Mots-clés
Management > GESTION DU MARKETING > POLITIQUE COMMERCIALE > POLITIQUE DE PRODUIT
POLITIQUE DE PRODUITSynonyme(s)Chef de produitVoir aussi |
Documents disponibles dans cette catégorie (1127)
![](./images/expand_all.gif)
![](./images/collapse_all.gif)
![Tris disponibles](./images/orderby_az.gif)
Etendre la recherche sur niveau(x) vers le haut et vers le bas
How can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? / Najoua LYAKOBY / 2022
Titre : How can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? Type de document : Mémoire Auteurs : Najoua LYAKOBY, Auteur Année de publication : 2022 Importance : 34 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
INTELLIGENCE ARTIFICIELLE ; CLIENT ; ECOLOGIE ; IMAGE DE MARQUERésumé : A green image has been frequently associated to greenwashing these past years, which
impacted customers’ trust and their ability to trust again regarding this alarming topic of
environmental crisis. Awareness has risen and companies’ strategies to generate more income as well,
leaving real actions behind and compromising their customers’ trust. This research study was carried
out to prove the existing yet not clear correlation between Green IT and customer trust through a
genuinely greener image for companies. Such relation has not been given enough importance in the
recent years especially from companies, as they still haven’t been leveraging Green IT properly for the
purpose of increasing their environmental engagement. The study also aims to fill the gap in literature
when it comes to relating the two terms and confirm the prediction of a more competitive position in
the market when integrating green IT in the business model and the strategy of a company. Through
this study we want to shed light on how Green IT is the ultimate key to reach sustainability goals by
empowering not only individuals but the planet, ensuring a better world.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572760 How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
Titre : How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? Type de document : Mémoire Auteurs : Sofia FATES, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
MARQUE ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUE ; INTERNETRésumé : E-commerce has been booming for a few years now, made up of giants which have made ecommerce their core business: the pure players or the click-and-mortar. Although most brands have taken to it, there are still exceptions, especially in the luxury sector, where an large number of luxury brands are still reluctant to integrate e-commerce in their distribution strategy. Indeed, starting to sell articles on websites where everyone can have access to their product could jeopardize the notion of exclusivity, so precious for them. The purpose of this paper is to understand what aspects are the most important and essential to luxury shoppers during their buying process and how important the notion of scarcity and exclusivity is to them. This will give us guidance to advise brands on how to manage these notions if they intend to engage in e-commerce. To answer this, a qualitative study was conducted: 7 female and 3 male respondents, aged 25 to 55 who already bought or might buy a luxury item in future have been interviewed. It has been shown that online luxury shoppers are very attached to the notion of exclusivity and need to feel privileged even during a behind the screen experience. Although most respondents found the in-store experience to be far inferior to the online experience in terms of service, prestige and recognition, it was demonstrated that a luxury brand today should engage in e-commerce for business, and modernization reasons and to remain closer to their customers, but by respecting specific luxury codes to remain exclusive. All in all, this paper aims to give guidance on how luxury brand can take advantage of ecommerce, by keeping the historical and key attributes of a luxury brand, namely their product scarcity and their customer experience. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572747 How can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022
Titre : How can the market for responsible and sustainable clothes be made accessible to the most modest? Type de document : Mémoire Auteurs : Sophie KUBWIMANA, Auteur Année de publication : 2022 Importance : 26 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
MARQUE ; TEXTILE SECTEUR ; CONSOMMATEUR ; ECOLOGIERésumé : This study focuses on the challenge of convincing the consumer that genuine green
marketing is not a scam. Today's consumers are particularly suspicious of big brands, and
blame institutions and big business for their environmental impact, and rightly so.
Nevertheless, by involving the consumer more in their purchasing decision, brands with a
sincere approach would gain notoriety and thus broaden their consumer target to reach the
most modest consumers who would see an economic advantage in consuming less but
better.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572755 How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
Titre : How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? Type de document : Mémoire Auteurs : Perrine GARDIEN, 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
CONSOMMATION ; FONDATION ; IMAGE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; RELATIONRésumé : Over the past twenty years, the State has encouraged the development of philanthropy by reforming the regulatory framework for sponsorship and the taxation of donations. The number of foundations has risen sharply, and philanthropy has benefited from greater public visibility. Philanthropy was seen as a complement, or even a useful and modern substitute for public funding. Strongly involved in the construction of a fair and harmonious society, these foundations have multiple fields of action: culture, heritage, environment, social etc. Faced with a globalised luxury industry, the major houses have attempted to promote their image by distinguishing themselves through this tremendous lever. However, in recent years, the tone seems to have changed and criticisms of these hybrid institutions created by luxury houses and other large companies are growing. Due to the numerous commercial collaborations between art and luxury, the phenomenon of artification has become very popular and is applicable to all areas of luxury: merchandising, marketing, products, advertising, but also corporate foundations which are linked to artistic initiatives, and which are now at the heart of the sponsorship strategies of luxury brands. This sponsorship is defined as material support given, without direct counterpart on the part of the beneficiary, to an organisation or a person for the realisation of activities of general interest, which is notably part of the CSR strategies of companies. This raises the question of how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations? From the literature we can see that the luxury industry has provided several subsidies to the art industry, including helping many artists to work through collaborations or by exhibiting their work. Art can provide much-needed moral and aesthetic support for luxury companies, but also non-commercial connotations and a paradoxical legitimacy in relation to its high prices. On the other hand, luxury brings a new look to art, modernising it and making it accessible to everyone through large cultural and artistic institutions that have already promoted many artists. Artification helps this sector to minimise the motivation of social stratification of customer demand which favours more humanistic motivations such as elevation through objects that focus the work of talented artists, tradition and culture, art and creativity and timelessness (Kapferer, 2014). The motivations to carry out cultural and artistic patronage mentioned by the literature would allow luxury brands that are patrons of these projects to enjoy economic benefits, improve their images but also prove their commitments related to corporate social responsibility. However, according to the literature, luxury and CSR are totally incompatible concepts due to the incongruity of their values (Torelli et al, 2012) and corporate foundations may appear illegitimate, luxury brands run the risk of being suspected of being opportunistic and insincere (Anido Freire, Loussaïef, 2017). Consumers are therefore increasingly attentive and may perceive certain artistic initiatives as a way to improve the public image of the companies concerned. Unfortunately, there is very little research on the perceptions of the visitors and clients of these foundations, who are among the major actors in these projects. Therefore, in this essay, we decided to turn directly to the consumers and visitors of these luxury foundations in order to find out their perceptions of the commitments and legitimacy of these art foundations compared to other cultural institutions that are not commercial companies. Therefore, in this research paper, we want to investigate how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations. This research will first identify the role of moral foundations and the benefits of investing in corporate philanthropy. It will also allow us to determine the authenticity of brand commitments, how to overcome the value conflict in the promotion of luxury brands with CSR initiatives as well as to determine under which conditions the brand initiative appears legitimate in the eyes of the consumer. Finally, this research will enable us to determine whether the art-luxury relationship and more precisely the artistic foundations have an impact on the luxury consumption of its visitors or at least an impact on their perception of the brand involved. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564582 How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022
Titre : How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? Type de document : Mémoire Auteurs : Justine TATANGELO, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
ECOLOGIE ; MARQUE ; VIN SECTEUR ; SYMBOLE ; CLIENTRésumé : Many studies have been conducted in recent years on the topic of ecological transition. Most often, these studies have focused on the consumer response to the transition to organic farming in the agri-food sector in general. However, very few studies have focused specifically on the impact of the organic farming conversion strategy in the Champagne sector. This research aims to explore consumer response to Champagne brand's adaption of the organic-conversion strategy. For this purpose, a quantitative study based on the responses of 58 participants to a 20-question questionnaire was conducted. The survey was divided into four parts, one on the socio-demographic characteristics of the participants, one on their commitment to environmental and health issues, one on their knowledge of the wine and organic farming industry and one on their Champagne consumption and purchasing habits. The findings of this study showed a weak acceptance of organic Champagne by consumers. They mostly prefer to drink traditional Champagne and have poor knowledge of the organic transition in the wine industry. Millennials (aged 18 to 35) are very involved in the environmental cause and concerned about their health. They are favorable to organic farming and consume organic products and wine regularly. By contrast, they prefer the brand, the packaging, or the vintage, rather than the organic when they buy Champagne, because they drink Champagne on social occasions and use it to satisfy their need for image and social distinction. Also, the more knowledgeable participants are about the industry, the more favorable they are to organic Champagne, regardless of their age and social class. However, even participants who drink organic Champagne do not pay attention to the organic label when buying Champagne. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572772 How hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022
PermalinkHow luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022
PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
PermalinkPermalinkPermalinkIn the launch phase, how to boost the visibility of a digital startup with limited financial resources? / Ilyas Mohamad EL HACHIMI / 2022
PermalinkInfluencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022
PermalinkPermalinkPermalinkPermalink
![rss](https://cataloguelibrary.neoma-bs.fr/images/rss.png)
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
-
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26
-