An Experimental Test of Brand Insulation Against Competitor Attacks: Effects of Consumer Heterogeneity and Residual Desire

D. DelVecchio, T. B. HEATH

Psychology and Marketing

octobre 2008, vol. 25, pp.944-960

Départements : Marketing

An Interpretive Examination of the Development of Cultural Sensitivity in International Business

J. Shapiro, J. Ozanne, B. SAATCIOGLU

Journal of International Business Studies

janvier 2008, vol. 39, n°1, pp.71-87

Départements : Marketing

pas sous affiliation hecAbstract: Cultural sensitivity is assumed to be important in international business, yet little empirical work explores how cultural sensitivity actually develops. In-depth interviews with buyers from the Asian Pacific Rim were conducted, and support was found for a four-stage model of cross-cultural sensitivity in which buyers move through the stages of romantic sojourner, foreign worker, skilled worker, and partner. This paper explores the development and evolution of cultural sensitivity as it interacts with trust and development of international business relationships.

Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes

M. Fourquet-Courbet, D. Courbet, M. VANHUELE

Empirical Studies of the Arts

janvier 2008, vol. 26, n°1, pp.5-13

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Créativité, Publicité, Création publicitaire

An interpretive analysis of qualitative interviews with 33 creators of advertising banners for the Internet, combined with retrospective protocols on the creation process, reveals that they hold implicit theories about the potential impact of their work on different audiences. These audiences intervene in the form of intraindividual imaginary dialogue partners who, throughout the creative process, give their reactions to the message being created. Creation and evaluation are therefore intertwined and not, as the literature on creativity has suggested, two sequential steps of the creative process

Decision Making and Brand Choice by Older Consumers

G. LAURENT, E. Peters, M. Norton, E. Mullet, C. Cole, A. Gutchess, J. Ebert, A. Drolet, R. Lambert-Pandraud

Marketing Letters

décembre 2008, vol. 19, n°3/4, pp.355-365

Départements : Marketing

Older adults constitute a rapidly growing demographic segment, but stereotypes persist about their consumer behavior. Thus, a more considered understanding of age-associated changes in decision making and choices is required. Our underlying theoretical model suggests that age-associated changes in cognition, affect, and goals interact to differentiate older consumers' decision-making processes, brand choices, and habits from those of younger adults. We first review literature on stereotypes about the elderly and then turn to an analysis of age differences in the inputs (cognition, affect, and goals) and outputs (decisions, brand choices, and habits) of the choice process. Keywords: older consumers, decision making, choice

Du sens du client au marketing de la permission et du désir


Revue Banque

1er juin 2008

Départements : Marketing

Dans un contexte dominé par l'émergence des nouvelles technologies de l'information et de la communication, un marketing du désir et de la permission doit voir le jour pour faire face à la mutation du comportement du consommateur.

Estimating Multiple Ideal Points from Context Dependent Survey Data

W. Desarbo, S. ATALAY, D. LeBaron, S. Blanchard

Journal of Consumer Research

juin 2008, vol. 35, n°1, pp.142-153

Départements : Marketing

Previous research in marketing and consumer research has shown that consumers/ households often possess multiple ideal points in a given product/service category. In such cases, traditional segmentation and positioning models that estimate a single ideal point per individual/segment may render an inaccurate portrayal of the true underlying utility functions of such consumers/segments and the resulting market structure. We propose a new clusterwise multiple-ideal-point spatial methodology that estimates multiple ideal points at the market segment level while simultaneously determining the market segments' composition of consumers, as well as the corresponding joint space

How Personal Are Consumer Brand Evaluations? Disentangling the Role of Personal and Extrapersonal Associations in Consumer Judgments

D. Luna, S. CZELLAR, A. Schwob, B. Voyer

Advances in Consumer Research

2008, vol. 35, pp.997

Départements : Marketing

Research in social psychology suggests that consumers may rely on both personal and extrapersonal associations when making memory-based judgments. Building on recent advances in implicit attitude measurement, we identify factors determining whether consumers are more likely to rely on personal or extra-personal associations when making brand judgments. In a first study, we show that consumer expertise affects the role of personal vs. extrapersonal associations in brand evaluations. Specifically, we show that novices' brand evaluations are predominantly based on extrapersonal associations while experts' brand evaluations are mostly based on personal associations. Implications of these results are discussed and details on our further experiments are provided.

How to Sell Services MORE Profitably

R. Werner, W. ULAGA

Harvard Business Review

mai 2008, vol. 86, n°5, pp.90-96

Départements : Marketing

When products become commodities, manufacturing companies may seek to differentiate themselves with value-added services—a potentially profitable strategy. Unfortunately, companies often stumble in the effort. Reinartz and Ulaga conducted in-depth studies of 18 leading companies in a broad variety of product markets to learn what distinguished the successes from the rest. They discovered four steps to developing a profitable services capability.Recognize that you already have a service company. You can identify and charge for simple services—as Merck did when it stopped quietly absorbing shipping costs. Switching services from free to fee clarifies their value for managers as well as for customers.Industrialize the back office. To prevent delivery costs from eating up service-offering margins, build flexible service platforms, closely monitor process costs, and exploit new technologies that enable process innovations. The Swedish bearings manufacturer SKF provided off-site access to an online monitoring tool that could warn of potential failure in customers’ machines.Create a service-savvy sales force. Services require longer sales cycles and, often, decisions from high up in a customer’s hierarchy; what’s more, product salespeople may be inimical to change. Schneider-Electric did a major overhaul of its sales organization and trained its people to switch from cost-plus pricing to value-based pricing.Focus on customers’ processes and the opportunities they afford for new service offerings. You may need to acquire new capabilities to take advantage of those opportunities: The industrial coatings specialist PPG had to learn how painting robots function after it offered to take over Fiat’s Torino paint shop.Services can both lock in customers and help acquire new accounts. They should be developed with care and attention.

Is the Internet a New Eldorado for Counterfeits?

B. KOCHER, V. Chauvet, B. Ivens, B. Müller

Advances in Consumer Research

2008, vol. 35

Départements : Marketing

Les stratégies de "L'océan bleu" permettront-elles de retrouver les voies de la croissance ?

M. BADOC, M. Beauvois-Coladon

Revue Banque

novembre 2008

Départements : Marketing