0000000000939259
AUTHOR
Leila El Kamel
Internet of things: an exploratory study of the co-creation of value
Internet Of Things (IoT) provides consumers a continuous access to real-time notifications and data. Using the « Service-Dominant Logic Theory » framework (Vargo and Lusch, 2004), this paper aims to compare brands value propositions and consumer perceptions regarding bracelets and smart watches. Data analysis is based on two sets of data collections: the first concerns the content of eight manufacturers websites; the second comes from a non-participant observation of consumer opinions about connected devices (netnography). Results show a typology of gains and pains, significant interactions between the different value components and consumers’ compensation phenomena. Furthermore, discrepanc…
Consumer Acceptance Determinants of Internet of Things : A New Perspective
International audience; Despite the rising popularity of Internet of Things (IoT), consumer acceptance continues to grow at a slow pace. For example, adoption of health and fitness wearables is still relatively low and about a half of consumers abandon their wearables within the first six months. This pattern means that firms engaged in IoT industry can not recover their development and marketing costs. Recent research offer a fragmented view of the determinants of IoT consumer acceptance and focus mainly on functional attributes.This paper aims to provide a new perspective. Drawing on the service-dominant logic, the perceived value conceptualization and the customer experience approach, ou…
Société des Alcools du Québec : la gestion d’une nouvelle expérience client inspirée et inspirante
International audience; Objectifs du cas et utilisation : Cette étude de cas s’adresse à des étudiants de premier cycle universitaire ou des professionnels en formation continue. Il s’intègre en tant que cas de synthèse ou cas fil rouge à des cours sur le marketing du commerce de détail, la gestion de l’expérience client, la communication et gestion de la relation client. Elle aborde les enjeux contemporains du commerce de détail, la gestion des mégadonnées, l’initiation aux outils de la méthode « Value Proposition Design » (Osterwalder et al., 2015), inspirée de la pensée Design (« Design Thinking ») ainsi que les concepts de marketing individualisé et marketing communautaire associés à l’…