{"id":4763,"date":"2014-10-02T09:00:25","date_gmt":"2014-10-02T07:00:25","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=4763"},"modified":"2022-05-20T20:53:10","modified_gmt":"2022-05-20T18:53:10","slug":"concurrence-economie","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/10\/02\/concurrence-economie\/","title":{"rendered":"Economie : plus de concurrence tue-t-elle la concurrence"},"content":{"rendered":"

la s\u00e9lection du jour est cet article dat\u00e9 de 2006 (le temps passe), pris sur ce m\u00eame blog \u2026<\/strong><\/p>\n

\u2026 Dans lequel je commentai le livre intitul\u00e9 \u00ab la r\u00e8gle de trois \u00bb. Je me rends compte aujourd’hui que cette analyse est encore – ou peut-\u00eatre m\u00eame encore plus – pertinente, et j’ai donc d\u00e9cid\u00e9 de remettre cet article \u00e0 l’ordre du jour, de le traduire en fran\u00e7ais, et de le soumettre \u00e0 votre lecture\u00a0<\/em>aujourd’hui :<\/p>\n

Avez-vous d\u00e9j\u00e0 remarqu\u00e9 que la plupart des march\u00e9s, lorsqu’ils sont assez m\u00fbrs, finissent par \u00eatre domin\u00e9s par trois acteurs principaux ? il ne s’agit point d’une machination, mais d’un ph\u00e9nom\u00e8ne \u00e9conomique bien connu, d\u00e9crit par deux auteurs : Sheth et Sisodia dans leur ouvrage intitul\u00e9 \u00ab la r\u00e8gle de trois \u00bb (acheter l’ouvrage sur Amazon<\/a>);\u00a0les deux auteurs ont men\u00e9 cette enqu\u00eate dans leur livre, disponible \u00e9galement en version \u00e9lectronique (acheter la version kindle sur Amazon<\/a>).12manage.com<\/a>\u00a0annonce sur son site que cela n’est pas applicable \u00e0 l’Europe. Au contraire, \u00a0et \u00e0 toute autre zone g\u00e9ographique d’ailleurs, pourvu que les march\u00e9s locaux soient ouverts \u00e0 une concurrence libre, non biais\u00e9e et transparente (je sais, il s’agit d’un paradoxe, la libre concurrence m\u00eame \u00e0 moins de concurrence en fin de compte).<\/p>\n

Par exemple, si l’on veut prendre l’exemple du march\u00e9 des t\u00e9l\u00e9coms, il est bien possible que vous trouverez que cette r\u00e8gle s’applique sur chaque pays individuellement (ou chaque zone d’influence). Il s’agit de march\u00e9 multi-nationaux, et non de march\u00e9 globaux. Ceci ne veut en aucun cas dire que la r\u00e8gle est fausse, mais juste que ces march\u00e9s, fortement r\u00e9glement\u00e9s, sont l’objet de l’introduction r\u00e9guli\u00e8re de dispositifs d’incitation \u00e0 la concurrence.<\/p>\n

Aux \u00c9tats-Unis, la situation est tr\u00e8s diff\u00e9rente ; il y a quelques d\u00e9cennies, AT&T<\/a> fut coup\u00e9 en petits morceaux par le r\u00e9gulateur, mais en fin de compte, la r\u00e8gle de trois s’est encore appliqu\u00e9e (Stephen Colbert<\/a> a d\u00e9crit ce ph\u00e9nom\u00e8ne dans un sketch d\u00e9sormais classique, cliquez sur l’image de Colbert ci-dessous pour en voir un extrait en Anglais). le processus qui consiste \u00e0 introduire plus de concurrence s’est interrompue cependant apr\u00e8s ce ph\u00e9nom\u00e8ne, ce qui n’est pas le cas dans certains march\u00e9s europ\u00e9ens, o\u00f9 de nouveaux dispositifs sont constamment mis en place pour raviver la concurrence et tirer les tarifs vers le bas (je travaille pour un op\u00e9rateur<\/span>, les commentaires sont volontairement neutres pour des raisons \u00e9videntes).<\/p>\n

L\u00e0 o\u00f9 les march\u00e9s sont d\u00e9j\u00e0 fortement mondialis\u00e9s (prenons l’exemple le plus symbolique du march\u00e9 des fast-foods, la r\u00e8gle s’applique bien au travers de l’Europe avec des acteurs comme McDonald’s<\/a>, Quick et Burger King<\/a> puis tout un tas d’acteurs de niche par exemple. Cela veut-il dire que le but ultime de la concurrence ouverte est d’arriver \u00e0 moins de concurrence? N’est-ce pas un paradoxe int\u00e9ressant ?<\/p>\n

Un commentaire final, est que tous les march\u00e9s ne sont pas, m\u00eame dans le secteur des high-tech, v\u00e9ritablement mondialis\u00e9s. Alors que le march\u00e9 informatique l’est par exemple (m\u00eames marques, consolidation forte, m\u00eames produits vendus d’un coin de la plan\u00e8te \u00e0 un autre etc.) d’autres ne le sont pas. En outre, un march\u00e9 multinational (c’est-\u00e0-dire, une concat\u00e9nation de march\u00e9s fortement diff\u00e9rents sur un grand nombre de pays) n’est pas la m\u00eame chose qu’un march\u00e9 v\u00e9ritablement mondialis\u00e9. Dans les march\u00e9s multi-nationaux, de grandes diff\u00e9rences persistent, m\u00eame si la marque elle-m\u00eame et mondiale.<\/p>\n

La loi de Zipf<\/strong><\/p>\n

Seth Godin<\/a> a d\u00e9j\u00e0 d\u00e9crit ce ph\u00e9nom\u00e8ne de mani\u00e8re diff\u00e9rente, dans son c\u00e9l\u00e8bre livre intitul\u00e9\u00a0\u00ab\u00a0unleashing the idea virus<\/a>\u00ab\u00a0. Voici le passage o\u00f9 il d\u00e9crit ce qu’il appelle la loi de Zipf<\/strong> (le livre lui aussi est assez ancien, mais cela n’a aucune importance, ce que Seth d\u00e9crivait \u00e0 cette \u00e9poque est toujours vrai).<\/p>\n

Cet effet a \u00a0un nom. Il s’agit de la loi de Zipf, d’apr\u00e8s Georges Kingsley\u00a0Zipf (1902-1950), philologue et professeur \u00e0\u00a0l’universit\u00e9 de Harvard. il a d\u00e9couvert que le mot le plus populaire dans la langue anglaise (\u00ab the \u00bb) est utilis\u00e9 10 fois plus que le dixi\u00e8me mot le plus populaire, 100 fois plus que le centi\u00e8me mot le plus populaire est 1000 fois plus que le milli\u00e8me mot le plus populaire.<\/p>\n

 <\/p>\n

Il a \u00e9galement d\u00e9couvert que ce m\u00eame effet s’applique aux parts de march\u00e9 pour les logiciels, les sodas, les automobiles et sucreries et la fr\u00e9quence du nombre de hits sur une page Web. le sch\u00e9ma ci-dessus montre le nombre de visites r\u00e9elles sur les diff\u00e9rentes pages du site Web de Sun (NDLR : en 1996). Sur le terrain, la plupart du temps, \u00eatre le num\u00e9ro 1 est clairement plus favorable que d’\u00eatre le num\u00e9ro 3 ou le num\u00e9ro 10. Il n’y a pas de distribution lin\u00e9aire des r\u00e9compenses, encore moins dans un monde interconnect\u00e9. Sur le Net, les enjeux sont encore plus grands. Le march\u00e9 li\u00e9 \u00e0 la capitalisation de Priceline<\/span>, eBay et Amazon (NDLR toujours en 1996) approche les 95 % du march\u00e9 total de la capitalisation de toutes les autres valeurs du e-commerce combin\u00e9es. A l’\u00e9vidence, il y a une prime au vainqueur.<\/p>\n

Poursuivez votre lecture :\u00a0https:\/\/www.12manage.com\/methods_sheth_rule_of_three.html<\/a><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

la s\u00e9lection du jour est cet article dat\u00e9 de 2006 (le temps passe), pris sur ce m\u00eame blog \u2026 \u2026 Dans lequel je commentai le livre intitul\u00e9 \u00ab la r\u00e8gle de trois \u00bb. Je me rends compte aujourd’hui que cette analyse est encore – ou peut-\u00eatre m\u00eame encore plus – pertinente, et j’ai donc d\u00e9cid\u00e9 …<\/p>\n","protected":false},"author":2,"featured_media":34067,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121,6],"tags":[],"class_list":["post-4763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business","category-marketing-innovation-fr"],"yoast_head":"\nEconomie : plus de concurrence tue-t-elle la concurrence<\/title>\n<meta name=\"description\" content=\"Avez-vous d\u00e9j\u00e0 remarqu\u00e9 que la plupart des march\u00e9s finissent par \u00eatre domin\u00e9s par trois acteurs principaux ? la libre concurrence m\u00eame \u00e0...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2014\/10\/02\/concurrence-economie\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Economie : plus de concurrence tue-t-elle la concurrence\" \/>\n<meta property=\"og:description\" content=\"Avez-vous d\u00e9j\u00e0 remarqu\u00e9 que la plupart des march\u00e9s finissent par \u00eatre domin\u00e9s par trois acteurs principaux ? 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