The paper dives into the controversies that make markets, exploring the processes at play behind the renewal of competitive landscape. The analysis of such processes is complex for several reasons: because they happen in environments riddled with ambiguities, because they involve temporal...

Constatant qu’en gestion il est souvent fait référence au terme de vision et d’entreprise ou de dirigeant “ visionnaires ”, mais que paradoxalement il n’existe pas de définitions précises de ces termes, notre recherche se propose d’effectuer une analyse de la littérature portant...

De plus en plus d'entreprises vendent leurs murs, estimant que la propriété des bâtiments immobilise des capitaux nécessaires à leur développement.

The emergence of the concept of ’sustainable development’leads companies to redefine the notion of performance and to implement practices to manage it.An exploratory research, undertaken in five multinational companies, highlights changes in their management systems and shows that companies...

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...

This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or...

L'une des grandes tendances en matière de communication publicitaire actuellement réside dans la mise en avant d'arguments écologiques, à savoir " toute revendication, indication ou présentation, sous quelque forme que ce soit, utilisée à titre principal ou accessoire dans une publicité,...

Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations....

The investigations reported in this article examined some of the individual and situational determinants of the level of cognitive product differentiation in consumer products judgements, Subjects consisted of four large samples of male and female consumers in two large metropolitan areas in the...