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Virtual reality and its impact on B2B marketing: A value-in-use perspective
No full textInternational audienceThe opportunities virtual reality provides for B2B marketing are increasingly recognized by the trade press in discussions of interesting examples from early adopters like GE, Siemens and Airbus. However, while there is growing recognition of its promise and potential, the specific impact of virtual reality on B2B marketing remains an unexplored research area. This paper provides an early theoretical consideration of the topic by developing a framework and offering propositions that describe the impact of virtual reality on B2B buyer perceptions of value-in-use during the post-purchase stage of the buyer's purchase journey. The paper also considers the moderating impact of several aspects of buyer-supplier relationships, including knowledge complexity, social complexity and task complexity, on virtual reality's contribution to value-in-use perceptions. The discussion provides B2B marketing scholars with several directions for future research and makes several recommendations for B2B marketers interested in leveraging the opportunities presented by virtual reality
Royal Enfield – A Revving Revival
No full textThis case outlines the history of the motorcycle manufacturer Royal Enfield and details of its turnaround strategy. It highlights the potential of transforming a legendary Indian brand into a happening global brand.Case study - This case outlines the history of the motorcycle manufacturer Royal Enfield and details of its turnaround strategy. It highlights the potential of transforming a legendary Indian brand into a happening global brand
Risk transmitters and receivers in global currency markets
No full textInternational audienceWe implement a robust multi-scenario cross-quantilogram network approach to examine the strength and direction of interdependencies and spillover transmission among 25 developed, emerging, Middle Eastern and North African (MENA) FX markets. We find evidence of statistically significant risk transmission and reception between numerous FX rates that varies under different market states i.e., bearish, normal and bullish. The currencies of develop markets act mainly as spillover transmitter, while those with lower currency values are spillover receivers. Implications of the results are discussed
Initial and further business development: highlights from business model, open innovation, and knowledge management perspectives
No full textInternational audienceIn a technological spin-off, initial and further business development is a two-stage challenge of survival and growth. Spin-offs' business development relies on the design and renewal of an adequate business model, effective open innovation, and advanced knowledge management. This study describes the initial and further business development of a successful spin-off, MEMS&Co, through a longitudinal case study. The business model benefited from specific revenue/investments streams from clients and was subsequently supplemented by new business models in novel applications. Open innovation offered a unique outside-in process from universities, suppliers, and research centres and then transformed into an advanced new process. Knowledge management focused on cross-Technical knowledge modularity and subsequently on knowledge recombination
Commerce Omni-canal : vers quels dispositifs de maillage entre points de contact ?
No full textInternational audienc
Is nepotism so bad for family firms? A socioemotional wealth approach
No full textInternational audienceThis paper focuses on the issue of nepotism or the practice of hiring and managing family members in family firms. Extant research suggests that while nepotism is related to numerous problems, it also offers some unique advantages to family owned firms. We use a socioemotional wealth (SEW) perspective to develop a theoretical framework that explains how nepotism influences firm performance. In doing so, we rely upon a nuanced conceptualization of SEW to clarify why some family firms are more likely to engage in nepotism than others, as well as explain the contingencies under which nepotism may prove beneficial or detrimental for family firms. Finally, we explore how human resource practices might impact the interplay between nepotism, environmental contingencies, and firm performance
Lesbians’ assessments of gay advertising in France: not necessarily a case of ‘La Vie en Rose?’
No full textInternational audienceThe social, political and economic importance of the lesbian, gay, bisexual and transgender (LGBT) community is increasingly being recognised by what is routinely referred to as mainstream society. However, surprisingly little is known about the nuances of differing behaviour within this broadly defined subpopulation. In a French context, this study examines lesbians’ responses to advertising that is purportedly targeted at them, including ‘gender neutral-implicit’ and ‘gay-explicit’ advertisements. This research furthers previous work by examining ‘in-group’ and ‘out-group’ lesbians’ reactions to (1) gay male-explicit, (2) gay lesbian-explicit and finally (3) gender neutral-implicit advertisements. Further, this research focuses on specific reactions beyond simply ‘attitude towards advertisement’; precisely, an overall ‘evaluation of advertisement’, the ‘ability to generate curiosity’ about the brand, and the ‘degree of likeability of advertisementʼ are compared. It was found that lesbians’ responses to targeted print advertisements were significantly influenced by whether they self-identify with gay males under the holistic banner of ‘gay’. These findings suggest that marketing practitioners would be judicious to stop thinking in terms of one common LGBT advertising target market and start to think about the nuances of homosexual advertising that include (1) response differences to advertising between the ‘G’ market, comprising homosexual men, and the ‘L’ market of homosexual women, and (2) the subtle, but important differences found within the lesbian sub-market
How information technology influences opportunity exploration and exploitation firm’s capabilities
No full textInternational audienc
Starbuck’s – A Storm in a Coffee Cup
No full textStarbucks, which is rated as one of the world's most trusted and respected brands, suffered a huge setback when two 23-year-old African-American entrepreneurs were arrested in a Philadelphia Starbucks on suspicion of trespassing. The case documents the unraveling of events and turmoil which engulfed the company.Starbucks, which is rated as one of the world's most trusted and respected brands, suffered a huge setback when two 23-year-old African-American entrepreneurs were arrested in a Philadelphia Starbucks on suspicion of trespassing. The case documents the unraveling of events and turmoil which engulfed the company