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How does the automotive sector position itself with regard to the current environmental constraints and how does it communicate about its position? / Juliette GODARD / 2022
Titre : How does the automotive sector position itself with regard to the current environmental constraints and how does it communicate about its position? Type de document : Mémoire Auteurs : Juliette GODARD, 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
AUTOMOBILE SECTEUR ; ECOLOGIE ; STRATEGIERésumé : The automotive industry is facing new environmental constraints and has to adapt their vehicles to them but also their communication because at the end of the chain it is the customer who must be convinced to buy a more ecological vehicle. Vehicle models are gradually being transformed to make room for electric or hybrid vehicles. However, customer requirements are also changing as they are more concerned about their consumption and the environment but want to keep quality and comfort. The automotive industry must therefore opt for a well-defined marketing strategy to correctly convey the message of sustainable development to consumers while proving the quality and reliability of their vehicles. However, the automotive industry still has a long way to go in defining its marketing strategy. The objective of this essay is to understand how the automotive industry is taking sustainability into account but also how it is making consumers want to buy a more environmentally friendly vehicle and therefore what its new marketing strategies are and if they are effective. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562231
Titre : How the concern of ecology and CSR impact customer buying intention? Type de document : Mémoire Auteurs : Mathieu PINEIRO, Auteur Année de publication : 2022 Importance : 37 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 ; COMPORTEMENT DU CONSOMMATEUR ; STRATEGIERésumé : The concern for the environment is changing the way we consume. Consumers are more and more sensitive to this cause and are looking to buy differently. As for the company, it is trying to reinvent itself and improve its image by promoting CSR (Corporate Social Responsibility) concepts to the consumer. The objective of this article is to examine the impact of ecological concerns and CSR on purchase intention. A qualitative study using semi-directive interviews was conducted with 14 respondents in France. The validation of the hypotheses through the analysis of the interviews proved that ecological concerns and CSR have a real impact on the individual's behaviors related to
purchase intention. Other variables also have a significant moderating influence on this point. Recommendations were proposed to companies in order to give them the keys to carry out marketing campaigns related to CSR with high commitment.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572766
Titre : How to implement Memetic Power in Luxury Fashion Communication Strategies? Type de document : Mémoire Auteurs : Marco SALCINI, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; POLITIQUE DE COMMUNICATION ; STRATEGIERésumé : Proximity to the consumer and high involvement towards the brand in luxury fashion have traditionally meant low luxury value of the brand (Park et al., 2018), confirming the conceptual link to the traditional attributes of distance and scarcity at the very basis of the notion of luxury (Kapferer and Bastien, 2009).
In 2019, however, Laura Sherman for Business of Fashion, in “Traditional PR Doesn’t Work Anymore. Here’s What Does” stated that traditional ways to communicate are no longer effective. After several interviews with Luxury Fashion communication professionals, she asserted that brands were supposed to be friendlier, more relatable, and closer to the consumers and to give the buyers an actual reason to talk about them. Among the thriving brands, she mentioned Simon Porte Jacquemus, and defined his eponymous brand as a “perfect meme fodder”. Sherman’s article also confirms existing literature on the fact that traditional celebrity placement doesn’t work either. Indeed, celebrity marketing might be effective to raise awareness (Campbell and Farrell, 2020) for low and medium involvement products (Khan and Chapa, 2021), therefore not luxury fashion, but macro, micro and even nano-influencers - those with less than 10,000 followers as per Campbell and Farrell (2020) - who are closer to the public and to whom the average users mirror themselves, result more believable, as they are more authentic and relatable (Khan and Chapa, 2021; Campbell and Farrell, 2020). On this note, memes can be considered a very popular tool for Generation Z to market luxury fashion brands, especially on platforms such as TikTok (Edelmann, 2020), due to their ability to convey direct, authentic messaging (Shifman, 2018) to a sharply targeted community and for their ability to go viral (Zanette et al., 2019). Nonetheless, until today, there are no contributions in scientific literature investigating the possible applications of memes in luxury fashion communication. Hence, in this dissertation, I would like to contribute to the conversation, and inspire other academics to further investigate this topic.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564587 International management / Helen DERESKY / Upper Saddle River : PEARSON EDUCATION INTERNATIONAL (2022)
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Titre : International management : Managing across borders and cultures : Text and cases Type de document : e-book Auteurs : Helen DERESKY Mention d'édition : 10è éd.. Editeur : Upper Saddle River : PEARSON EDUCATION INTERNATIONAL Année de publication : 2022 Importance : 492 p. Présentation : ill. ISBN/ISSN/EAN : 978-1-292-43031-7 Langues : Anglais (eng) Mots-clés : Management
ETHIQUE ; GESTION DES RESSOURCES HUMAINES ; MANAGEMENT INTERCULTUREL ; RELATIONS ECONOMIQUES INTERNATIONALES ; RESPONSABILITE SOCIALE DE L'ENTREPRISE ; STRATEGIEIndex. décimale : 111.74 MANAGEMENT INTERNATIONAL Résumé : Environnement du manager "global". Responsabilité sociale et éthique. Contextes culturel et interculturel. Management sratégique des opérations internationales. Gestion globale des ressources humaines. Note de contenu : Glossaire
IndexNombre d'accès : 10 En ligne : http://library.ez.neoma-bs.fr/login?url=https://bc.vitalsource.com/tenants/neoma [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=554402 ISE EBook for Strategic Management of Technological Innovation / Melissa A. SCHILLING / MCGRAW-HILL HIGHER EDUCATION (2022)
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Titre : ISE EBook for Strategic Management of Technological Innovation Type de document : e-book Auteurs : Melissa A. SCHILLING Mention d'édition : 7th ed. Editeur : MCGRAW-HILL HIGHER EDUCATION Année de publication : 2022 Importance : 462 p. ISBN/ISSN/EAN : 978-1-265-65765-9 Langues : Anglais (eng) Mots-clés : Management
INNOVATION ; STRATEGIERésumé : Melissa Schilling's Strategic Management of Technological Innovation is the #1 innovation strategy text in the world. It approaches the subject of innovation management as a strategic process, and is organized to mirror the strategic management process used in most strategy textbooks, progressing from assessing the competitive dynamics of a situation to strategy formulation, to strategy implementation. While the book emphasizes practical applications and examples, it also provides systemic coverage of the existing research and footnotes to guide further reading. It is designed to be a primary text for courses in strategic management and innovation and new product development. It is written with the needs of both business students and engineering students. Nombre d'accès : 1 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=553713 PermalinkRévolution de la donnée / Paris : Pearson (2022)
PermalinkPermalinkPermalinkPermalinkWhat are the controversial aspects of luxury fashion brands trying to adopt a sustainable strategy? And how can they improve their strategies to have a better social and environmental impact? / Fanny GUILLEMOT / 2022
PermalinkComment la data visualisation redistribue les cartes de la strategie en entreprise ? / Marine TREBOZ / 2021
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