Search results for " marketing"
showing 10 items of 1527 documents
Naming organic wines in French and German A Frame Semantics analysis
2019
International audience; [Context]Naming a product is giving it an identity (Lobin, 2016); when it comes to wines it is offering them, the possibility to be easily discriminated and to catch the clients’ attention. This contribution aims at analyzing the naming of organic wines in two countries: France and Germany. If naming generic wines has already been investigated especially from a lexical point of view (Herling, 2015), wine names from the organic wine industry have for the time being been left aside. In the meantime, previous studies based on authentic materials have underlined, since Lehrer, 1975, some specificities in the wine language like resorting to prototypes (Gautier & Bach, 201…
Analysis of Socio-Spatial Differences in Germany for the Definition of Online Milieus
2017
This research paper is part of a research project that analyses the influence of socioeconomic variables on the usage of online social networks to provide quality ensured social media supported business transactions. The research in this paper contains the analysing of the online milieu groups from the Responsibility-Driven Individuals and the Digital Vanguards, which were defined 2012 as milieu groups for online users in Germany. Both target groups are part of the in Germany well-established approach of lifeworlds and milieus for the differentiation of groups in the society. With such a distinguishing of customer groups, the communication with agents in social media communication will be m…
Taille critique et stratégie du distributeur - Analyse théorique et implications managériales
1998
International audience; La notion de taille critique a été généralement invoquée par les distributeurs pour justifier les opérations de croissance externe qui demeurent unepratique stratégique importante dans ce secteur. Cet article propose une revue des arguments qui supportent et contredisent l’existence d’une taillecritique pouvant guider les décisions stratégiques des distributeurs, et envisage les implications managériales de la remise en cause de cette notion.
La relation client sur Internet : les banques mettent leurs clients au travail
2009
Le client, sur Internet, est amene a prendre une place de plus en plus importante dans le processus de servuction. A ce titre, il devient coproducteur et remplace meme, dans de nombreux cas, les salaries des entreprises. Le secteur bancaire a largement participe a cette externalisation de certains services vers ses clients. Nous etudierons ce phenomene et ses consequences pour la gestion de la relation client.
El origen doméstico de los productos como ventaja competitiva : la etnocentricidad del consumidor
2005
Su estudian los conceptos de macromarketing y marketing de orientación social y su aplicación en una estrategia de diferenciación por producción local, por contribuir al bienestar social. Se revisa la literatura relacionada con el etnocentrismo y el efecto país de origen, las preferencias de producto doméstico vs foráneo, el concepto de etnocentricidad del consumidor (creencias sobre lo adecuado de comprar productos importados) y su red de relaciones e influencias, y la influencia de la publicidad en la actitud hacia los productos domésticos/foráneos. Los resultados de la investigación empírica y la contrastación de hipótesis permiten extraer las siguientes conclusiones:A.- La etnocentricid…
Technical and commercial communication methods used in semi-finished industrial goods market in South East European markets
2019
South East European industrial markets are crossing a period of strong development. This progress is also strongly felt by industrial suppliers, including semi-finished non-ferrous metal products traders. Industrial marketing presents a lot of features which differs from the consumers marketing. Analyzing these markets one can observe an increased communication between sales teams and buying centers. This communication has two major line: technical and commercial. Buying teams, which include very often engineers, need special, detailed and customized technical information related to products, delivery and payment conditions etc. The clarity and efficiency of this communication is one of the…
The genre repertoires of Norwegian beauty and lifestyle influencers on YouTube
2021
Abstract YouTube represents an increasingly popular cultural phenomenon in the contemporary Norwegian media landscape. Since the inception of the digital video platform over 15 years ago, personal videoblogging has emerged as one of its dominant types of user-generated content. In this article, I draw from New Rhetoric genre theory and netnographic approaches to explore the beauty and lifestyle sphere on YouTube, in which several emergent genres are situated within a new media ecosystem. Through a qualitative content analysis of seven established Norwegian YouTube channels, a total of 17 individual genres were identified. Furthermore, I elaborate upon how informational, instructional, and c…
Competition Logics during Digital Platform Evolution
2018
How are platforms built and how do they evolve? This is a salient question in digital ecosystems, where the competition has moved from traditional one-sided business logics to multi-sided platforms. In this paper, we explore how a digital platform evolves when the organization of the multilayered platform architecture, and related control points, is modified through competitive moves. We also examine how a firm may be able to manage the increased complexity of the platform. We show that when technical and strategic bottlenecks are solved, the platform owner can expand control to strategically important layers of the platform stack. The findings indicate that the complexity of the platform i…
Sport entrepreneurs’ performance in business
2020
Entrepreneurial orientation (EO) is one of the performance measurements in the research on sport entrepreneurship. Another measure of performance studied is coopetition (simultaneous collaboration ...
Market research of an articular analysis instrument: a practical case
2019
El proceso de lanzamiento de nuevos productos debe estar basa- do en datos del mercado que permitan realizar una estrategia de entrada y comunicación que permita minimizar al máximo la incertidumbre. El ob- jetivo del trabajo fue realizar una investigación de mercados para establecer una estrategia de ventas y comunicación adecuada para un instrumento de análisis del tobillo. Para ello se administró un cuestionario a 138 depor- tistas y 130 fisioterapeutas. Los resultados sugieren realizar una estrategia de comunicación centrada en un modelo push y una estrategia de ventas concentrada, sin necesidad de segmentación por disponibilidad de pago por el producto o edad. Por lo que podemos conclu…