet, we show that the manufacturer cannot measure the outputs of the dealer's matching program, and cannot control the dealer's behaviour by contractual means. At the end of this thesis, we point out the variables of the dealer's matching function, and thus we show what are the changes in distribution organization that are required by a matching optimization. Risk pooling and market power are required at the distribution level, otherwise the manufacturer has to apply a vertical integration in supply activities, and take back the risk of unsold stock -or unused production factors.
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Submitted on : Monday, May 30, 2005 - 8:00:00 AM
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Noémie Behr. Distribution de la variété: incertitude sur la demande et relations verticales dans l'industrie automobile. Humanities and Social Sciences. École Nationale Supérieure des Mines de Paris, 2004. English. ⟨pastel-00001250⟩

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