Si j'aurai su, j'aurai pas venu" : éclairage stratégique sur le lancement simultané des deux " Guerre des Boutons "

Abstract : “If I knew, I will not come”: strategic insight on the simultaneous launch of the two Guerre des Boutons The purpose of this paper is to propose an insight on an unusual strategic situation in the movie industry: the simultaneous launch on screens of two almost identical movies, La Guerre des Boutons. After recalling the stakes attached to the product launch in the film industry, a monograph devoted to this direct confrontation, supplemented by an analysis of the critics of spectators, is proposed. This analysis reveals determinants (the conflict and lack of control in the film industry) and consequences (sub-optimal strategy) of the temporal agglomeration.
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Rémi Mencarelli, Mathilde Pulh. Si j'aurai su, j'aurai pas venu" : éclairage stratégique sur le lancement simultané des deux " Guerre des Boutons ". Décisions Marketing, Association Française du Marketing, 2014, pp.123-138. ⟨halshs-01026379⟩

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