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Barriers to adoption of the third-party marketplace model for luxury brands / Cathryn MCEACHERN / 2023
Titre : Barriers to adoption of the third-party marketplace model for luxury brands Type de document : Mémoire Auteurs : Cathryn MCEACHERN, Auteur Année de publication : 2023 Importance : 41p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; INDUSTRIE DU LUXE SECTEUR ; COMPORTEMENT DU CONSOMMATEURRésumé : In the dynamic digital landscape, brands worldwide are facing increasing pressure to innovate. While marketplaces are gaining momentum across various industries, the luxury industry remains relatively traditional. This study addresses the limited research on barriers to entry for luxury brands in the third-party marketplace model and examines how their reputation and user experience expectations influence consumers' willingness to shop on this new channel. The research question explores whether luxury brands can leverage the third party marketplace model while maintaining user experience expectations. Through a combination of quantitative and qualitative methods, this study identifies significant barriers from both the consumer and brand perspectives. The analysis reveals that consumers perceive higher prices on marketplaces and face challenges in replicating the luxury experience online. However, concerns regarding authenticity and seller responsibilities did not emerge as significant barriers. These findings suggest that consumers generally have an open attitude towards luxury brands adopting the third-party marketplace model, but careful consideration of potential barriers is crucial for a smooth transition. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581978 Comment la digitalisation du marketing a-t-elle rendu l'utilisation des réseaux sociaux cruciale pour le succès d'une entreprise ? / Alexia RICHARD / 2023
Titre : Comment la digitalisation du marketing a-t-elle rendu l'utilisation des réseaux sociaux cruciale pour le succès d'une entreprise ? Type de document : Mémoire Auteurs : Alexia RICHARD, Auteur Année de publication : 2023 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management
INTERNET ; MARKETING ACHAT ; TENDANCERésumé : L'objectif de ce mémoire est de comprendre l'impact de la digitalisation du marketing sur l'utilisation des réseaux sociaux et son rôle crucial dans le succès d'une entreprise. Les deux hypothèses sont basées uniquement sur les avantages qu’offrent les réseaux sociaux. En effet, elles portent sur la possibilité directe d’interagir avec les clients et la portée mondiale que peuvent apporter les réseaux sociaux aux entreprises. Afin de répondre à la problématique, nous avons effectué une revue de la littérature et une enquête. Au vu de nos résultats, il est apparu clairement que la digitalisation du marketing a rendu l'utilisation des réseaux sociaux cruciale pour le succès d'une entreprise. Cependant, étant donné que nous n’avons considéré que les avantages des réseaux sociaux pour les entreprises au cours de cette étude, il serait donc intéressant de voir quels sont leurs inconvénients, et comment éviter qu’ils prennent le dessus sur les nombreux avantages. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581692 Communication strategy for sustainable products in the food sector: Influence on customer engagement / Carla MATERON / 2023
Titre : Communication strategy for sustainable products in the food sector: Influence on customer engagement Type de document : Mémoire Auteurs : Carla MATERON, Auteur Année de publication : 2023 Importance : 36 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
COMMERCE DE GROS ALIMENTAIRE SECTEUR ; MARKETING ACHAT ; STRATEGIE DE MARQUERésumé : The agri-food sector is a key sector in many aspects of sustainable development. The world's population continues to grow, soon reaching 10 billion by 2050, according to United Nations estimates. At the same time, natural resources are limited, and food production is a major issue in economic, social and environmental terms. In recent years, Western consumers in particular have become increasingly interested in sustainable food production. Health, environmental and animal welfare issues have raised major awareness. This trend has prompted multinational companies to differentiate themselves by developing sustainable product lines to meet the growing demand. However, alongside this growing practice, greenwashing has become a concern for consumers. Customers are increasingly demanding transparency from companies and the authenticity of their communication. It is in this context that brand owners have developed communication strategies to promote their products and increase customer engagement. The consumer plays a double role here, advising and educating other consumers on their consumption choices. This is why customer engagement is a key element to achieve. In these communication strategies, the form and content of the message, the chosen communication channel and above all the audience are worked on. At the turn of the 2020s, the global context evolved fastly, marked by the sanitary crisis of Covid-19 but above all by the major influence of generation Z among customers. This new context upset the communication strategies previously put in place by marketers. As the Pew research center illustrates in 2015 in the article "The Why and Hows of Generations Research", "the age criterion is truly enlightening for analyzing attitudes and highlighting trends in the transformation of society". Thus, the question arises as to how far marketers need to rethink their communication strategy at the turn of the 2020s in order to promote consumer engagement with sustainable products in the agri?food sector. To try to answer this question, we will first carry out a literature review with the aim of (A) defining all the terms of the subject: sustainability in the agri-food sector, customer engagement and communication strategy, (B) summarize the communication strategies put in place by marketers from the 2000s and looking at the repercussions on customer engagement, (C) before looking at the new issues brought about by generation Z at the turn of the 2020s and seeing how they might modify the strategies put in place. (D) Finally, we will take stock of the hypotheses. In a second part, we will conduct a quantitative analysis to confirm or refute our conjectures. Finally, in the last part, we will draw up our recommendations in terms of communication strategies for the promotion of sustainable products in the agri-food sector. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581950 Consumer attractive content strategies for restaurants on intagram / Louise LEFRANÇOIS / 2023
Titre : Consumer attractive content strategies for restaurants on intagram Type de document : Mémoire Auteurs : Louise LEFRANÇOIS, Auteur Année de publication : 2023 Importance : 35 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
ECOLOGIE ; ENTREPRISE ; MARKETING ACHATRésumé : Over the past few years, social networks have experienced a real rise in power. These platforms have become omnipresent in the daily lives of many people (Lee et al., 2015). Although most users initially used these applications to share moments of their lives and interact with their friends and family, the platforms have quickly turned into a communication tool with great potential for brands and companies. This new way of communicating has come to challenge the traditional methods of communication (Anagnostopoulos et al., 2018). A change not necessarily easy to follow and to which it can be difficult to adapt. The restaurant industry, one of the most important sectors of the hospitality industry, is not exempt from these changes. To gain exposure, restaurant owners used to rely primarily on word of mouth (WOM), which is the transfer of information from one person to another (Sheng Chung, 2012). However, social media has come to transform the ways in which they are attractive. Nowadays, a majority of opinions about a restaurant are created via the Internet, which came to transform WOM into E-WOM (Hussain et al., 2020) but also emphasize the importance of attractive content on social networks and especially Instagram (Choi et al., 2017).The more visually appealing the restaurant owners' Instagram content is, the more visibility and potential customers they will increase. In 2014, Walter and Gioglio already highlighted the importance of visual strategies because their effectiveness is tenfold compared to words. Instagram is the perfect application of this. Instagram is a platform that has a very strong potential for the restaurant industry, they can use it to promote their business and reach a wider audience, especially when you consider that more than 1.2 trillion people are on Instagram today worldwide (Statista, May 2022). However, standing out from the competition remains difficult. Today, there are several studies giving some hints about how to use Instagram to create consumer-attractive content but there are no precise guidelines for restaurant owners who want to use this new communication tool. This paper explores how restaurant owners can take better advantage of Instagram and how they can create consumer-attractive content that is in line with consumers' expectations. The use of Instagram is not the same in every industry, so it is important to help restaurant owners understand the subtleties of its use in order to communicate effectively and sustain their business. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581963 Demand Forecasting Best Practices / Nicolas VANDEPUT / 2023
Titre : Demand Forecasting Best Practices Type de document : Livre Auteurs : Nicolas VANDEPUT, Auteur Année de publication : 2023 Importance : 192 p. ISBN/ISSN/EAN : 978-1-63343-809-5 Langues : Anglais (eng) Mots-clés : Management
CHAINE DE PRODUCTION ; GESTION DU MARKETINGRésumé : Demand Forecasting Best Practices is a unique step-by-step guide, ideal for demand planners, S&OP managers, supply chain leaders and data scientists, demonstrating forecasting tools, metrics, and models alongside stakeholder management techniques that work in a live business environment. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=579251 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité 058195 338.5 VAN Livre Library Campus de Reims Salle de lecture Disponible Does the Multisensory Marketing have an impact on customer engagement in the Gastronomy industry? / Dounia MOURID / 2023PermalinkDoes the use of dating apps have any consequences on consumer behaviours, mental health and perception of love? / Mathilde DAVERSIN / 2023PermalinkEffects of purchasing luxury fashion goods on cusumers social approval feeling / Marie LEROY / 2023PermalinkUne étude examinant l'émergence de la présence des marques sur Tiktok et le degré d'acceptation de la génération Z à l'égard des marques qui intègrent le marketing des memes et les tendances de l'internet dans leurs tactiques de marketing. / Martha CLARKE / 2023PermalinkExamining the effects of emotional manipulation in advertising on consumer behavior and wellbeing / Andréa AZULA ZUBIETA / 2023PermalinkExploring Gender-Based Marketing and Its Effect on Brand Perception / Bhavana NAIDU / 2023PermalinkFood Branding Strategies & Children’s Healthy Eating Habits / Léa AUCHERE / 2023PermalinkIn-store environment and customer responses in beauty pop-up stores : An application of the S.O.R model / Mathilde BOULANGER / 2023PermalinkMARKETING OF SPORTS GAMBLING BRANDS: THE IMPACT OF THE SENSIBILIZATION CAMPAIGNS AGAINST THE DANGERS OF SPORTS GAMBLING / Arthur LEFEBVRE / 2023PermalinkStrategies and techniques supermarket used to encourage more purchase of consumers / Constance JALLOT / 2023Permalink
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