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The Evolution of “Beauty Feminine Conceptions” and “Body Image” in a Digital Era: Generation X and Millenials face to the Fashion Industry / Marine AUDRENO / 2020
Titre : The Evolution of “Beauty Feminine Conceptions” and “Body Image” in a Digital Era: Generation X and Millenials face to the Fashion Industry Type de document : Mémoire Auteurs : Marine AUDRENO, Auteur Année de publication : 2020 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 ; INDUSTRIE DU LUXE SECTEUR ; WEBMARKETING ; FEMME ; BEAUTERésumé : To answer this research question, I decided to run a qualitative research including two types of data collection: In-depth interviews and Netnography. The analysis of these data led me to three different interesting findings, articulated with each other. First, I discovered that Generation X and Millennials do not possess the same conception of feminine beauty. If it’s true that from Generation X members’ point of view feminine beauty is synonym of a single ideal: tall, thin and slim woman (like Victoria’s Secrets models); on the other side Millennials do privilege several “standardS” of beauty. According to Millennials, Feminine Beauty needs to be plural in fashion, like demonstrated by the brand Savage x Fenty. Besides, if these two groups possess different conceptions of feminine beauty, they all agree on the fact that, in our current environment, with movements like #metoo, the fashion industry needs to adapt its strategy in both: fashion shows and marketing campaign, by promoting concepts as “diversity” and “inclusivity”. The Body Positivity Movement truly embodies this trend and is supported by Millennials and Generation X too. Finally, last but not least, my ultimate finding turns out to be crucial for brands future. Indeed, I found that even if fashion moved forward in terms of “inclusivity”, a part of women population, belonging to Generation X, is still on the edge of fashion concern, as no identification is possible. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529851 The impact of Blockchain technology on customers’ Willingness To Pay for second-hand luxury products / Khadija EL AMRAOUI / 2020
Titre : The impact of Blockchain technology on customers’ Willingness To Pay for second-hand luxury products Type de document : Mémoire Auteurs : Khadija EL AMRAOUI, Auteur Année de publication : 2020 Importance : 63 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 ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; TECHNOLOGIE FINANCIERERésumé : Blockchain technology has proven itself in many fields, solving financial and non-financial industry problems. In this paper, we explore the effects of the use of the disruptive technology on people’s willingness to pay (WTP) for second-hand luxury products and highlight the different perceptions of luxury customers regarding the use of the technology in the market. To do so, a qualitative grounded study was conducted in which 11 luxury customers participated. The form of data collection was through in-depth individual interviews. The findings suggest that while some luxury customers are ready to increase their purchase cycle by purchasing second-hand luxury items using blockchain technology; others prefer sticking to their traditional in-store purchase regardless of all the benefits of the technology, due to their craving of the rewarding in-store experience and the satisfaction that follows the purchase of a brand new product. Overall, the implementation of blockchain technology would make luxury consumers and even a new scale of customers away from the traditional “Elite” more prone to buy second-hand luxury items, as it increases trust, transparency, security and guarantees the authenticity of the product. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531013
Titre : The microtransactions in video games : What motivates or curbs gamers to spend money on microtransactions Type de document : Mémoire Auteurs : Ludovic HUTEAU, Auteur Année de publication : 2020 Importance : 22 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
FINANCE COMPORTEMENTALE ; THEORIE DES JEUX ; JEUX DE HASARD ET D'ARGENT SECTEUR ; THEORIE DES COUTS DE TRANSACTIONRésumé : The aim of this paper is to understand gamers’ behavior regarding microtransactions in video games. Microtransactions refer to in-game purchases that allow to buy digital goods (content extensions, bonuses, cosmetics, etc.). This kind of transaction is an important source of revenue for game publishers and is very successful with players. In a first part, a literature review allowed us to make three hypotheses about the reasons why gamers buy in-game content: first, they are willing to spend more on microtransactions when the game is inexpensive or free; then, they spend money on microtransactions because their motivations are worth the cost; and finally, gamers spend money on microtransactions in order to promote themselves to others. Thanks to a questionnaire administered to a hundred people, we have been able to confirm or deny the hypotheses and to reach our search objectives. We know what is the profile of microtransactions consumers, their main motivations and the factors that can influence their purchase decision. As a result, we give some action levers and recommendations to video games publishers and developers in order to better target their consumers. Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529112 To what extent do French pop and folk music artists adjust their creation process and strategies to the market expectations in order to make a living out of their art / Pierre DESBOIS / 2020
Titre : To what extent do French pop and folk music artists adjust their creation process and strategies to the market expectations in order to make a living out of their art Type de document : Mémoire Auteurs : Pierre DESBOIS, 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
ART ; FRANCE ; MARKETING STRATEGIQUE ; MUSIQUE ; REMUNERATION ; STRATEGIE ; INDUSTRIE CULTURELLE SECTEURRésumé : This academic article is meant to give a nuanced reflection about the pop and folk music industry in France, placing the artist’s choices, strategies and scope of action at the center of the analysis. To do so, it is important to understand the forces at work in the « commercial pole » of the music industry. These forces are likely to have an influence on musicians’ creation processes, with or without them to be conscient about them. It is also crucial to understand what strategies can be developed by the artists in a hostile environment such as the music sector in which they progress. An empirical research is required in order to enable musicians to express themselves about their vision of the industry, how they are willing to build they careers, their yearnings, their conception of success, authenticity and the compromises they agree to make in order to maintain their carrer from an economic point of view. Finally, this article is just as much meant, in the end, to deconstruct prejudices about the figure of the musician in our society and soothe the passions that hit a fantasised industry. Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531085 Towards understanding deadstock: post production waste and its current solutions within luxury fashion companies / Laura DE NAPOLES FRANCA DORIA / 2020
Titre : Towards understanding deadstock: post production waste and its current solutions within luxury fashion companies Type de document : Mémoire Auteurs : Laura DE NAPOLES FRANCA DORIA, Auteur Année de publication : 2020 Importance : 70 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
STOCK ; DECHET INDUSTRIEL ; INDUSTRIE DU LUXE SECTEURRésumé : There is currently an overproduction problem within luxury fashion companies. These face many challenges when choosing the right strategy to manage and prevent unsold merchandise. Research has shown that most companies fear addressing this subject and try to remain as silent as possible about it. This study aims to analyze the most common strategies being adopted by luxury brands, as well as their risks and benefits for both companies and the environment. Building on existing information publicly available, we ask: is there any correlation between the companies’ characteristics and the strategies adopted for deadstock? In this context, deadstock is defined by pre-consumer waste or the excess inventory that fashion brands are left with in the end of each season.
Based on a review of the literature on excess inventory, companies’ reports, common strategies adopted and fashion sustainability, an analysis was conducted among six different luxury groups. The results indicate a correlation between ownership structure or market segmentation and the strategies embraced by the companies. Further research is needed to identify all the practices currently being implemented, as well as other factors that may be correlated.Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=532911 Why do some customers buy counterfeit luxury goods exclusively when travelling? / Arthur GUILLEMOT / 2020
PermalinkPermalinkDoing business in Latin America and Southeast Asia. Nintendo and The Digitalization of Gaming Industry: Is Nintendo ready for digital games and to winning Southeast Asia market ? / Flore OZAWA / 2019
PermalinkL’éco-luxe : une étude des liens entre la démocratisation du luxe et l’orientation des acteurs du marché vers le développement durable / Simona MEZZADRI / 2019
PermalinkHeritage as an enabler of strategic reconfigurations: Evidence from luxury fashion companies / Dinara VOLCHKOVA / 2019
PermalinkHow can luxury brands balance between authenticity and innovation in order to thrive among millennials? / Lamia BADRI / 2019
PermalinkPermalinkHOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019
PermalinkPermalinkL’influence d’une stratégie axée en faveur du développement durable sur l’intention d’achat des Millennials dans le secteur du tourisme sportif. / Juliette MOREAU / 2019
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