This article aims at challenging the relevance of some concepts typical of traditional retail activities for understanding electronic commerce. We try to demonstrate that geography still plays a role in building a competitive advantage over the Web, but that the notion of distance has changed...

Cet ouvrage traite du commerce électronique et est destiné aux étudiants mais aussi aux professionnels. Cette nouvelle édition entièrement revue comporte deux chapitres supplémentaires par rapport à la précédente édition et de nombreuses nouveautés

This article aims at discussing the various dimensions of budget allocation decisions made by households. We review the main research published on that topic and present a conceptual typology of allocation choices at different levels (activities, product categories, brand tiers…). Then, we...

La question de la performance marketing est cruciale et actuelle (Ambler et Roberts, 2008 ; Homburg, Artz et Wieseke, 2012). Cependant, on constate que la plupart des recherches se polarisent autour de l’étude de la contribution des activités et des investissements marketing à la...

Whereas customers are often sollicited for personal data online, we investigate the relationship between general privacy concern, specific perceptions of the request and response behavior (i.e., fill up / do not fill up the form). Our study finds that more than 40% of the respondents agree to...

This doctoral research defines and explores the first memorable encounter between a consumer and a brand. The present research relies on two theoretical roots: multidisciplinary research works about the first encounter, as well as research from the consumer-brand relationship paradigm. Then,...

This doctoral research deals with Participative Operations (PO). They consist for brands in inviting consumers, either to choose new products, feature in advertisements or help develop a new product or slogan; everyone can participate and see others’ participations. Even though PO are popular...