L'objectif de cet article est de proposer une procédure rationnelle de modélisation qui va du général au particulier et qui permet de retenir, sur la base de critères objectifs, la meilleure spécification d'un modèle explicatif de la part de marché, sachant que les spécifications les plus complexes et les plus simples ont été systématiquement examinées. A titre d'illustration, les auteurs présentent les résultats d'une étude empirique, s'appuyant sur la procédure proposée et portant sur huit marques de voiture en concurrence sur le marché belge.
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