Search results for " MARKETING"
showing 10 items of 1527 documents
Jaws Vs. Blue ocean » : créer un « océan bleu » pour contrer la « crise requin » à l’île de La Réunion
2021
International audience; Cet article mobilise un cadre d’analyse fondé sur la théorie des ressources et compétences et la notion d’innovation stratégique. L’innovation est présente dans la littérature portant sur le management touristique, mais elle apparait très rarement sous l’aspect de l’innovation stratégique (Hjalager, 2010) et n’est pas mobilisée dans un contexte de management de crise. Nous nous fondons sur la théorie des ressources pour proposer l’application d’une optique d’exploration et d’innovation stratégique en tant que réponse à une situation de crise dans le secteur touristique. L’analyse repose sur la technique de l’étude de cas (Stake, 1994) au travers d’interviews et de l’…
Brand image transfer from team to sponsor: how effective is it to sponsor a football team with little success
2019
We propose to explore the influence of success in sports on the effect of image transfer in sponsorship. We analysed three football teams based on their historical ranking. The image transfer does not occur with the less successful team. We conclude that sports sponsors need to reconsider their strategic options to align them with their company goals and to promote a return on investment. An ideal strategy to enhance the brand image would be to sponsor more successful sports teams because it has been shown that those teams that have more victories get greater exposure and therefore the ROI for sponsors increase.
Sticking with your university: the importance of satisfaction, trust, image, and shared values
2016
In a context of increasing competition and financial difficulties for higher education institutions, alumni loyalty is a key factor for survival and success. This study tests a model derived from a relationship marketing perspective to investigate the roles of four variables (brand image, trust, satisfaction, and shared values) in the direct and indirect explanation of alumni loyalty. Based on a literature review, a theoretical model is proposed and tested through structural equations modeling for a sample of 1000 university alumni. The results reveal three direct antecedents of alumni loyalty (satisfaction, shared values, and trust) and one indirect antecedent (university brand image). In …
Compared Activity-Based Costing Case Studies in the Information System Departments of two Groups in France:A Strategic Management Accounting Approach
2010
International audience; This paper analyses the strategic management accounting concept with an instrumental point of view. We try to show in what extend the ABC developments could be included in a strategic approach of the management accounting and to test if the ABC is a relevant tool to drive the strategy. The first part synthesizes the strategic management accounting developments, which try to improve the Activity-Based Costing method. In the first part, we describe them using the Strategic Management Accounting stream, with a link with cost management and ABC. The second part exposes a taxonomy of the reasons why using the ABC method. In a third part, we confront our developments to th…
An agency approach to debt maturity of unlisted and listed firms in the European setting
2019
Abstract This study analyses the debt maturity of two groups of companies – unlisted and listed – throughout the period 2005–2013. The research takes an agency costs approach to explore the determinants of firms' debt maturity structure for a set of five countries, chosen for being representative of the European Union (France, Germany, Italy, Spain and the United Kingdom). Agency costs, as well as institutional and macroeconomic factors, turn out to be decisive in explaining firms’ financial policies regarding debt maturity, during the economic crisis that started in 2007–2008. Our findings indicate that contracting costs had a greater impact on unlisted firms during the post-crisis subperi…
The impact of value co-creation on hotel brand equity and customer satisfaction
2019
Abstract Value co-creation with customers has emerged as a relevant topic at both academic and managerial level. Considering the positive outcomes derived from value co-creation, firms should learn how to properly manage this process which requires active customer involvement and this paper demonstrates that the level of customer participation (CP) depends to a large extent on their perception of how the hotel favours the process of value co-creation (CcV). Our model also proves the customer perception of the hotel's process of value co-creation has a positive impact on the hotel's brand equity (BE) whereas customer participation positively affects the customer's perceived value (PV). Addit…
“They’re a little bit squeezed in the middle”: Strategic challenges for innovation in US Metropolitan newspaper organisations
2019
This paper focuses on media innovation among publishers of metropolitan newspapers in the United States, in cities such as San Diego, Boston, Miami, Philadelphia and Dallas. The situation for metropolitan newspapers is difficult, as they fall between national newspapers, which can aim for extending their reach both nationally and globally, and local newspapers, which have a smaller cost structure and can cater to a more limited, and often more engaged, audience community. Our paper demonstrates that there seems to be great awareness of what can be done by US metropolitan newspapers, but managers are struggling with constraints, such as lack of financial and human resources and general organ…
The double-edge sword effect of interorganizational trust on involvement in interorganizational networks: The mediator role of affective commitment
2020
Abstract Some organizations collaborate with other partner organizations to reach common goals, establishing interorganizational networks. The governance of the network is often enacted by an interorganizational governing team composed of the directors or top managers of the partner firms. This team plans, manages, and supervises the advancement of the network’s common goals. The success of the network depends, to a large extent, on the involvement of the members of the governing team. In this study, we tested a multilevel model of the antecedents of the involvement of governing team members in the management activities of interorganizational networks. We examined whether the relationship b…
A Review of Born globals
2018
AbstractThis article synthesizes and categorizes twenty years of research on “International New Ventures” and “Born Globals” (INV/BG). A total of 7,793 citations are used to create a citation map consisting of the field’s top contributions. These citations are, then, used to identify the most influential articles—276 articles published in 45 ISI ranked journals. We employ bibliometric co-citation analysis to distinguish six distinct research streams including “International intensity and Global diversity,” “Market Orientation,” “Entrepreneurial Perspectives,” “Capabilities,” “Networks and Social Capital,” and finally, “Strategic Choices and Environmental factors.” Based on our findings, we …
Enhancing organisational commitment through task significance: the moderating role of openness to experience
2020
International audience; Researchers have extensively explored the factors influencing employees’ organisational commitment. However, few studies make an explicit distinction between different commitment types when exploring its determinants, and the scholarly attention to individual differences is also limited. In this paper, we confirm that developing managerial interventions to enhance task significance can be useful to promote organisational commitment, but this relationship is contingent on the commitment type and the employees’ openness to experience. We focus on two forms of organisational commitment: affective and continuance commitment. Our study shows that task significance is a be…