Déterminants du choix d'un mode d'expansion internationale par un distributeur: modèle conceptuel et validation empirique

De nombreuses enseignes développent aujourd'hui leur réseau de points de vente en dehors de leur marché domestique. Chaque opération à L'étranger nécessite de sélectionner un mode d'internationalisation. L'objet de cet article est d'étudier les déterminants du choix du mode d'expansion internationale d'un réseau de points de vente. Un modèle conceptuel est tout d'abord construit à partir des déterminants suggérés dans la littérature et étayé par l'analyse de onze entretiens semi-directifs de dirigeants d'enseignes. Une étude menée auprès de 43 responsables de développement international de réseaux français du secteur de L'équipement de la personne permet ensuite de tester ce modèle, en utilisant l'approche PLS. Cette recherche met en évidence l'influence de la politique marketing internationale de l'enseigne, du profil stratégique et capitalistique de l'entreprise et de l'attractivité perçue du marché étranger sur le choix d'un mode d'expansion internationale, à travers trois dimensions: le risque de dissémination des actifs spécifiques, le contrôle des décisions et l'engagement de ressources. L'influence modératrice de l'attitude vis-à-vis de l'internationalisation des hauts dirigeants ainsi que celle des réseaux de relations tissés sont également mises en lumière.

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