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A monopoly platform hosts advertisers who compete on a market for horizontally differentiated products. These products may be either mass market products that appeal broadly to the entire consumer population or niche products that are tailored to the tastes of some particular group. Consumers...
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This paper examines the fabric of authorized discourses about Information Technology (IT), i.e. of “organizing visions” (OVs), through the investigation of the discourses, practices, and sociomaterial contexts that make up their micro-social underpinnings. The case of a trade show allows us...
Persistent link: https://www.econbiz.de/10011073419
Devant la complexité à laquelle est confronté l'utilisateur d'Internet, les agents intelligents se présentent comme un recours. Il y a deux faces à l'intelligence d'un agent: l'une tournée vers l'accomplissement d'une mission, et l'autre tournée vers les objectifs qu'il s'agit de...
Persistent link: https://www.econbiz.de/10011074276
Business processes undergo standardization. This standardization is achieved through domination, confrontation and … systems. Prescription and standardization of business processes, however, create problems for organizations, at the strategic …
Persistent link: https://www.econbiz.de/10011074643
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Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with...
Persistent link: https://www.econbiz.de/10010905286
Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect,...
Persistent link: https://www.econbiz.de/10010905369
This research deals with the impact of tobacco warnings modification on smokers. A state of the art on the subject is first presented, then research hypothesis are proposed. Second, eight focus groups are implemented on 48 French smokers. Results showed that French past warnings should had been...
Persistent link: https://www.econbiz.de/10010905405
Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the...
Persistent link: https://www.econbiz.de/10011265543