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The Evolution of “Beauty Feminine Conceptions” and “Body Image” in a Digital Era: Generation X and Millenials face to the Fashion Industry / Marine AUDRENO / 2020
Titre : The Evolution of “Beauty Feminine Conceptions” and “Body Image” in a Digital Era: Generation X and Millenials face to the Fashion Industry Type de document : Mémoire Auteurs : Marine AUDRENO, Auteur Année de publication : 2020 Importance : 28 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 : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; WEBMARKETING ; FEMME ; BEAUTERésumé : To answer this research question, I decided to run a qualitative research including two types of data collection: In-depth interviews and Netnography. The analysis of these data led me to three different interesting findings, articulated with each other. First, I discovered that Generation X and Millennials do not possess the same conception of feminine beauty. If it’s true that from Generation X members’ point of view feminine beauty is synonym of a single ideal: tall, thin and slim woman (like Victoria’s Secrets models); on the other side Millennials do privilege several “standardS” of beauty. According to Millennials, Feminine Beauty needs to be plural in fashion, like demonstrated by the brand Savage x Fenty. Besides, if these two groups possess different conceptions of feminine beauty, they all agree on the fact that, in our current environment, with movements like #metoo, the fashion industry needs to adapt its strategy in both: fashion shows and marketing campaign, by promoting concepts as “diversity” and “inclusivity”. The Body Positivity Movement truly embodies this trend and is supported by Millennials and Generation X too. Finally, last but not least, my ultimate finding turns out to be crucial for brands future. Indeed, I found that even if fashion moved forward in terms of “inclusivity”, a part of women population, belonging to Generation X, is still on the edge of fashion concern, as no identification is possible. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529851 The Four Steps to the Epiphany : Successful Strategies for Products That Win / Steve BLANK / Chichester (GB) : JOHN WILEY & SONS (2020)
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Titre : The Four Steps to the Epiphany : Successful Strategies for Products That Win Type de document : e-book Auteurs : Steve BLANK, Auteur Editeur : Chichester (GB) : JOHN WILEY & SONS Année de publication : 2020 Importance : 383 p. (illimité) ISBN/ISSN/EAN : 978-1-119-69028-3 Langues : Anglais (eng) Mots-clés : Management
TECHNIQUE DE VENTE ; MARKETING ACHAT ; START-UPRésumé :
The bestselling classic that launched 10,000 startups and new corporate ventures - The Four Steps to the Epiphany is one of the most influential and practical business books of all time. The Four Steps to the Epiphany launched the Lean Startup approach to new ventures. It was the first book to offer that startups are not smaller versions of large companies and that new ventures are different than existing ones. Startups search for business models while existing companies execute them. The book offers the practical and proven four-step Customer Development process for search and offers insight into what makes some startups successful and leaves others selling off their furniture. Rather than blindly execute a plan, The Four Steps helps uncover flaws in product and business plans and correct them before they become costly. Rapid iteration, customer feedback, testing your assumptions are all explained in this book. Packed with concrete examples of what to do, how to do it and when to do it, the book will leave you with new skills to organize sales, marketing and your business for success. If your organization is starting a new venture, and you're thinking how to successfully organize sales, marketing and business development you need The Four Steps to the Epiphany. Essential reading for anyone starting something new. The Four Steps to the Epiphany was originally published by K&S Ranch Publishing Inc. and is now available from Wiley. The cover, design, and content are the same as the prior release and should not be considered a new or updated product.Nombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=509645
Titre : The house of worth : A brand re-innovation initiative Type de document : Mémoire Auteurs : Mehuli MAZUMDAR, Auteur ; Morgane GODFROY, Auteur Année de publication : 2020 Importance : 78 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 : Anglais (eng) Mots-clés : Management
INNOVATION ; MARQUE ; CHANGEMENT ; CHANGEMENT ORGANISATIONNELRésumé :
Our aim, although very optimistic, is to bring back the First haute couture brand back into the world
- amalgamating the ideas and innovations of its founding father with the ideas and conventions of today’s technologically driven world. In the course of this report, we will take the reader through the ups, the downs and the eventual fall of the brand, the various reasons behind its downfall and what we can learn from the mistakes. We then delve into what other contemporary Haute Couture Brands did to stay afloat and become a multi million affair. Our learning from our literature review will help us understand and formulate a much sturdy business plan for a newer, better House of Worth, which will be ready to face this novel world with much better and sustainable results.Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=532913 The Impact of Body Inclusivity in Lingerie Brands’ Social Media Advertising on Brand Image / Eulalie LOYER / 2020
Titre : The Impact of Body Inclusivity in Lingerie Brands’ Social Media Advertising on Brand Image Type de document : Mémoire Auteurs : Eulalie LOYER, Auteur Année de publication : 2020 Importance : 65 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 : Anglais (eng) Mots-clés : Management
CORPS HUMAIN ; PUBLICITE ; MODE ; IMAGE DE MARQUERésumé : This paper contributes to the existing research on body inclusivity in brand advertising. We explored an industry that has not been researched yet, lingerie, and focused on social media advertising. Our research question was “how does body inclusivity in lingerie brands’ social media advertising impact brand image?” More specifically, our study focused on brand identification, brand personality and purchase intention, as well as some personal characteristics of the respondents (age, BMI and self-esteem). A quantitative study was conducted with an experiment, using Instagram posts of the French lingerie brand Etam. Our main findings suggested that brand identification, brand personality and purchase intention are positively impacted by the use of average body size models in advertising, contrary to previous research on fashion brands. However, our results on the different characteristics of respondents, and their impact on attitude toward body inclusivity, were not significant enough to expose clear conclusions on the corresponding hypotheses. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531051
Titre : The impact of brand value on firm valuation Type de document : Mémoire Auteurs : Elina DUPUIS, Auteur Année de publication : 2020 Importance : 25 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 : Anglais (eng) Mots-clés : Management
EVALUATION D'UNE ENTREPRISE ; MARQUE ; COTATION DES TITRES ; FINANCE D'ENTREPRISERésumé : In today’s world, the brand’s influence is stronger than ever, and brand managers are aware of the brand’s growth and expansion. Overall, it is essential to increase sales and develop the company.
The purpose of this seminar paper is to examine the impact of brand value over firm valuation and more specifically the relationship between brand value and market capitalization in the aim to know if brand valuation is a relevant information for investors.
The demonstration is quantitative and data is analyzed through a regression model within a sample of 515 observations, the results are analyzed according to their statistical and economic significance.
The findings indicate that brand value has a strong positive relationship with the market capitalization. On this basis, investors have a vested interest in understanding brand value and using it in their investment choices, but it is also something that companies have to take into account in their strategic and investment decisions in order to develop their brand equity.Programme : PGE-Rouen Spécialisation : Finance d’Entreprise - Corporate Finance Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531086 The impacts of augmented reality on the cosmetic shopping experience online / Marie WITTEVRONGEL / 2020
PermalinkPermalinkThe influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. / Oleg KERSKEN / 2020
PermalinkThe influence of Green Marketing on Instagram on the consumer purchasing patterns in the bottled water market / Marie CHIRAC / 2020
PermalinkThe influence of social media marketing activities in purchase intention of millennial consumers / Brenda Joanna FAJARDO LUIS / 2020
PermalinkThe labelling practices of vegetarian and vegan products, in the french food processing and distribution sectors / Adèle FOUSSIER / 2020
PermalinkPermalinkTHE OPTIMAL MARKETING & QUALITY-DISCOUNTING STRATEGY FOR A FIRM SELLING PERISHABLE GOODS / Elodie PRIORIS / 2020
PermalinkThe Role of gender as criterion for cultural and creative products and services segmentation / Mélanie COLTEL / 2020
PermalinkPermalinkThe use of Blockchain technology by companies in order to increase the willingness to purchase of customers. / Sarah FARJAOUI / 2020
PermalinkTo what extent do French pop and folk music artists adjust their creation process and strategies to the market expectations in order to make a living out of their art / Pierre DESBOIS / 2020
PermalinkTo what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? / Louise MARAGE / 2020
PermalinkTo what extent French millennials' wine consumption habits differ from previous generations / Marine BUTTIENS / 2020
PermalinkPermalinkWhy do some customers buy counterfeit luxury goods exclusively when travelling? / Arthur GUILLEMOT / 2020
PermalinkBusiness model to compete in a digital transformation in Vietnam advertising industry : A case of Masso Group Vietnam / Thi Thao Phuong NGUYEN / 2019
PermalinkCan changes in cognitive load of consumers moderate the impact of the asymmetrically dominated Decoy Effect on their purchase evaluation and choice ? / Héloïse POULET / 2019
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