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The impact of digitalization on customer experience in the parapharmaceutical sector / Agathe NARDI / 2022
Titre : The impact of digitalization on customer experience in the parapharmaceutical sector Type de document : Mémoire Auteurs : Agathe NARDI, Auteur Année de publication : 2022 Importance : 40 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 la page. Langues : Anglais (eng) Mots-clés : Management
CLIENT ; INDUSTRIE PHARMACEUTIQUE SECTEUR ; WEBMARKETINGRésumé : Nowadays, the parapharmaceutical sector is a rapidly evolving sector facing many issues and challenges. Another major point is the change in customer behavior and expectations. Indeed, for several years and in particular since the beginning of the covid-19 pandemic, we have observed that consumers are taking more and more care of themselves and are paying attention to their own health. With an increasing use of the internet and social networks, consumers can access any information at any time and compare products for example. Thus, one of the challenges for brands is to succeed in transmitting and maintaining a link of trust and transparency with its customers while remaining competitive with the competitors. Customers are looking for thrilling while smart and smooth experiences both offline and online. Whether for parapharmaceutical brands the customer journey was not a key success factor several years ago, we may wonder how can parapharmaceutical brands can rely on building a strong and smooth customer experience to retain customers. Digital technology has brought about several changes, especially in customers’ expectations. In a simple click, we all now have access to every information and shop online, wherever we are and whenever we want. If parapharmaceutical brands were not that much concerned about it several years ago, times have changed and digital customer journey seems to be a new challenging opportunity to retain consumers. As a matter of fact, what are the future and new challenges/issues of customer experience in the parapharmaceutical sector ? The purpose of this dissertation is to understand how much customer experience and especially digital customer experience is key for the future of parapharmaceutical brands, especially in thecontext of digitalization and what are the new issues involved. To what extent digital help building a personalized customer journey while keeping data privacy to meet new customer’s expectations ? To begin with, the first part of this study will refer to the literature review but also concrete examples to illustrate the remarks. To begin with, one will define the terms of customer experience and parapharmaceutical sector. Then, we will explore the close link between those two notions in the digital era. Finally, the change in consumer behavior and its impact into the company/consumer relationship will be analyzed. The second part of this analysis will focus on a qualitative study (interviews) to identify the challenges and expectations of the customer experience for parapharmacy brands through the experience of real consumers of parapharmacy products. A user test will be conducted to draw insights and recommendations to improve the digital customer journey.
Finally, the very last part will resume and give takeaways lessons.
To answer these questions, I will draw on my experience as a digital marketing project manager in the URGO Group (Laboratoires JuvaSanté International) and on the research I have done on this topic.Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568510
Titre : To what extent do companies' CSR policies impact purchase intentions? Type de document : Mémoire Auteurs : Salim LATIF, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
ECOLOGIE ; POLITIQUE DE L'ENVIRONNEMENT ; CLIENT ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEURRésumé : Nowadays, issues related to Corporate Social Responsibilities (CSR) are becoming more and more important in the public debate. Consumers are very attentive to the behavior of companies, especially with regard to the environment and their employees. This can be explained by the fact that these issues have been discussed a lot in media in recent years, especially because of many alerts related to global warming, or treatment of employees in factories of some main brands. Consumers' expectations are changing, and they are interested in the ethical aspect of brands. Companies must adapt to these new expectations from their customers, and they have to offer products and services that are more respectful of the environment and human rights. That is why this paper has studied the influence of CSR policy on consumers' purchase intentions. Since this paper is concerned with the underlying motivations of consumers, the qualitative method was chosen, as it allows us to understand better the reasons why consumers would rather choose a brand over another one based on their CSR policy. This study is intended to help managers to conduct CSR policies in line with the desires of their target customers. It proves that customers, especially younger ones, are looking for brands that respect the environment and human rights, and that they tend to reward brands that are exemplary in these two areas, and to punish those that are not in line with their values. In these conditions, brands must inform customers about their good actions, without ever overestimating their commitment through their communication, or risk being economically sanctioned by consumers Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572757 When companies make statements about CSR and particularly environmental topics, what makes customers trust in their commitments ? / Clotilde RAMON / 2022
Titre : When companies make statements about CSR and particularly environmental topics, what makes customers trust in their commitments ? Type de document : Mémoire Auteurs : Clotilde RAMON, Auteur Année de publication : 2022 Importance : 29 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 la page. Langues : Anglais (eng) Mots-clés : Management
POLITIQUE DE L'ENVIRONNEMENT ; ECOLOGIE ; GESTION DE LA RELATION CLIENT ; CLIENTRésumé : In a world where ecological awareness is growing and becoming a criterion for consumers, the question was raised as to how a company claiming to be committed to CSR, and in particular to the environment, can give consumers confidence in its commitments. What are the elements that give consumers confidence that the commitments are real? Most consumers are skeptical about the environmental commitments of certain companies. We first wanted to understand how consumers perceive companies' commitments and what kind of evidence consumers need to have confidence. We found that consumers need transparency and that most need to see to believe. The most important evidence for them to have confidence in a company's commitments is that they want government monitoring, they want quantified evidence, and they want a score for each company assessing their environmental commitment. Then, through advertisements, we wanted to understand the elements of communication that could give or not give confidence in a brand. What we found was that no matter how committed a brand is, whether it is sincerely committed to environmental actions or not, the majority of consumers remain skeptical about commitments. However, the brand's past actions and reputation help to convince them of its commitment. Consumers want real evidence, not advertising. It is better to communicate less but better. Secondly, we wanted to understand whether age was a factor that could affect consumer confidence in a brand's commitments. The results show that 18-25 year olds are the most skeptical about companies' communication of their commitments. Thus, a company can adapt to its audience and make more efforts to convince the 18-25 year olds. Programme : MSc Entrepreneurship & Innovation Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572768 Will cinemas survive the digitalisation of consumption? The role of customer experience in cinema differentiation. / Marie OROSCO / 2022
Titre : Will cinemas survive the digitalisation of consumption? The role of customer experience in cinema differentiation. Type de document : Mémoire Auteurs : Marie OROSCO, Auteur Année de publication : 2022 Importance : 32 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 la page. Langues : Anglais (eng) Mots-clés : Management
CINEMA ; CINEMA SECTEUR ; CLIENTRésumé : On 28 December 1895, les frères Lumières organized the very first public cinema screening of a film about the Lumière factories in Lyon, and the cinema was born. From this first 45-second film in black and white and silent format to the technological, technical and creative prowess of today's films, cinema has continued to evolve in many ways: its perception, its creative process, its objectives, its modes of consumption... Cinema has been through wars, industrial and technological revolutions and has therefore evolved from a simple visual entertainment object to a true art in its own right: the seventh art. Since 1895, the ways of consuming cinema have been widely expanded and even multiplied, but the physical cinema, which has existed since its beginnings, still persists today. We will therefore focus on this historical channel in this seminar paper. The physical cinema has been able to resist all these changes and continues to seduce modern society and this is why I would like to understand how the marketing of this product is articulated. We are going to study the evolution of this field through several points of view in order to see if the cinema experience allows it to differentiate itself from other modes of consumption. The world of cinema is undergoing a considerable change today, particularly since the health crisis. At the height of streaming platforms and the availability of a very large amount of content under totally different conditions: without constraints of temporality and localisation, cinema is surviving not without difficulty. Can cinema survive the digitalisation of society? Wouldn't the customer experience created by the physical cinema allow it to resist these changes? Can cinema remain an art form if the physical distribution mode no longer exists? Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572764 With the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022
Titre : With the explosion of Green Washing, do consumers still believe in Green Marketing? Type de document : Mémoire Auteurs : Aude HOVASSE, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
ECOLOGIE ; PUBLICITE ; IMAGE DE MARQUE ; CLIENT ; CONFIANCERésumé : Over the last few decades, environmental degradation has become one of the major issues in our societies (Damert & Baumgartner, 2018) and that is why the trend of ‘Green Marketing’ has been expanded (Chen & Huang, 2019). Kotler and Keller (2012) argued that the starting point of a business is not the company, but the market. Also, to remain competitive, a company has to adapt its vision and mission to match what consumers need and want. As consumers’ behavior has changed toward green products since the 1970s (Alwitt & Pitts, 1996), it has forced firms to adopt Green Marketing strategies. However, Green Marketing is only in its beginning and has not completely explored its full capacity (Vinayagamoorthy & Sakila, 2013). The idea of Green Marketing was founded in 1980 after the first workshop on ‘Ecological Marketing’ in 1975. The American Marketing Association (AMA) defined Green Marketing as ‘the marketing of products that are presumed to be environmentally safe’. Thus, it incorporates various activities such as production process, change of packaging, and product modification of marketing communications (Murthy, 2010); enabling ethical decisions within a business. Indeed, not only does Green Marketing change and improve existing marketing strategies, but it also tries to call them into question and give a significantly different perspective. It links corporate ethics and firm performance. In fact, it can transform potential growth opportunities into concrete business performance. The growth of Green Marketing strategies has several explanations: firms see it as a tool to reach their objectives (Shearer, 1990), firms have a moral commitment to become responsible (Davis, 1992), governments oblige firms to be more responsible, and competitors put pressure on each other to be more responsible (National Association of Attorneys-General [NAAG], 1990). As proof, the global skincare market was evaluated at US$ 11,820 million in 2021 and is expected to reach US$ 14,850 million in 2028. This proves that consumers let their consumption talk about their worries about the environment. Moreover, green consumers are seen as ‘lead users’ (Lemke & Luzio, 2014). Since lead users exceed current consuming trends and do not have the same needs as current consumers, companies have to meet these needs. As lead users will become mainstream with time (Lewandowska et al., 2017), it is necessary for firms to be aware of lead users’ needs and already try to respond to them. However, Green Marketing is often jeopardized because many firms claim false information about their products and services (Tinne, 2013). Indeed, in the 1990s, a study in the Journal of Public Policy and Marketing proved that 58% of environmental endorsements had at least one ambiguous affirmation. Derived from the term ‘White Washing’, this practice is called ‘Green Washing’.The following analysis examines if the explosion of Green Washing has put an end to the belief in Green Marketing. The literature review will present first the concept of Green Washing, then it will analyze its two main consequences, namely consumers’ misunderstanding and skepticism, which strongly affect the belief in Green Marketing. Finally, the empirical study will examine if consumers still believe in Green Marketing despite the profusion of Green Washing. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572753 Challenges of digital merchandising POSM implementation for wine & spirit promotion / Loïs MOËNE / 2021
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PermalinkHow sustainability and sustainable practices, implemented by some luxury fashion brands, may have an impact (positive or negative) on French consumers' willingness to pay? / Juliette FAURE / 2021
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PermalinkDe l’interêt de bâtir sa stratégie sur la fidélité client Etat des lieux et nécessité d’évolution des programmes de fidélité de la grande distribution / Charles GAUCHER / 2021
PermalinkWhat factors influence consumers’ purchase intention toward natural cosmetic products?: Application to the company Lili Margo https://lilimargo.com / Léa PARA / 2021
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