DONADA Carole, VIDAL Olivier
The distribution of new cars in Europe is controlled by an exemption ruling that protects car dealers. This ruling is falling due and its renewal is strongly hoped for by car dealers who run the risk of losing their pole position as major players in the market. This threat is increased by new arrivals (large-scale distribution and players in the e-business) who sharpen their marketing strategy before powerfully penetrating the market. In this context, it is necessary that the car dealers’ situation should be rethought so as to enable the transformation of menaces into opportunities.
DONADA, C. et VIDAL, O. (2001). Des concessions automobiles en quête d’une stratégie marketing. Décisions Marketing, Mai-Août(23), pp. 65-73.