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Why do some customers buy counterfeit luxury goods exclusively when travelling? / Arthur GUILLEMOT / 2020
Titre : Why do some customers buy counterfeit luxury goods exclusively when travelling? Type de document : Mémoire Auteurs : Arthur GUILLEMOT, Auteur Année de publication : 2020 Importance : 30 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 ; PRODUIT DE LUXE ; CONTREFACONRésumé : The counterfeit luxury goods industry is recognized as a harmful way of consuming both for companies and societies. The literature is quite abundant to try and explain the reasons that lead consumers to the willingness to buy counterfeited luxury products in a general matter.
However, the observation of tourists purchasing counterfeited goods in foreign countries while being reluctant to buy counterfeit in their home country highlighted a literature gap in the explanation of this phenomenon. To answer the question “why do some consumers buy counterfeit luxury goods exclusively when travelling?”, a qualitative study was conducted with semi structured in-depth interview. 8 consumers of counterfeits exclusively abroad were interviewed, all living in France but from various origins.
6 main elements of answer were extracted from these interviews: the necessity, the opportunity (given abroad and not in the home country), the influence of the local culture, the emotion, the quality offered (compared to the home country) and the diminished legal risk perceived abroad.
This research tries and help to understand the purchasing motives for this kind of consumer in order for companies to better tackle this consumption of tourists.Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529160 Business model to compete in a digital transformation in Vietnam advertising industry : A case of Masso Group Vietnam / Thi Thao Phuong NGUYEN / 2019
Titre : Business model to compete in a digital transformation in Vietnam advertising industry : A case of Masso Group Vietnam Type de document : Mémoire Auteurs : Thi Thao Phuong NGUYEN, Auteur Année de publication : 2019 Importance : 27 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
PUBLICITE ; VIET NAM ; WEBMARKETINGRésumé : The emerging of "digital era", and the fact that Vietnamese consumers are also digital-driven will be mention in detail in this paper. As a result of the market study, advertising firms have seized the opportunity to integrate into the digital space. The later analysis focuses on understanding how advertising agency operating in this industry can transform their business model to remain competencies and profitability, also observing how investigates the new value creation logic system. The RCOV framework is used to exploit Masso Group case study in Vietnam advertising market to value a theoretical relationship between resources and competencies, organization, and value in dynamic diversify environment. Then figure out the strategic design in detail and what is their business model for a transform success. Finally, using the case study of Masso Group is as an example of how other traditional advertising agencies shift their business model to compete today. Note de contenu : PGE: Bibliogr. P. 25-27 Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=496394 Can changes in cognitive load of consumers moderate the impact of the asymmetrically dominated Decoy Effect on their purchase evaluation and choice ? / Héloïse POULET / 2019
Titre : Can changes in cognitive load of consumers moderate the impact of the asymmetrically dominated Decoy Effect on their purchase evaluation and choice ? Type de document : Mémoire Auteurs : Héloïse POULET, Auteur Année de publication : 2019 Importance : 24 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 ; SCIENCE COGNITIVE ; MARKETING STRATEGIQUE ; PRISE DE DECISIONRésumé : Consumers are constantly influence during the process of alternatives evaluation, when buying a product, through the utilization of the Decoy Effect. This paper purpose is to highlight a possible relationship between cognitive load of consumers, and the impact of asymmetrically dominated decoy effect on purchase evaluation and choice. To do so, a quantitative survey has been conducted, to see if a modification in the cognitive load of consumers can moderates the impact of decoy effect on their purchase evaluation. The modification of cognitive load occurs when we told people that they have time to make their decision, in doing so, consumers can make their choice in a no pressure environment. Consumers needed to choose between coffee cup size and popcorn size, having at first only two options, and then the apparition of the asymmetrically dominated decoy element. They took the first choice as they will usually do, and the second one by consciously knowing they had time to make it. The results show that when respondent are aware that they have the time to choose between products of low involvement, and even in the presence of the asymmetrically decoy effect, they will not change they mind and keep the same choice than with the decoy element. They are not influenced by marketing managers. The impacts of moderators, which are age and high involvement purchase, on the relationship between cognitive load and decoy effect have not been proven. We may conclude that there exist a relationship between the modification of cognitive load of consumer and the impact of decoy effect on their purchase evaluation and choice. Note de contenu : Bibliographie p. 22-24 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494647
Titre : Category Management in Purchasing : A Strategic Approach to Maximize Business Profitability Type de document : Livre Auteurs : Jonathan O'BRIEN Mention d'édition : 4th ed. Editeur : Kogan Page Année de publication : 2019 Importance : 497 p. ISBN/ISSN/EAN : 978-0-7494-8261-9 Langues : Anglais (eng) Mots-clés : Management
ACHAT ; GESTION PAR CATEGORIEIndex. décimale : 121.31 GESTION PAR CATEGORIE Résumé : Category Management in Purchasing is a comprehensive guide to strategic category management which provides a step-by-step guide to its implementation and use, and enables readers to deliver value and cost savings when sourcing and purchasing. Now in its fourth edition, this text has cemented its place as the essential reference for category management practitioners. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=577801 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité J7261 121.31 OBR Livre Library Campus de Rouen Salle de lecture Disponible
Titre : Category Management in Purchasing : A Strategic Approach to Maximize Business Profitability Type de document : e-book Auteurs : Jonathan O'BRIEN Mention d'édition : 4th ed. Editeur : Kogan Page Année de publication : 2019 Importance : 521 p. ISBN/ISSN/EAN : 978-0-7494-8262-6 Langues : Anglais (eng) Mots-clés : Management
ACHAT ; GESTION PAR CATEGORIERésumé : Category Management in Purchasing is a comprehensive guide to strategic category management which provides a step-by-step guide to its implementation and use, and enables readers to deliver value and cost savings when sourcing and purchasing. Now in its fourth edition, this text has cemented its place as the essential reference for category management practitioners. In this new edition, Jonathan O'Brien shows how a strategic approach needs to integrate with other approaches, such as supplier relationship management and how the procurement function negotiates. Additionally, this new edition includes some new insights, based upon the experience of senior practitioners in industry, on how to make category management a success in the organization. It also includes some general updates and contextualizes the future procurement function and an ever increasing digitally enabled, de-globalized, post Brexit world. There is also additional material on the effect of international developments on procurement, updated tools and templates, and examples of how these have been successfully used in industry. Category Management in Purchasing, 4th edition connects theory and practice and provides readers with the tools to analyze complex sourcing situations quickly and clearly, and so develop innovative and creative proposals for sourcing. Nombre d'accès : 3 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=491029 Comment le digital pourrait transformer l’expérience client dans un contexte de distribution omnicanal ? / Léonore PETRY / 2019
PermalinkComment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? / Aurore PARIS / 2019
PermalinkComment les innovations technologiques sont-elles appréhendées par le secteur de l’horlogerie du luxe ? / Astrid FORESTIER / 2019
PermalinkPermalinkComment les réseaux sociaux peuvent-ils influencer l'expérience candidat ? / Narjiss BENIOURI / 2019
PermalinkA comparative outlook on Augmented Reality (AR) and Virtual Reality (VR) in enhancing the Customer shopping experience to induce Purchase intentions and generate better Customer Satisfaction in the Online retail industry / Amritha RAJU / 2019
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