La baisse des coûts de transport et de communication et la montée du niveau moyen de formation et de compétence des individus sont aujourd'hui les deux facteurs principaux de changement pour les organisations. La première de ces causes a pour effet l'internationalisation et l'instabilité...

L’approche cognitive de la création tient compte des spécificités et appelle un accompagnement innovant fonction de l’objet qu’il accompagne. Elle est illustrée et discutée par une étude empirique d’un semestre auprès de six créateurs d’entreprise au sein de l’incubateur...

Viral campaigns widely use online promotional games. Although antecedents of the extrinsic value of participation are discussed in the literature, few studies have focused on the intrinsic value of playing a promotional game. This study examines two dimensions of online game control: the amount...

We model comparative advertising as brands pushing up own brand perception and pulling down the brand image of targeted rivals. We watched all TV advertisements for OTC analgesics 2001-2005 to construct matrices of rival targeting and estimate the structural model. These attack matrices identify...

We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over quality information, price information, and...

Improved consumer information about horizontal aspects of products of similar quality leads to better consumer matching but also to higher prices, so consumer surplus can go up or down, while profits rise. With enough quality asymmetry, though, the higher-quality (and hence larger) firm's price...

First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand...