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Diversity and inclusion – professional integration of people with disabilities / Léa MOSTICONE / 2021
Titre : Diversity and inclusion – professional integration of people with disabilities Type de document : Mémoire Auteurs : Léa MOSTICONE, Auteur Année de publication : 2021 Importance : 41 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
DIVERSIFICATION ; HANDICAP ; EMPLOYE
Entreprise
INTEGRATIONRésumé : Research objective:
I decided to focus my thesis on a subject that I am passionate about: diversity and inclusion within companies. I would like to analyse, through reference texts and my field study, the evolution of the professional inversion of disabled people. I am a person who loves justice, so I think that there should be equal opportunities between classic workers and those with a disability.
Research questions:
Looking at my objective, I decided to work on the following issue: Is there still discrimination in the hiring and integration of people with disabilities?
Methodology:
After reading the literary reviews, I decided to answer the above problem with two following assumptions:
- Hypothesis 1: numerous measures have led to an improvement in the inclusion of disabled workers in companies
- Hypothesis 2: the inclusion of people with disabilities in the workplace is still too complex (stereotypes due to a lack of knowledge)
Findings:
Concerning the literature review, I relied on research articles in the Neoma library and articles found on the internet (see references). To complete my first theoretical part, I conducted five interviews with profiles closely related to disability. Finally, in order to complete the report in time, I made a retro planning (see annex 1)Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538366 Effects of integrating Mobile Augmented Reality on the perceived brand experience and brand attitude. The case of the furniture industry. / Héléna DIJON / 2021
Titre : Effects of integrating Mobile Augmented Reality on the perceived brand experience and brand attitude. The case of the furniture industry. Type de document : Mémoire Auteurs : Héléna DIJON, Auteur Année de publication : 2021 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 : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; TECHNOLOGIE
Entreprise
IKEARésumé : In an increasingly competitive world, brands must offer unique experiences to their consumers. Rapid advancements in technologies, especially augmented reality, places it at the heart of the brands’ strategies to create significant experiences in the eyes of consumers.
The adoption of augmented reality represents a major opportunity to improve brand experience, especially in the furniture industry. While one of the major issues faced by consumers is the lack of products’ visualization in their physical environment, augmented reality may well alleviate this issue and enhance brand experience. That is why one of the leading brands in its market, IKEA, has already started to introduce augmented reality to provide a compelling experience to its consumers.
This paper proposes a model to explore whether the integration of augmented reality into the purchasing process impacts brand experience and attitude of consumers towards the brand IKEA.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538666 French Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? / Eléonore BUTTIN / 2021
Titre : French Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? Type de document : Mémoire Auteurs : Eléonore BUTTIN, Auteur Année de publication : 2021 Importance : 44 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
CONSOMMATEUR ; MARQUE ; VIN SECTEURRésumé : Numerous studies have been conducted around the world on Generation Y (Millennials) and Z,on sparkling wines and on sustainable-labelled and packaging in the wine industry .However, none of these research have been conducted on Millennials and Gen Z and the environmental strategies of champagne brands.This research aims to investigate the effects of environmental strategies of champagne brands on French Millennials and Gen Z’s behaviour.This study is a qualitative research based on 14 interviews with French people aged 18 to 31. To obtain the most reliable results, gender parity was respected and the interviewees came from various socio-professional categories. To carry out this study, several gaps needed to be filled. Firstly, this study determines the motivations for champagne consumption, secondly the motivations for purchase and
finally the effects of these environmental strategies on the purchasing behaviour of these generations.This study proved that Gen Z and Millennials believe that drinking champagne is only to celebrate positive events with family or friends. By buying champagne, they are above all seeking to satisfy social and self-esteem needs. They are sensitive to environmental protection but when it comes to champagne, Millennials and Gen Z are not thinking about environment . Faced with these environmental strategies of the champagne brands, consumers have a positive opinion, are not ready to buy champagne more often but spend more to buy a bottle of eco-friendly champagne if their main purchasing criteria are met and regardless of their income . These strategies also arouse scepticism among some consumers, whether in relation to the real motivations of the brands or to the reliability of the certifications. Buyers with a good or excellent level of knowledge tend to choose certifications over packaging and vice versa. No difference was observed between the two generations.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538847 How can brands use ‘gender fluidity’ to redefine beauty for the male consumer group? / Jiayi LI / 2021
Titre : How can brands use ‘gender fluidity’ to redefine beauty for the male consumer group? Type de document : Mémoire Auteurs : Jiayi LI, Auteur Année de publication : 2021 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 : Anglais (eng) Mots-clés : Management
PUBLICITE INDUSTRIELLE ; IMAGE DE MARQUE ; SEMIOLOGIERésumé : The article concentrates on a few representative advertisements made by some famous brands to explore how brands can show masculine charm through the perspective of gender fluidity and redefine the aesthetics of male consumers. This study is a qualitative research, by watching the content of these beauty advertisements, depending on the different interpretations of the models in the advertisements and the external elements included in the advertisements, we will analyze from the perspective of brand promotion and audience acceptance in turn, and combine the semiotic square, gaze theory and gender performativity theory to find that gender fluidity among these beauty brands has had a significant impact on the overall creative and implementation on the mainstream industry. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538530 How did spirits brands impact cocktail consumption and culture through brand ambassadors? / Bastien MICHAUD / 2021
Titre : How did spirits brands impact cocktail consumption and culture through brand ambassadors? Type de document : Mémoire Auteurs : Bastien MICHAUD, Auteur Année de publication : 2021 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 ; IMAGE DE MARQUE ; SPIRITUEUX SECTEURRésumé : In a global context of lack of credibility in the communication of brands and the desire of these brands to be closer to their consumers, a key role has been created within spirits companies: the brand ambassador. Research has already demonstrated the importance and impact of influencers for B2C or B2B and even B2B2C brands and management theories are well aware about the importance of having a recognizable figure specific to each brand, notably through celebrity endorsement. However, studies on the impact of brand ambassadors remain anecdotal (Holger J. Schmidt, Carsten Baumgarth, 2018). The question I will try to answer is the following: How did spirits brands shape modern cocktail culture and their consumption thanks to brand ambassadors? Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538659 How 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 / 2021Permalink"How to counterfeiting modifies buying behavior in terms of experience and brand relationship" ? / Jean FUSIER / 2021PermalinkL’impact de la gamification sur l’image de marque d’une enseigne dans le secteur de la beauté / Valentine VERCASSON / 2021PermalinkInlcusion and diversity in doll toy industry - How far should the doll toy industry be focused on diversity and inclusion-oriented products for enhancing customer brand experience? / Glennys Margarita PARRA NIETO / 2021PermalinkLuxury brands communication about heritage on instagram and Tiktok. How to communicate the notion of heritage from luxury brands on social networks: Comparative analysis of Instagram and TikTok. / Gabrielle CHARTIER / 2021PermalinkMarketing d’influence et Marques de Sport / Alexis GOSSET / 2021PermalinkPermalinkMusic and brand image / Joffrey GEORGE / 2021PermalinkPackaging as a tool for sustainability: The case of luxury cosmetics / Manon BERNA / 2021PermalinkPopping open the effect of female figureheads on millenial's champagne purchaising intentions / Danika LEMINSKI / 2021Permalink
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