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The Role of gender as criterion for cultural and creative products and services segmentation / Mélanie COLTEL / 2020
Titre : The Role of gender as criterion for cultural and creative products and services segmentation Type de document : Mémoire Auteurs : Mélanie COLTEL, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATION ; CULTURE ; SERVICE SECTEUR ; GAMME DE PRODUITSRésumé : In this seminar paper, we will first introduce the definition of cultural and creative industries, and the notion of gender. Then, we will focus on the passed and actual state of the cultural products and services market and how consumers are perceiving the notion of gender in cultural industries. The goal is to find out the actual trends of people’s consumption in cultural products and services. Then, we will study the limits of the gendered marketing, because the changing society leads to mentality evolution and gender redefinition. The former notion of “gender” is then put into question. And lastly, we will lead a quantitative study to analyse if gender perceptions and roles are genuine influential factors in terms of cultural consumption and see if stereotypes are still present in this open-minded society that is fighting for gender equality. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529100 THE STRATEGY OF COLLABORATION IN THE FASHION INDUSTRY / Marine POUDAT / 2020
Titre : THE STRATEGY OF COLLABORATION IN THE FASHION INDUSTRY : How and why collaborations can be used and impact both parties. Type de document : Mémoire Auteurs : Marine POUDAT, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
COLLABORATION INTER ENTREPRISES ; MODE ; ART ; IMAGE DE MARQUERésumé : In a context of explosion of offers in the fashion sphere, where you can find many creations of fashion brands, the consumer is hardly choosing between all the possibilities. As well, the rhythm of collection is getting harder and harder to follow (with weekly collections in many fast-fashion companies), the fashion brands are trying to create a link with the consumer by inviting other brands and artists to collaborate around few products. This kind of co-branding strategy, commonly used in other sectors such as food and automobile, is spreading all over the fashion industry, from the luxury brands to small brands. It seems that now, a fashion brand can’t even create three collections without succumbing to the temptation of inviting or getting invited by another one.
On the other hand artists are sometimes becoming brands because of the new mode of operation in the music industry : to bring people to their concerts and make them stream their music on platforms, artists are communicating as brands and being surrounded by communities. This new behaviour makes them the perfect ally to create collections for fashion brands.
This seminar paper is designed to examine the strategy of collaboration in the fashion industry. We will understand, by making a chronology of the use of this strategy in the fashion sphere, how and why it is used by the fashion brands, and especially how it has become one of the main tools used by troubled brands, by wealthy brands, by new-in brands, by established brands. This seminar paper focuses on the repercussion of this kind of strategy over the fashion brand and over the artist : how is it economically interesting and how it influences the perception of the communities from both parties.
In order to understand the conception and the repercussion of the artistic collaborations in the fashion industry, we will call on various academic sources such as articles, papers and dedicated websites. The sources used to write this seminar paper will include fashion oriented articles from Le Monde, L’Express, Les Echos, Le Figaro but also articles from fashion industry key media references : ELLE, Vogue or Fashion United. We will also introduce the results of a survey about two specific collaborations as a tool to show the impact of those collections on consumer behaviour. Doing so this seminar paper will attempt to be a mixture between marketing, journalism and social studies, combined with a quantitative analysis.Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531066 To what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? / Louise MARAGE / 2020
Titre : To what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? Type de document : Mémoire Auteurs : Louise MARAGE, Auteur Année de publication : 2020 Importance : 33 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
RESEAU ; INFLUENCEUR ; TOURISME ; IMAGE DE MARQUERésumé : In the tourism and hospitality sectors, Instagram is an incredible window and influencers are valuable tools for brands looking for a broader visibility. This social media has notably deeply reshaped the way hotels enhance their brand's value through influencers by positively stimulating brand awareness and brand perception in consumers' mind. As a result, this Seminar Paper aims at answering the research question: to what extent does the popularity of Instagram influencers positively impact the observer-based brand equity (OBBE) of tourism hotel brands? Through a quantitative study, several hypotheses were analyzed to verify: if the relationship between influencers' popularity and OBBE is positive and if it can be moderated by the brand familiarity, the age of the observer or its identification to the influencer. The results of the paper were not significant to confirm neither a positive relationship between influencers' popularity and OBBE, nor a moderating effect of the age of the observer on this relationship. However, a mean's analysis validates that the brand familiarity can moderate the effect. Finally, we have found that the observer's identification to the influencer moderates the effect only in certain cases. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531052
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 Category Management in Purchasing / Jonathan O'BRIEN / Kogan Page (2019)
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 Comment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? / Aurore PARIS / 2019PermalinkComment Instagram influence-t-il l’image de marque de Disney en ligne ? / Bettina THEIL / 2019PermalinkComment les réseaux sociaux peuvent-ils influencer l'expérience candidat ? / Narjiss BENIOURI / 2019PermalinkLa création de valeur par la marque / Amirdine MIHIDJAI / 2019PermalinkDans l’industrie de la défense, quels sont les leviers que les forces commerciales support peuvent mettre en place pour améliorer leurs performances ? / Sujeeth SUSINTHIRAN / 2019PermalinkDans quelle mesure la personnalisation symbolique influence la fidélité d’un consommateur à une marque ? / Claire PROST-ROMAND / 2019PermalinkEntre Grandes Maisons de Champagne et Vignerons Indépendants, l’engagement en faveur de la viticulture biologique ne fait pas nécessairement consensus et n’est-il pas source de clivage ? / Laure DELHOME / 2019PermalinkLa fidélité par la confiance dans le comportement du consommateur / El OUALI / 2019PermalinkHeritage as an enabler of strategic reconfigurations: Evidence from luxury fashion companies / Dinara VOLCHKOVA / 2019PermalinkHow can luxury fashion brands build authenticity via Instagram? / Quentin BRUMARD / 2019Permalink
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