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International audience; Recherche et Applications en Marketing was created in 1986 and quickly became a benchmark academic journal among the francophone community. While it is now facing a decisive period during which the sustainability of its existence requires broadening its readership to the international sphere, being published in English is necessary but not sufficient to stand out in a landscape that already has many general journals. The need to find an axis of differentiation while respecting the dominant scientific formalism can lead to favouring, in a given context, the most relevant and precise definition (and therefore the most valid measure) of the fundamental constructs that structure a field of research.

International audience; The objective of this article is to examine the relevant dimensions of distance for foreign market entry mode choice. Based on a sample of 203 interfirm linkages formed by French multinationals with partners across the world, we analyze the impact of four dimensions of distance on the choice between cooperative alliances and mergers-acquisitions. The findings indicate that administrative and economic distance have a significant influence on market entry mode choice, whereas the impact of cultural and geographic distance is not significant. They further highlight the important role of the host country's government effectiveness for market entry mode decisions.

La culture nationale « ou distance culturelle » a fait l’objet de plusieurs recherches dans le champ du management international (MI). Afin de mesurer la distance culturelle, ces recherches ont largement mobilisé le cadre culturel de Hofstede. Cet article évalue et compare les différents cadres culturels les plus importants en MI. S’appuyant sur un échantillon d’opérations de rapprochement menées par des entreprises françaises à l’étranger, l’étude révèle des résultats différents selon le cadre culturel mobilisé. Si les cadres culturels de Schwartz et de Globe, tout comme le cadre révisé de Hofstede, semblent influencer le choix du mode d’entrée, aucune incidence ne résulte du cadre culturel initial de Hofstede., National culture «or cultural distance» has been the subject of several studies in the field of International Business (IB). To measure cultural distance this research has mainly used Hofstede’s cultural framework. This article assesses and compares the most important cultural frameworks in IB. Based on a sample of interfirm linkages carried out by French companies with partners across the world the study shows different results according to the cultural framework used. While the Schwartz and Globe frameworks as well as the revised Hofstede’s framework seem to affect the entry mode choice, the Hofstede’s initial framework does not show any significant results., La cultura nacional « o distancia cultural » es objeto de varias investigaciones en el campo de la gestión internacional (GI). Con el fin de medir la distancia cultural, dichas investigaciones han movilizado ampliamente el marco cultural de Hofstede. Este artículo evalúa y compara los diferentes marcos culturales más importantes en GI. Apoyándose sobre una muestra de operaciones de acercamiento llevadas a cabo por empresas francesas en el extranjero, dicho estudio revela resultados diferentes según el marco cultural movilizado. Si los marcos culturales de Schwartz y de Globe, así como el marco revisado de Hofstede, parecen influenciar la escogencia del modo de entrada, ninguna incidencia resulta del marco cultural inicial de Hofstede.

The banking sector plays an important role in the UK economy as a whole, and investors are increasingly concerned about the ability of UK-based banks to withstand the consequences of major uncertainty such as the Brexit. This paper investigates the UK financial system resilience using networks of relationships related to the Credit Default Swap market. We propose a detailed descriptive analysis of the topology of the networks, and characterize the nature of relationships between financial institutions. We compare our results with theoretical network configurations (small-worlds, preferential attachments, etc.) to reveal the connection dynamics of the networks we identify. We then develop a panel analysis including variables of centrality and influence of banks in their networks. We identify prominent banks and groups of banks that could disrupt the system. Our results help identify priority areas of action by regulators and risk managers.

Warm or cold, wet or dry, weather impacts almost every industry as 70% of businesses are exposed to unexpected variations that influence demand for goods and services. The financial losses caused by adverse weather that did not seem material enough to have an impact or to require being managed a decade ago, may now do so as the frequency and severity of abnormal weather have dramatically increased. A surge in investigating the contribution of weather to financial distress is also prompted by more reliable weather data, and the development of new risk mitigation tools. Drawing upon the UK's retail sectors for empirical evidence, this paper provides a methodology to determine the contribution of weather to sales and to structure financial products to reduce the consequences of adverse weather on expected cash-flows. Our results open new research opportunities for weather to be considered as an additional cause of business failure.

Franchisees are often small business owners whose sales, profitability, and financial equilibrium in the first years of operation are increasingly being impacted by weather variability. The literature has analysed the effectiveness of various guarantees offered by franchisors in franchise agreements, but the case of hedging the local weather risk to which each franchisee is exposed has never been addressed. Using Design Science, we show that franchisors operating in one of the activities which are among the 70% of activity sectors exposed to weather risks, can support the setup of franchises, measure their weather risk and incorporate financial protections against the consequences of adverse weather in the franchise agreement. By doing this they can reduce the risk of financial distress, provide an innovative service, and reinforce the quality of the relationship with their franchisees.

ResumeNee en 1986, Recherche et Applications en Marketing est rapidement devenue une revue academique de reference dans la communaute francophone. A un moment charniere ou la perennite de sa reconn...

International audience; This research examines for the first time the relationship between Big data and Smart data among French automotive distributors. Many low-tech firms engage in these data policies to improve their decisions and performance through the predictive capacities of their data. A discussion emerges in the literature according to which an effective policy lies in the conversion of a mass of raw data into so-called intelligent data. In order to understand better this digital transition, we question the transformation of data policies practiced in low-tech firms through the founding model of 3Vs (Volume, Variety and Velocity of data). First of all, this empirical study of 112 French automotive distributors develops the existing literature by 2 proposing an original and detailed typology of the data policies practiced (Low data, Big data and Smart data). Secondly, after specifying the elements of the differences between the quantitative nature of Big data and the qualitative nature of Smart data, our results reveal and analyse for the first time the existence of their synergistic relationship. Companies transform their Big data approach into Smart data when they move from massive exploitation to intelligent exploitation of their data. The phenomenon is part of a high-end loop data exploitation. Initially, the exploitation of intelligent data can only be done by extracting a sample from a large raw data pool previously made by a Big data policy. Secondly, the organization's raw data pool is in turn enriched by the repayment of contributions made by the Smart data approach. Thus, this study develops three important ways. First off, we identify, detail and compare the current data policies of a traditional industry. Secondly, we reveal and explain the evolution of digital practices within organizations that now combine both quantitative and qualitative data exploitation. Finally, our results guide decision-makers towards the synergistic and the legitimate association of different forms of data management for better performance.; Nombreuses sont les firmes qui désormais s’engagent dans des politiques Big data ou Smart data afin d’améliorer leurs décisions. Malgré leur popularité, peu de connaissances sont à ce jour proposées concernant la nature de ces deux démarches que l’on oppose souvent en raison de leurs différents degrés de finesse d’exploitation des données. Notre étude quantitative auprès de 112 PME de la distribution automobile décrit puis explique leur différenciation et leur complémentarité vertueuse.

International audience

Purpose Buoyed by the desire to reduce carbon dioxide emissions and develop sustainable urban transportation, the dockless bike-sharing industry boomed in China during 2017–2018. To the surprise of the stakeholders, this industry dramatically ebbed in 2019. The dockless bike-sharing system deviated from a problem-solver to a troublemaker in a very short period. The oversupplied and excessively discarded shared bikes caused a big waste of resources and serious pollution to the environment. In this paper, the decision-making of the key players of the industry, i.e. business operators, investors, customers and government, is analyzed through the lens of the cognitive bias. This paper aims to illuminate the process of how this innovative transport solution turned to a disastrous ending, which caused damage to urban environment and financial loss to investors. Design/methodology/approach In this study, a qualitative analysis based on the rich secondary data sources is conducted. A rich amount of qualitative data including news reports, government policies, consulting reports and companies’ annual reports etc. were collected. Findings The study shows, in the product introduction period, the government, business operators, investors and consumers fell into the cognitive bias. They over focused on the positive side such as high-tech, eco-friendly, convenient image of the dockless bike-sharing solution. Thereby, the key stakeholders made irrational decisions in product adoption and management. This study moves toward increasing key stakeholders’ awareness of the imperative to reduce these biases when promoting eco-innovations. This study also recommends a prudent attitude with a rational and comprehensive thinking style in dealing with eco-innovation and the emerging sharing economy. Originality/value To solve the cognitive biases, this study recommends that people use rational decision-making style to examine and adopt the dockless bike-sharing solutions. Practical recommendations to tackle the existing recycling crisis of the dockless bike-sharing industry are also discussed.

International audience; This study examines the interdependence of relational strategies and data management policies of SMEs during product innovation. The type of data management developed by a small firm to support its innovation efforts requires it to engage in competitive, vertical cooperative or coopetitive relationships. An empirical study of 109 leaders of French high-tech SMEs provides a descriptive and explanatory analysis of this question. This empirical study combines three theoretical dimensions: the characteristics of a Big Data policy, of an innovation product and of a relational strategy. We enrich the existing knowledge concerning the exploitation of data by SMEs by presenting a typology of their data strategies. We also find that Big data and Smart data policies are deployed by SMEs to support product innovation. Finally, we show that SMEs implement data management individually to support radical product innovation but will collaborate to support incremental product innovation. The nature of the data innovation guides the relational context of the SME. This study deepens the interdependence of data management and relational strategies among SMEs.

Consumers can use alternative methods to interact with or access a brand through their mobile devices. They can type a response using a touchscreen keyboard (touch interaction) or use voice response while holding a mobile device (combined voice and touch interaction). In this study, we look at the impact of these different types of interaction on personal engagement and the effect on brand trust as relevant concerns to managers in the digital, mediated context. Using a framework based on sensory marketing and Dual Coding Theory, we conducted 2 one-way between-subjects experiments with a two-level interface interaction considering a hedonic product (Experiment 1) and utilitarian product (Experiment 2). Findings confirm a three-way interaction such that the impact of privacy concern on the relationship between personal engagement and trust depends on the nature of the platform interaction; touch vs. combined touch and voice. We also find that adding voice to the platform interface has the counterintuitive effect of reducing engagement with that platform. All in all, our results provide novel insights into the role of touch and voice in the online context when it comes to consumers' decision-making.

La co-création, c’est-à-dire l’implication des clients dans les phases de création de nouveaux produits, est de plus en plus considérée comme une stratégie efficace pour améliorer le taux de réussite de nouveaux services. Cependant, de nombreuses entreprises demeurent réticentes à co-créer avec leurs clients. Dès lors une question se pose : pourquoi certaines entreprises sont-elles plus disposées à co-créer des services alors que d’autres le sont moins ? Les résultats d’une étude quantitative menée auprès de 175 prestataires de services indiquent que les principaux facteurs explicatifs de la prédisposition à co-créer sont les bénéfices-clients attendus par une entreprise. La perception de ces bénéfices-clients est essentiellement influencée par les facteurs relationnels tels que les outils collaboratifs et la confiance inter-organisationnelle.

International audience; Cette recherche porte sur le rôle de la mise en réseau des PME dans le déploiement d'actions liées à l'égalité professionnelle femmes-hommes. La réalisation d'une étude de cas exploratoire au sein d'un réseau territorial d'organisations (le CREPI Touraine) a permis de mettre en évidence tous les bienfaits à collaborer autour de l'égalité professionnelle femmes-hommes dans le cadre d'une GRH territoriale. Les résultats invitent à passer d'une vision instrumentale à une vision partenariat pour agir en faveur de cette thématique.

International audience; Le développement du numérique s'est accompagné, dans les industries culturelles, comme dans tous les autres secteurs, de transformations profondes. Le plus souvent, cette révolution est présentée comme celle des modes de consommation (dé-linéarisation et dématérialisation), des formes de monétisation (gratuité, abonnement) et des chaînes de valeur. Mais il s'agit aussi d'une révolution de l'organisation du secteur où les vecteurs des transformations ne se réduisent pas aux nouvelles plateformes de l'internet mais sont aussi des nouveaux intermédiaires techniques qui s'insèrent à tous les niveaux de la chaîne de valeur grâce à des investissements, des équipements et des compétences inédites dans le monde du cinéma qui s'opèrent aussi bien au niveau de la production, de la post-production ou de la distribution. L'article s'appuie sur plusieurs cas emblématiques au plan mondial (Weta Digital, DreamWorks, Ymagis, Bollywood et UFO Moviez) qui montrent comment les nouvelles formes d'intervention portées par la technologie remettent concrètement en cause les modes de fonctionnement profonds des filières culturelles tout autant que leurs contours.

International audience; Les conseillers virtuels se sont fortement démocratisés sur les sites marchands. Compte tenu des bénéfices qu’ils offrent aux entreprises pour améliorer la navigation et l’interaction avec le consommateur, chercheurs et praticiens s’accordent sur l’intérêt de les doter de caractéristiques anthropomorphiques. Cette recherche s’intéresse particulièrement à l’effet de la voix du conseiller virtuel. Bien qu’il existe quelques recherches en interaction homme-machine sur la question, il n’existe pas de travaux traitant le sujet d’un point de vue marketing et comparant l’effet d’une voix humaine vs une voix de synthèse. Les résultats montrent que les consommateurs qui ont interagi avec un conseiller virtuel doté d’une voix humaine éprouvent un sentiment de présence sociale plus fort que ceux interagissant avec un conseiller doté d’une voix de synthèse. La voix humaine permet également de susciter plus de confiance envers le conseiller virtuel et de générer de meilleures intentions comportementales.

Le succes enviable des GAFA (Google, Apple, Facebook, Amazon) a mis en lumiere le role majeur joue par la construction de modeles d'affaires innovants dans l’explication de la performance. Pourtant, apres l'un des ralentissements les plus importants de l'histoire de notre economie mondiale, les entrepreneurs craignent souvent que leur(s) modele(s) d'affaires n'arrivent pas a creer et/ou a capter suffisamment de valeur pour faire face a une situation d’intense competition. Il en resulte une de...

Le business model (BM) peut être considéré comme une narration que mobilisent les entrepreneurs pour donner vie à leur projet. Dans un contexte d’innovation, cette narration peut entrer en conflit avec le BM traditionnel de l’industrie. A partir d’une étude de cas longitudinale, nous analysons la manière dont une start-up modifie de manière successive la narration de son BM face aux réactions des acteurs établis. Nous mettons ainsi en évidence les rôles que peuvent jouer les narrations dans l’émergence d’un BM innovant : un rôle d’information qui permet de révéler les tensions concurrentielles ; un rôle de production à travers les réactions concurrentielles qu’elles peuvent susciter ; et un rôle d’intégration qui traduit l’apprentissage expérientiel des entrepreneurs. Business models (BM) can be considered as narratives used by entrepreneurs to bring their project to life. Within an innovation context, narratives may challenge the traditional BM of an industry. Drawing on a longitudinal case study, we analyzed the change in BM narratives processed by a start-up while facing incumbents’ reactions. We provide insights on the role of narratives to disclose competitive tensions; to influence the course of BM competition; and to enhance the experiential learning of entrepreneurs.

International audience; Building on a systematic review of the literature, we define and discuss why and how purchasing needs to be involved in the discontinuous innovation process. We argue that purchasing involvement in NPD should be considered mainly when the customer firm faces discontinuous innovation. Seeking to promote this emerging research agenda, we present three propositions to focus future studies and inspire practices: (a) technology sourcing and scanning out of the boundary of the supply base is an important stake to support discontinuous innovation as (b) to form an ambidextrous purchasing organization and (c) to develop absorptive capacity within purchasing function. The paper concludes by summarizing the conceptual implications of the paper, outlining some initial managerial recommendations.

International audience; The concept of identity is very important in consumer behavior. It is considered as a predictor of behaviors. With a digital sociocultural context, a new perspective emerges in the marketing literature: the digital identity. With a qualitative study, we find four dimensions to define the construct (the multiplication of Self, the expression of the Self, the virtual sociality, the virtual reputation). Then we generate items. After a content validity with four experts, we conducted a quantitative study. By combining a principal component analysis (with a sample of 468 respondents) and a confirmatory factor analysis (524 respondents), we tested our scale with structural equation methods. The four dimensions model reveals satisfactory psychometric properties.

Owners of brands that target children are aware of the influence of packaging. Recently, managers of brands addressed to young consumers had made important decisions about all aspects of their offering, including package design. To attract young consumers, they integrate innovation in their designs: vivid colors, funny, and playful aspects, distinctive package shape and spokes-character. They conceived a new type of packaging called ‘Toy-packaging’. This research aims at investigating the influence of this new packaging on children’s perception.

Purpose Many firms engage in co-opetitive projects during which they have simultaneously competitive and collaborative relationships with many rivals in a complex network. A co-opetitive network offers them access to a large volume of resources and knowledge, for example, to support new markets and/or territories. So, does the network grow with the scope of the co-opetition project? The paper aims to discuss this issue. Design/methodology/approach An empirical study of 106 French boating intermediate-sized enterprises (ETIs) and small and medium enterprises provides a descriptive and explanatory analysis of co-opetitive networks. Findings The results support this definition of a complex co-opetitive network only when the objectives of a firm are part of the geographical expansion of its activities. In contrast, these relations remain simple (dyadic) when a firm favours a strategy of diversifying its activities while maintaining its unique local geographical market. Research limitations/implications First, the work is based on a quantitative methodology, so is static. It would be interesting to analyze the process of the building of co-opetitive relationships and opportunism between rival firms, for example, through a qualitative study. Second, this work focusses on boating companies in France. It may be appropriate to consider the sanctions placed on the opportunism of foreign firms in co-opetition. Third, future work could increase understanding, not only of the nature of reprisals inflicted on individualistic co-opetitors, but also on the structure, objectives and results of these reprisals. Originality/value The study deepens our knowledge of the definition, composition and determinants of co-opetitive networks.

This article discusses the Moon Village concept within the context of the increasing momentum to return human beings to the surface of the Moon. The article follows a dual objective. Firstly, the Moon Village is probably the most misunderstood among the plethora of ideas to explore the Moon scientifically and commercially. The article is therefore intended to explore what the Moon Village actually is. Secondly, the article explores the strengths and weaknesses of the Moon Village. The article is divided into three sections. The first section reviews the current Moon projects of public and private space actors, including the United States, Russia, China, SpaceX and Blue Origin. It sets the scene for the argument that the Moon Village has entered global discourse on space within a positive political environment. The second section discusses the premises of ESA chief Jan Worner’s Moon Village concept, putting forward that the Moon Village is intended as an open concept rather than as a concrete plan. It is a process rather than a project and it is meant to initiate a global conversation on humanity’s future on the Moon. As such, the world cafe is an appropriate metaphor to illustrate the idea behind the Moon Village. In the third and final section a SWAT/PEST analysis is conducted to assess the feasibility of the Moon Village, highlighting that one of the major opportunities of the project is to promote international cooperation. The article concludes by supporting the institutionalist hypothesis that the Moon Village is arguably a translation of the ESA system to the global level, as participation is voluntary and as it builds on the strengths of each cooperation partner. As such, the Moon Village in indeed a new way of doing space on the global level.

Companies from mature economies have considerably developed their investments in emerging markets during the recent period (Hadjikhani et al. 2012; Mayrhofer 2013; UNCTAD 2014). These investments frequently take the form of international joint ventures (IJVs) signed with local partners. IJVs are defined as organizational entities managed jointly by two or more independent parents from different countries, who invest in a company’s capital to obtain strategic objectives (Shenkar and Zeira 1987). They can be created from scratch (greenfield IJVs) or through a partial acquisition of equity in an existing firm (Hennart et al. 1998; Hennart 2009). According to Meschi (2009), four main reasons explain the proliferation of international joint ventures: (1) achieving economies of scale and critical size; (2) learning and transferring competence and knowledge; (3) refocusing and restructuring a business portfolio; and (4) entering new risky markets. Despite their numerous advantages, joint ventures are often characterized by a high degree of instability (Park and Ungson 2001) and poor performance (Killing 1983; Geringer 1986). Empirical studies on IJV survival in emerging countries show that between 30% and 50% are sold off, bought out, or dissolved by the partners during the first five years of existence (Meschi 2005; Meschi and Riccio 2008; Prange and Mayrhofer 2014). Recent studies have been conducted in Hungary (Steensma et al. 2008), Brazil (Meschi and Riccio 2008), China (Duan and Juma 2007; Puck et al. 2009; Ott et al. 2014), and Russia (Prevot and Guallino 2012).

International audience; How do media industries innovate? And how can they compete with powerful new competitors from the information technology world? Innovation is usually linked with high-tech, and "creativity" is associated to media and content industries (MCIs), even if these industries rely on various technologies. The article focuses on the video game and cinema industries. It presents the contrasting specific forms of innovation from these two selected industries. Cultural public policies have always been designed mainly to support the production of creative content and generate social welfare instead of focusing on technological innovations. In the last decades, all these industries underwent significant transformations of their production processes, not to mention the transformation due to the introduction of computers within the firms. The findings raised by recent studies provide a fresh understanding of the nature of innovation, and its place in these industries that does not boil down to simply creating new content. Instead, economic dynamics have recently been opened in creative and cultural companies: a regular capacity for innovation is observable. The paper blends a general outlook that sets the scene of the transformations these industries have gone through with some selected case studies to highlight some innovative elements. The evolution of the development models and the changes brought by technology raise questions about how to (re)consider the role of public intervention in the cultural and creative industries (CCIs).

Purpose The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds. Design/methodology/approach A semiotic analysis of nearly 50 books published over the past 60 years. Findings These books reveal a broad diversity in the images of shops given to children (ranging from the traditional shop, a source of pleasure and creator of social ties, to the hypermarket/megastore, a symbol of stress and overconsumption) and the wealth of information that is given to children to help them assimilate the process of a shopping transaction. Originality/value The originality and richness of this research lies in its methodological approach. Indeed, it is perfectly aligned with a recent academic trend that calls on researchers to mobilise and compare new data collection tools to apprehend current and future consumer behaviour. Consequently this research is based on an immersion in children’s books that depict the world of commerce in one way or another.

As Web users are more and more concerned regarding how their personal data are used, how can firms reduce their concerns, reassure them and even incite them to divulge more personal data? In order to answer this question, a qualitative study has been conducted with 30 French Internet users. This study underlines seven context variables (i.e. usefulness and aim of the data request, vocabulary used, request tone, quantity of requested data, responses modes, opportunity of not being asked next time) that represent useful strategies that firms could use when they collect personal data in order to bypass this concern., Dans un contexte de méfiance des internautes vis-à-vis de l’utilisation qui peut être faite des informations personnelles qu’ils fournissent sur Internet, quelles stratégies les entreprises peuvent-elles mettre en place afin de contourner leurs craintes, de les rassurer voire de les inciter à divulguer davantage leurs données ? Afin d’apporter des éléments de réponse à cette question, une étude qualitative a été conduite auprès de trente internautes français. Elle permet de mettre à jour sept variables relatives au contexte de sollicitation (exposé de l’utilité et de la finalité de la demande, vocabulaire employé, tonalité de la sollicitation, quantité de données demandées, modalités de réponse proposées, possibilité offerte aux internautes de ne plus être sollicité ultérieurement) constituant autant de leviers d’action que les entreprises peuvent mobiliser dans leurs pratiques de collecte.

Les recherches actuelles permettent de caractériser le changement d’un business model mais n’en n’explicitent pas les leviers managériaux. Notre recherche prend appui sur le modèle 4C (Miller et Le Breton Miller, 2010) pour palier ce manque. A partir d’une étude empirique basée sur quatre entreprises du secteur de l’internet, nous dégageons les leviers de changement du business model que nous mettons en relation avec ses principaux enjeux d’évolution. L’attention portée à la mise en oeuvre du changement nous invite à proposer une vision incarnée du business model., Current business model research enables the specification of business model change but does not shed light on managerial levers of this change. Our research draws on the 4C model (Miller et Le Breton Miller, 2010) to fill this gap. We use an empirical study based on four businesses of the Internet sector to identify the relation between business model evolution types and their managerial levers. The stress on business model change implementation invites us to provide an embodied vision of the business model., La investigación actual caracteriza el cambio de los modelos de negocio pero no explicita los factores que permiten entenderlos. Nuestra investigación se apoya en el modelo 4C (Miller et Le Breton Miller, 2010), para compensar esa carencia. A partir de un estudio empírico basado en cuatro empresas del sector internet, ponemos de manifiesto los factores del cambio de los modelos de negocio y presentamos los principales retos que presentan su desarrollo. La atención que el artículo presta a la implementación de este cambio nos invita a proponer una visión del modelo de negocio más centrada en torno a la persona dentro de las organizaciones.

National audience; Dans cet article, nous proposons d’identifier les bénéfices et risques pour les entreprises de co-créer leur offre de service avec leurs clients Business-to-Business (B-to-B). Après un état de l’art sur les principaux fondements théoriques de ce concept dans ce contexte précis, nous menons une étude qualitative auprès d’entreprises engagées dans des démarches d’innovation de services B-to-B. Les résultats soulignent les raisons qui incitent les dirigeants à co-créer leur offre. Des recommandations sont formulées afin d’améliorer cette démarche collaborative dans un tel contexte.

International audience; With growing awareness of the importance of establishing good relationships with immediate stakeholder groups the scope of sponsorship broadens. Management objectives concerning sponsorship are now often either commercial or relational in nature. As most studies focus on the assessment of the economic effectiveness of sponsorship activities this research investigates how sponsorship can aid in the achievement of a relational objective, specifically the development of citizen commitment towards a public authority. Questionnaire data from 237 spectators of a publicly sponsored sports event were collected and analysed. The findings suggest a rational model of sponsorship effectiveness and support congruence theoretical considerations. The strongest determinants of commitment towards the sponsor are positive attitudes towards the sponsorship activity, the belief that public sponsorship is seen as beneficial for the region. Further, positive attitudes towards the sponsorship depend on whether citizens perceive the sponsorship activity to be a waste of financial resources. This corroborates the idea that sponsorship activities with relational objectives are elaborated on the normative belief whether tax money should be used to sponsor an event. Public sector bodies should also pay attention to explicitly communicate the reasons and benefits of the sponsorship activity in order to enhance perceived event-sponsor congruence. This study explains the dynamics in the sponsorship model that impact on the achievement of relational objectives and identifies managerial implications on how to manage sponsorship activities in a public sector context.

International audience

Whilst entrepreneurship education is booming, it focuses largely on nascent entrepreneurs and company creation. In contrast, a major challenge in small business entrepreneurship is growth. The authors first position growth and its barriers in small firms in the context of current theory and practice in entrepreneurship education: from this analysis, they identify prerequisites and drivers for growth-related entrepreneurship training for small businesses. A pedagogical experiment focused on growth, targeted at a mixed audience of small firm entrepreneurs and graduate students enrolled in an entrepreneurship major in a business school, is then described. The experiment is presented as an integrated process model. The authors suggest that such programmes could be developed in three main directions: (a) changing the culture of business schools so that they become less individual-centred and more open and value-creating for their students and the external community; (b) strongly and regularly involving entrepreneurship students in the realities of business beyond start-up; and (c) making systematic and sophisticated use of the Internet for enhancing growth through e-learning and community-building.

International audience; Alors qu’ils sont confrontés à de très nombreuses menaces issues de la distribution organisée, les commerçants indépendants se doivent de réagir en offrant aux consommateurs le plus de « proximité » possible.Pour ce faire, ils peuvent mobiliser deux leviers d’action que nous nous proposons d’identifier dans le cadrede cet article, à savoir l’offre visible d’une « valeur-client » utilitaire et hédoniste et la modernisation de la gestion de la relation aux clients de proximité.

International audience; Cet article cherche à identifier et à comprendre les principaux leviers d’action mis en œuvre par l’enseigne américaine Abercrombie & Fitch dont le niveau élevé de performance repose sur un processus de tribalisation de sa clientèle. En recourant à un protocole de type interprétatif,nous montrons que si l’enseigne A&F réussit à créer un « capital tribal » fort, y compris auprès d’un large public,c’est en utilisant trois leviers d’action : la ritualisation du parcours-client, l’érotisation du personnel en contactet surtout l’exacerbation des stimulations sensorielles.

International audience; Le Revenue Management présente deux leviers essentiels : la gestion optimisée du prix ou pricing et la gestion des capacités. Le pricing est le moyen d’action qui présente le plus rapidement des résultats tangibles en matière de rentabilité. Dans l’industrie du tourisme, le pricing est passé d’une recherche mécanique de maximisation du profit par unité disponible, à la prise en compte systématique de la valeur du client sur toute sa durée de vie. Le système de pricing de Disneyland Resort Paris illustre cette nouvelle approche basée sur la théorie prospective (Prospect Theory), théorie axée sur la psychologie du client. Les consommateurs sont plus irrationnels que rationnels dans leur prise de décision, mais cette irrationalité suit un schéma spécifique qui peut être modélisé. La compréhension de leur comportement permet à l’entreprise de proposer des offres multiservices renforçant la loyauté du consommateur que les pratiques traditionnelles du Revenue Management ont tendance à détruire. Mots-clés : Pricing, Profitabilité, Revenue Management, Théorie prospective, Valeur-vie du client.

International audience; Cet article établit, au travers d’une étude exploratoire qualitative conduite auprès d’une dizaine de franchiseurs, suivie d’une enquête confirmatoirequantitative réalisée auprès de 428 franchisés, la présence d’un contrôle technologique à caractère panoptique dans les réseaux de franchise français. Les résultats suggèrent que les technologies de l’information peuvent jouer un rôle central dans la mise en œuvre d’un contrôle du canal à moindre coût, permanent et indolore.

International audience; Enterprise strategic orientations influence environmental management, and external environmental characteristics moderate this relationship. Enterprise strategic orientations include policy orientation and market orientation, and external environmental characteristics contain system integrity and industrial competitiveness. Both the policy factors and market factors are important considerations for an enterprise's strategic choice and environmental management activities. System integrity shows no significant negative regulating function on the policy orientation of environmental management relationships, while industrial competitiveness plays a remarkably positive regulating role in the market orientation environmental management.

Retail activities are increasingly exposed to unseasonal weather causing lost sales and profits, as climate change is aggravating climate variability. Although research has provided insights into the role of weather on consumption, little is known about the precise relationship between weather and sales for strategic and financial decision-making. Using apparel as an illustration, for all seasons, we estimate the impact on sales caused by unexpected deviations of daily temperature from seasonal patterns. We apply Seasonal Trend decomposition using Loess to isolate changes in sales volumes. We use a linear regression to find the relationship between temperature and sales anomalies and construct the historical distribution to determine sales-at-risk due to unseasonal weather. We show how to use weather derivatives to offset the potential loss. Our contribution is twofold. We provide a new general method for managers to understand how their performance is weather-related. We lay out a blueprint for tailor-made weather derivatives to mitigate this risk.

Purpose The purpose of this paper is to focus on mothers as key influencers in luxury retailing contexts. Design/methodology/approach Using a semiotic interpretation of mothers’ discourses, the authors underline the identity motivations for purchasing luxury apparel for their pre-adolescent children. Findings The paper shows that when shopping for luxury brands for their pre-adolescent children, mothers manage discrepancies between their “real” and “idealised” selves as well as the pushes and pulls of being a mother and a woman. Research limitations/implications The findings point to possible future research on this topic, particularly with regard to investigating how luxury stores and retailers can adapt so as to satisfy mothers’ identity quest. Practical implications Managers of luxury brand retail spaces looking at the future of retailing could analyse their store environment in the light of these mothers’ identity-related motivations. As well as focussing on how children look, store layout and merchandising should provide different spaces for mothers’ identity expression, using new in-store digital technologies. Originality/value This study is one of the first to analyse luxury shopping for children taking the point of view of mothers. The paper underlines how young mothers build their new maternal identity and their projected relationship with their child through purchases of children’s luxury goods in specific retail environments.