The number of articles on real options arises some questions. Is it possible to employ them in every field? What can we expect of them a valuation method, or a new way of thinking? This text aim to answer to these questions. It gives some precision on the analogy between real and financial...

The questioning of how public investments decisions are made leads to a two-level problematic. On the one hand, public decision makers have constrained resources that they have to use the best way they can. On the other hand, by choosing between alternative investments projects, decision makers...

Media critics are generally said to be an integral part of the cinema industry, as they influence both the supply (distribution and communication strategies) and demand (consumer's decision process) sides of the market (Debenedetti, 2006). Which lessons can be drawn from past research about...

This article shows how management consultant’s daily transgression practices favour semi-confidential information diffusion, which has the effect of improving managers’ strategic decision making. By their marginal transgressions (namely confidentiality rule breaking), consultants act as...

A multi-mechanism promotion includes in the same communication several promotional techniques. The relative efficiency of this kind of promotion on consumers' choices depends upon two antagonist effects. On the one hand, prospect theory predicts a positive direct influence of multiple mechanisms...

Présente les méthodes qualitatives et quantitatives utilisées en marketing, allant des études exploratoires aux systèmes experts en passant par les analyses de données et la collecte d'informations. Resitue la recherche en marketing par rapport aux évolutions du domaine : post-modernisme,...