As marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm's competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French...

This article focuses on the main group of luxury goods consumers in China, the Chinese elite, who are of critical importance for marketing luxury goods. First, after defining the Chinese elite, we identify the relevant dimensions to segment this mass affluent group: conspicuous/functional,...

The purpose of this article is to present a multi-items scale on Web retail service quality. After reviewing the literature on this subject, two studies are presented. The first study is a qualitative one with a literature review and a series of depth individuals interviews and focus groups of...

The aim of this paper is to provide a literature review of research on online consumer trust. First, the concept specificities are identified and the construct definition and dimensionality are examined. Then, a taxonomy of the online trust determinants is suggested. Finally, to gain...

The design and topology of a neural network is still an important and difficult task. To solve the problems of topology posed by the introduction of connexionism, new approaches are proposed, and especially a combination of induction rules with a statistical estimation of the neuron coefficients...