Center for Customer Management / 1st Annual Event

October 31, 2012 § Leave a comment

Our colleague, Pierre Volle, from the University of Paris Dauphine, has set up a research group whose members dedicate research efforts to the understanding and improvement of Customer Management. On the 20th of September, both professionals and academics were invited to share ideas about trust, customer relationship management, business models and marketing strategy. Our book, edited by Pierre and published by Pearson, was released. This book entitled “Stratégie Clients – Points de vue d’experts sur le management de la relation client” comprises 7 chapters, the introduction and the concluding chapter are available online.

Guitarists in the Digital Era

October 31, 2012 § Leave a comment

Following our participation to the REGNUM Project (a research  funded by the French National Research Agency), my colleague Régis Dumoulin and I developped a research centered on the evolution of musicians’ criteria when choosing an electric solid body guitar. We investigate the Audiofanzine forum and did some textmining in order to identify whether criteria evolved thanks to the infinite information available on the Internet. Our research hypothesis, derived from Institutional Theory and from a historical analysis of rock and of the guitar industry, was that today’s criteria do not differ significantly from the characteristics of three mythical guitar models. This research will soon appear in a special issue of the International Journal of Art Management.

Marketing & ethics

October 23, 2009 § Leave a comment

A quick and short note to refer to the chapter written with Professor Hervé Fenneteau about marketing’s ability to be “responsible”. We present Kotler’s seminal work and his proposal of a “social marketing” and the subsequent critics of this view. We also suggest a four cells matrix in order to clarify the debate of “whether marketing should be responsible or not”.RESPSOC
link to the book : Responsabilité sociale de l’entreprise (2006), coord. JJ Rosé, Ed. De Boeck.

Time & market orientation

June 4, 2009 § Leave a comment

Since the formalization of the market orientation concept in the 90’s (Kohli and Jaworski 1990; Narver and Slater 1990), empirical investigations were mainly devoted at the exploration of its impact on business performance (Slater and Narver 1994; Jaworski and Kohli 1993; Greenley 1995). As the associations were not always clear, researchers suggested that delayed effects could explain non-significant associations with the measures of performance (Greenley 1995; Hunt and Morgan 1995). Researchers also looked for potential mediating variables (Han et al 1998) while others emphasized the cultural dimension of market orientation. For Day (1994) the cultural basis of market orientation is essential in defining the ontological status of the concept. Several recent studies integrate such a view (Jaworski and Kohli 1996; Harris and Ogbonna 1999; Olavarrieta and Friedmann 2000). Acknowledging the cultural nature of market orientation leads to the examination of temporal phenomena involved in market oriented processes. As recently demonstrated by Heiens (2000), there is a need for a better understanding of market oriented firms. In line with this, assessing the role of time in market orientation will certainly add to our knowledge. The key aspects of time that are considered are length, age and historical period. The significance of these three aspects for market orientation are now considered.
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