{"id":14611,"date":"2016-08-26T10:05:44","date_gmt":"2016-08-26T10:05:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/pourquoi-le-clash-entre-delhaize-et-unilever-reste-t-il-un-point-sensible-2\/"},"modified":"2016-08-26T10:05:44","modified_gmt":"2016-08-26T10:05:44","slug":"pourquoi-le-clash-entre-delhaize-et-unilever-reste-t-il-un-point-sensible-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-le-clash-entre-delhaize-et-unilever-reste-t-il-un-point-sensible-2\/","title":{"rendered":"Pourquoi le clash entre Delhaize et Unilever reste-t-il un point sensible ?"},"content":{"rendered":"<p>Des n\u00e9gociations difficiles entre retailers et fabricants incitent parfois les retailers au d\u00e9r\u00e9f\u00e9rencement. Mauvaise id\u00e9e, selon un r\u00e9cent article de la <strong>KU Leuven<\/strong>. Mais pourquoi les entreprises analys\u00e9es n\u2019ont-elles pu \u00eatre\u00a0 mentionn\u00e9es par leur nom?<\/p>\n<p><!--break--><\/p>\n<h2>Les deux parties sont perdantes<\/h2>\n<p>C\u2019est avec une fiert\u00e9 bien m\u00e9rit\u00e9e que des chercheurs de la KU Leuven ont annonc\u00e9 cette semaine la publication de leur \u00e9tude concernant les \u2018conflict delistings\u2019 (d\u00e9r\u00e9f\u00e9rencement en cas de conflit) dans le magazine de renom <strong>Journal of Marketing<\/strong>. Conflict delistings : de quoi s\u2019agit-il ? En cas de d\u00e9saccord entre un retailer et un fabricant, le retailer, pour faire pression sur le fabricant, peut d\u00e9cider de retirer certains de ses produits des rayons.<\/p>\n<p>\nSara Van der Maelen, Els Breugelmans et Kathleen Cleeren ont \u00e9tudi\u00e9 un cas pr\u00e9cis en Belgique, sur base de chiffres concrets. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-les-retailers-n%E2%80%99ont-ils-pas-int%C3%A9r%C3%AAt-%C3%A0-opter-pour-le-d%C3%A9r%C3%A9f%C3%A9rencement\" target=\"_blank\" rel=\"noopener\">Leur conclusion est claire : les deux parties en ressortent perdantes<\/a>, en particulier le retailer dont le manque \u00e0 gagner sera plus important que celui du fabricant. Mieux vaut donc ne pas adopter cette tactique.<\/p>\n<p>\nMais une chose est frappante dans cette \u00e9tude. Dans l\u2019article les chercheurs soulignent qu\u2019ils ne peuvent mentionner les noms des entreprises concern\u00e9es. De quoi attiser ma curiosit\u00e9. Pourquoi cette occultation myst\u00e9rieuse ?<\/p>\n<h2>\nDe jamais vu<\/h2>\n<p>A moins que vous n\u2019ayez pass\u00e9 la derni\u00e8re d\u00e9cennie sur la plan\u00e8te Mars, vous vous souviendrez certainement de ce fameux conflit entre un retailer et un fabricant de marque, non ? Voici quelques indices : 2009, Belgique, des dizaines de produits supprim\u00e9s dans les rayons. Ca vous revient ? Certes, il y a eu dans l\u2019histoire des FMCG plus d\u2019un conflit qui a entra\u00een\u00e9 le retrait de certains produits des rayons. Mais un cas en particulier sort du lot, vu son ampleur (il s\u2019agissait de dizaines de r\u00e9f\u00e9rences de marques de renom) et vu la confrontation acharn\u00e9e entre les deux protagonistes.<\/p>\n<p>\nEn effet, il s\u2019agit bien \u00e9videmment du clash entre <strong>Delhaize<\/strong> et <strong>Unilever<\/strong>. A l\u2019\u00e9poque Delhaize en avait fait \u00e9tat explicitement dans la presse et dans les rayons de ses magasins. Du jamais vu. La cha\u00eene esp\u00e9rait sans doute se pr\u00e9senter comme le d\u00e9fenseur des int\u00e9r\u00eats des consommateurs, en attaquant ouvertement la \u2018m\u00e9chante\u2019 multinationale. Unilever avait alors contre-attaqu\u00e9 \u00e0 coup d\u2019annonces publicitaires, incitant les clients \u00e0 se rendre dans d\u2019autres supermarch\u00e9s o\u00f9 les marques Knorr, Zwan, Robijn &amp; Co \u00e9taient toujours disponibles. L\u00e0\u00a0aussi du jamais vu.<\/p>\n<h2>\nSource d\u2019inspiration ?<\/h2>\n<p>Un affrontement qui apr\u00e8s coup s\u2019est av\u00e9r\u00e9 vain pour les deux camps. Ils s\u2019en sont certainement rendus compte. Un moment g\u00eanant qu\u2019ils pr\u00e9f\u00e8rent oublier, qui plus est lorsqu\u2019on cite des chiffres concrets. D\u2019o\u00f9 la demande d\u2019occultation, probablement. Visiblement cela reste un point sensible, m\u00eame apr\u00e8s toutes ces ann\u00e9es.<\/p>\n<p>\nLa parution cette semaine de l\u2019\u00e9tude de la KU Leuven me para\u00eet un concours de circonstances int\u00e9ressant, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/ahold-delhaize-enfreint-il-les-pratiques-commerciales-loyales\" target=\"_blank\" rel=\"noopener\">vu l\u2019atmosph\u00e8re tendue <\/a>qui r\u00e8gne actuellement entre les grands fabricants de marques et le groupe fusionn\u00e9 <strong>Ahold Delhaize<\/strong>. Peut-\u00eatre cette analyse acad\u00e9mique pourra-t-elle inspirer les interlocuteurs concern\u00e9s \u00e0 rechercher un partenariat constructif. Une d\u00e9marche qui s\u2019av\u00e9rera bien plus payante qu\u2019une confrontation brutale. Cette \u00e9tude vient d\u2019en faire la d\u00e9monstration scientifique.<\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/unilever.jpg\" style=\"width: 260px;height: 381px\" \/><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Des n\u00e9gociations difficiles entre retailers et fabricants incitent parfois les retailers au d\u00e9r\u00e9f\u00e9rencement. Mauvaise id\u00e9e, selon un r\u00e9cent article de la KU Leuven. Mais pourquoi les entreprises analys\u00e9es n\u2019ont-elles pu \u00eatre\u00a0 mentionn\u00e9es par leur nom? Les deux parties sont perdantes C\u2019est avec une fiert\u00e9 bien m\u00e9rit\u00e9e que des chercheurs de la KU Leuven ont annonc\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-14611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pourquoi le clash entre Delhaize et Unilever reste-t-il un point sensible ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Des n\u00e9gociations difficiles entre retailers et fabricants incitent parfois les retailers au d\u00e9r\u00e9f\u00e9rencement. 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