Mots-clés
Documents disponibles dans cette catégorie (187)
Ajouter le résultat dans votre panier Faire une suggestion Affiner la recherche
Etendre la recherche sur niveau(x) vers le haut et vers le bas
To what extent do companies' CSR policies impact purchase intentions? / Salim LATIF / 2022
Titre : To what extent do companies' CSR policies impact purchase intentions? Type de document : Mémoire Auteurs : Salim LATIF, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
ECOLOGIE ; POLITIQUE DE L'ENVIRONNEMENT ; CLIENT ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEURRésumé : Nowadays, issues related to Corporate Social Responsibilities (CSR) are becoming more and more important in the public debate. Consumers are very attentive to the behavior of companies, especially with regard to the environment and their employees. This can be explained by the fact that these issues have been discussed a lot in media in recent years, especially because of many alerts related to global warming, or treatment of employees in factories of some main brands. Consumers' expectations are changing, and they are interested in the ethical aspect of brands. Companies must adapt to these new expectations from their customers, and they have to offer products and services that are more respectful of the environment and human rights. That is why this paper has studied the influence of CSR policy on consumers' purchase intentions. Since this paper is concerned with the underlying motivations of consumers, the qualitative method was chosen, as it allows us to understand better the reasons why consumers would rather choose a brand over another one based on their CSR policy. This study is intended to help managers to conduct CSR policies in line with the desires of their target customers. It proves that customers, especially younger ones, are looking for brands that respect the environment and human rights, and that they tend to reward brands that are exemplary in these two areas, and to punish those that are not in line with their values. In these conditions, brands must inform customers about their good actions, without ever overestimating their commitment through their communication, or risk being economically sanctioned by consumers Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572757 What are the factors influencing the evolution of electriccar sales in France since 2020 and its future limitations ? / Benjamin BOULNOIS / 2022
Titre : What are the factors influencing the evolution of electriccar sales in France since 2020 and its future limitations ? Type de document : Mémoire Auteurs : Benjamin BOULNOIS, Auteur Année de publication : 2022 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
AUTOMOBILE SECTEUR ; ECOLOGIE ; FRANCERésumé : The decisions taken by the French government, the covid 19 and the war in Ukraine are all factors that have impacted the development of the electric car market in France over the last 3 years. The quantitative analysis through research and the answers obtained through the collection of data from a questionnaire allow us to test the hypotheses and give us a portrait of the typical consumer: the main reasons for buying an electric vehicle are the price and the potential savings in maintenance costs. The French government as a major player in the economy has used economic means to help the ecological transition while contributing to the development of the automotive sector. The unexpected events that have hit France in the last three years have not contributed to the development of the electric car market but have reduced its growth. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=565239 When companies make statements about CSR and particularly environmental topics, what makes customers trust in their commitments ? / Clotilde RAMON / 2022
Titre : When companies make statements about CSR and particularly environmental topics, what makes customers trust in their commitments ? Type de document : Mémoire Auteurs : Clotilde RAMON, 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
POLITIQUE DE L'ENVIRONNEMENT ; ECOLOGIE ; GESTION DE LA RELATION CLIENT ; CLIENTRésumé : In a world where ecological awareness is growing and becoming a criterion for consumers, the question was raised as to how a company claiming to be committed to CSR, and in particular to the environment, can give consumers confidence in its commitments. What are the elements that give consumers confidence that the commitments are real? Most consumers are skeptical about the environmental commitments of certain companies. We first wanted to understand how consumers perceive companies' commitments and what kind of evidence consumers need to have confidence. We found that consumers need transparency and that most need to see to believe. The most important evidence for them to have confidence in a company's commitments is that they want government monitoring, they want quantified evidence, and they want a score for each company assessing their environmental commitment. Then, through advertisements, we wanted to understand the elements of communication that could give or not give confidence in a brand. What we found was that no matter how committed a brand is, whether it is sincerely committed to environmental actions or not, the majority of consumers remain skeptical about commitments. However, the brand's past actions and reputation help to convince them of its commitment. Consumers want real evidence, not advertising. It is better to communicate less but better. Secondly, we wanted to understand whether age was a factor that could affect consumer confidence in a brand's commitments. The results show that 18-25 year olds are the most skeptical about companies' communication of their commitments. Thus, a company can adapt to its audience and make more efforts to convince the 18-25 year olds. Programme : MSc Entrepreneurship & Innovation Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572768 Why and how to use online communities as a lever to develop and deploy the low-tech model? / Marie BOURGEOIS / 2022
Titre : Why and how to use online communities as a lever to develop and deploy the low-tech model? Type de document : Mémoire Auteurs : Marie BOURGEOIS, 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
INTERNET ; PROTECTION DE L'ENVIRONNEMENT ; CREATION DE VALEURRésumé : With the environmental impacts caused by our current production and consumption model, and driving it to its jeopardy, it is important to shed light on new business models opportunities capable of achieving ecological transition and of driving a sustainable way of life. The low-tech approach suggests a new model for businesses and society to develop, but is unfortunately understudied. On the contrary, High-Tech solutions are addressed by a large body of research with an increasing interest in Online Communities: those platforms that gather people virtually. The purpose of this article is to highlight how low-tech can become the new normal, using online communities, aiming to connect people and empower them through knowledge sharing. This paper relies on two studies: a qualitative study based on in-depth interviews, and a netnography based on the analysis of an online community. This article provides three main contributions. First, it emphasizes a new definition of low-tech, understanding it as a systemic and economic approach towards sustainability. Second, it presents the fit between the criteria of low-tech, and the characteristics of online communities, opening paths for low-tech entrepreneurs to improve and scale their solutions using crowdsourcing, sharing their knowledge and relying on the sense of community of the users. Third, it sheds light on conviviality and offline communities as required mindset and settings to develop and scale low-tech projects. This paper advises low-tech entrepreneurs to capitalize on the full potential of online communities by 1) sourcing knowledge and invite users’ to participate int the solutions’ development, 2) sharing knowledge and encourage users’ to replicate it in order to 3) take advantage of the community to gain in visibility and being able to scale their project and deploy it glocally thanks to local communities building. This is the first paper to bridge the gap between low-tech and high-tech solutions by evaluating the value creation potential of online communities for low-tech projects development and deployment. It also adds to the very few articles concerning low-tech sectors and opens the conversation on omnichannel social structures. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572735 With the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022
Titre : With the explosion of Green Washing, do consumers still believe in Green Marketing? Type de document : Mémoire Auteurs : Aude HOVASSE, Auteur Année de publication : 2022 Importance : 25 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 ; PUBLICITE ; IMAGE DE MARQUE ; CLIENT ; CONFIANCERésumé : Over the last few decades, environmental degradation has become one of the major issues in our societies (Damert & Baumgartner, 2018) and that is why the trend of ‘Green Marketing’ has been expanded (Chen & Huang, 2019). Kotler and Keller (2012) argued that the starting point of a business is not the company, but the market. Also, to remain competitive, a company has to adapt its vision and mission to match what consumers need and want. As consumers’ behavior has changed toward green products since the 1970s (Alwitt & Pitts, 1996), it has forced firms to adopt Green Marketing strategies. However, Green Marketing is only in its beginning and has not completely explored its full capacity (Vinayagamoorthy & Sakila, 2013). The idea of Green Marketing was founded in 1980 after the first workshop on ‘Ecological Marketing’ in 1975. The American Marketing Association (AMA) defined Green Marketing as ‘the marketing of products that are presumed to be environmentally safe’. Thus, it incorporates various activities such as production process, change of packaging, and product modification of marketing communications (Murthy, 2010); enabling ethical decisions within a business. Indeed, not only does Green Marketing change and improve existing marketing strategies, but it also tries to call them into question and give a significantly different perspective. It links corporate ethics and firm performance. In fact, it can transform potential growth opportunities into concrete business performance. The growth of Green Marketing strategies has several explanations: firms see it as a tool to reach their objectives (Shearer, 1990), firms have a moral commitment to become responsible (Davis, 1992), governments oblige firms to be more responsible, and competitors put pressure on each other to be more responsible (National Association of Attorneys-General [NAAG], 1990). As proof, the global skincare market was evaluated at US$ 11,820 million in 2021 and is expected to reach US$ 14,850 million in 2028. This proves that consumers let their consumption talk about their worries about the environment. Moreover, green consumers are seen as ‘lead users’ (Lemke & Luzio, 2014). Since lead users exceed current consuming trends and do not have the same needs as current consumers, companies have to meet these needs. As lead users will become mainstream with time (Lewandowska et al., 2017), it is necessary for firms to be aware of lead users’ needs and already try to respond to them. However, Green Marketing is often jeopardized because many firms claim false information about their products and services (Tinne, 2013). Indeed, in the 1990s, a study in the Journal of Public Policy and Marketing proved that 58% of environmental endorsements had at least one ambiguous affirmation. Derived from the term ‘White Washing’, this practice is called ‘Green Washing’.The following analysis examines if the explosion of Green Washing has put an end to the belief in Green Marketing. The literature review will present first the concept of Green Washing, then it will analyze its two main consequences, namely consumers’ misunderstanding and skepticism, which strongly affect the belief in Green Marketing. Finally, the empirical study will examine if consumers still believe in Green Marketing despite the profusion of Green Washing. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572753 Les bijoux en Or : les dessous de l’éclat / Farah MAHBOUB / 2021PermalinkBringing ecology to theatre production: challenges and possibilities / Mariia LOBANOVA / 2021PermalinkCan the ESG criteria help the EU companies go through the Covid-19 crisis? / Mathilde ZUSSINO / 2021PermalinkComment attirer des clients qui ont des valeurs éthiques pour l’achat de prêt-à-porter vers des marketplaces ? / Julie PELLERIN / 2021PermalinkLes communs : une solution d'avenir ? Evolution politique d'un concept disruptif / Pierre-Antoine GEOFFROY / 2021PermalinkCSR strategies in the book publishing industry: a case study of Chelsea Green Publishing / Stella GOUES / 2021PermalinkLe développement des shampoings solides / Laure MAGRI / 2021PermalinkEnjeux climatiques et écologiques : entre initiatives individuelles et décisions politiques / Pauline MARCHET / 2021PermalinkEtude de la relocalisation comme outil au service de la rentabilité et du développement durable / Aymeric PERRIER / 2021PermalinkGestion vertueuse des déchets: un impact social et économique positif / Anaïs BLOT / 2021PermalinkÀ l’heure où les consciences écologiques s’éveillent, quelles sont les solutions d’emballages écoresponsables mises en place par les entreprises de l’industrie cosmétique afin de réduire leur impact environnemental ? / Elisa LECAT / 2021PermalinkHow Second Hand Fashion has changed the Traditional clothing industry? / Lucas PERSON / 2021PermalinkHow the rise of startups have shaken up the codes of the food industry and how are we going back to a more traditional way of consumption? / Mathilde LEGAUT / 2021PermalinkHow to build a music social ecology, based on user participation and emotional marketing / Shumin HOU / 2021PermalinkHow will the green trend impact the marketing of cosmetics brand? / Mélanie PASQUINA / 2021PermalinkImpact of green marketing in agribusiness and consequences on its customers in France / Clara SAVY / 2021PermalinkL’influence de la Big Data sur la qualité de vie des habitants dans les Smart Cities / Jennifer VALLIN / 2021PermalinkLe monde sans fin / Jean-Marc JANCOVICI / Paris : DARGAUD (2021)PermalinkOù suis-je ? / Bruno LATOUR / LA DÉCOUVERTE (2021)PermalinkProfitable solutions to reduce the environmental impact of packaging in the French food industry / Soizic KERLEGUER / 2021Permalink
LIBRARY - Campus Rouen
NEOMA Business School
pmb
-
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