Sustainable Food Consumption Practices: How Marketing can Contribute to Institutional Change

International audience; Over the past 20 years, health and environmental issues have led to the reshaping of a more sustainable or resilient agriculture and to increased sales of organic and local products. However, organic food accounts for only $4 billion in Canada, barely 2 to 3% of total annual food consumption, and direct-to-consumer markets represent only 3% of Quebecers' food consumption. As sustainable consumption patterns became more prevalent, the food retail landscape had to adapt and has dramatically changed. Thus, Walmart is the largest retailer of organic products in Canada. Some other retail giants have bought chains of health food stores. In the meantime, direct-to-consumer …

Comment les DNVB réinventent la proximité dans le commerce de détail

Sustainable Food Consumption Practices: How Marketing can Contribute to Institutional Change: An Abstract

Over the past 20 years, health and environmental issues have led to the reshaping of a more sustainable or resilient agriculture and to increased sales of organic and local products. However, organic food accounts for only $4 billion in Canada, barely 3% of total annual food consumption, and direct-to-consumer markets represent only 3% of Quebecers’ food consumption (Mundler and Laughrea 2015).

Customer data collection infrastructure and Customer Experience Management:The SAQ Case Study

Channel integration makes Customer Experience Management more complex and requires from retailers a regeneration of their value proposition. A longitudinal case study reveal a hierarchical sequence of operant resource triad: cultural mindsets, strategic directions for designing value propositions, and a dynamic system of capabilities for continually renewing customer experiences. The implementation of a customer data collection infrastructure, the adoption of an iterative and sequential innovation process, and the mobilization of cross-functional and multidisciplinary project teams, will help develop the firm’s dynamic system of capabilities.

La face cachée de la co-création de valeur : l’exemple de l’architecture commerciale française

L’innovation requiert une activité en réseau pour laquelle différents acteurs doivent s’associer. La conduite d’une enquête ethnographique au sein de l’architecture commerciale française souligne l’ambivalence du processus de coproduction. L’analyse identifie des sources de co-création et co-destruction, liées aux motivations des acteurs et à leurs interactions, et rend compte de leurs conséquences. Les détaillants sont invités à se (re)positionner comme des chefs de projet, garants de l’assignation des rôles et de l’arbitrage entre les fonctions créatives et techniques. Le développement de nouvelles plateformes de communication, susceptibles de pallier les biais d’interprétation entre acte…

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…

Le rôle-clé du système d’informations clients dans le processus de gestion de l’expérience omnicanal

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…

The Dark Side of Value Co-Creation: The Example of French Commercial Architecture

Innovation is a network activity where different actors collaborate. An ethnographic survey of the French commercial architecture industry highlights the ambivalence of this co-production process. The results identify the sources of co-creation and co-destruction related both to the motivations of the actors and their interactions and examines their consequences. Retailers are encouraged to reposition themselves as project leaders, responsible for both assigning roles and mediating between the creative and technical functions. The development of new communication platforms to overcome interpretive biases between the diverse set of actors is also recommended.

How store design contributes to the evolution of retail brand positioning : a longitudinal case study

One of the innovative ways favoured by retailers to drive change in their value proposition is to review the design of their stores. Academic contributions to the in-store experience have mostly focused on consumer perspective and identifying relevant managerial practices. The core of this research studies how repositioning a retail brand translates into the experiential design of retail spaces. To this end, the research follows the repositioning process from a managerial perspective and updates the mechanisms that underlie it. The longitudinal study of embedded cases reveals the importance of an holistic design that takes into account the desired interactions between the shopper and the st…

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’…

L’aventure entrepreneuriale Les Bouchons

International audience