Cet article concerne les dialectiques entre usagersconsommateurs et industries culturelles et médiatiques (ICM). Nous les interrogeons dans le cadre d’un modèle de «coproduction collaborative» spécifique – le cas du portail d’actualités cinématographique français Allociné – où...

Article is devoted to the continuation of the study hypotheses on the relationship between marketing and life cycle of a small business. Some results of studies of small innovative companies in the Russian Federation: Moscow and St. Petersburg, Moscow, Novgorod, Novosibirsk, Sverdlovsk, Tomsk,...

The article provides an overview of the structures to support small business in Russia. Particular attention is paid to issues of consultancy support to small and medium enterprises. Displaying the virtual absence of marketing support for competitiveness and customer orientation.

Information is the lifeblood of most market economies. Nevertheless, attempts to jump start information flow by creating Market Information Services for food and agriculture usually fail. The author distills experiences and lessons from other studies and individual experts in the field on the...

Crowdfunding challenges the traditional separation between finance and marketing. It creates economic value by reducing demand uncertainty, which enables a better screening of positive NPV projects. Entrepreneurial moral hazard threatens this effect. Using mechanism design, mechanisms are...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Pay What You Want (PWYW) and Name Your Own Price (NYOP) are customer driven pricing mechanisms that give customers (some) pricing power. Both have been used in service industries with high fixed costs to price discriminate without setting a reference price. Their participatory and innovative...

Since the 1950s, mineral water has been a ubiquitous mass consumer commodity in Germany. This was due to higher incomes and changing consumer behaviour, which manifested itself in rising consumption. From 1958 onwards, the mineral water industry surveyed its customers by employing qualitative...