Collection HAL Kedge Business School
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Dynamic pricing with reference price effects in integrated online and offline retailing
No full textInternational audienceOmnichannel retailing is of growing importance. Yet, retailers lack knowledge about how to setprices overtime in their different channels, that is, in-store and online, which gives rise to a dualchannelpricing problem. The retailing issue is even more salient when consumers are prone to apsychological element, that is, when a reference price exerts influence. This article fills the gap byoffering an analytical model of intertemporal price setting for dual channel pricing problem. Wepresent an optimal control framework of dynamic pricing when (1) consumer behaviour is prone toa reference price and (2) the online channel is subject to the last-mile delivery cost. Analytical results,which hold for a general (nonlinear) reference-dependent demand formulation, inform about therelationships between the store and online prices over time and also about the market power ofthe retailer in each channel. Numerical results describe the features of three different phases of theplanning horizon. The managerial recommendations showhowa retailer sets differentiated dynamicpricing policies when offline and online channels are integrated. Such recommendations pave theway to more profitable omnichannel management
Coalition formation and cost sharing for truck platooning
No full textInternational audienceTruck platooning consists of one or several trucks driving very closely behind the platoon leader with the help of technology. Platooning reduces fuel consumption, carbon emissions and congestion while increasing road safety and the productivity of trucks and drivers. This article focuses on the advance planning of platoons. First, we study platoon formation from a system-wide optimization perspective. We formalize the underlying optimization problem and we propose exact and approximate solution approaches that appear to perform very well in instances of practical size. Second, we posit that truck platooning is much more likely to develop efficiently among multiple operators. This involves a shift in business relations between freight operators through cost sharing. We make use of cooperative game theory to study cost allocations among players. Our analysis shows that a compromise is needed among existence, stability and computational efficiency. However, we propose cost allocation rules for cooperative platooning games that perform very well in practice with regard to their stability. Finally, we propose an illustrative example based on the settings of the Port of Rotterdam and we provide a series of insights
The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆
No full textInternational audienceEvidence suggests that datafication is bringing a potentially profound yet poorly understood transformation of marketing work. Most companies still struggle to adapt to the data deluge, which challenges the role of marketing inside an organization. This research uses a single case study to analyze how datafication is reshaping marketing work through the lens of sociomateriality and affordance theory. The findings shed light on the agency and imbrication of the persona, the brand and the algorithm together with managers and consumers. They reveal two actualized affordances obtained through datafication: fragmented consumer tracking and organic branding. This research contributes to sociomateriality and affordance theory by introducing a new type of agent, namely, agents of fiction, which are characterized by a symbolic and immaterial nature. This research also contributes to the marketing-as-practice perspective by providing an in-depth understanding of marketing work as a result of dynamic imbrications between human and nonhuman agents
How history can inform corporate responsibility: the statutory rule of profit allocation
No full textInternational audiencePurpose This study aims to present how a historical governance mechanism (a statutory rule of profit allocation) could answer the practical question of profit allocation, thereby proposing a methodology to enhance future quantitative studies. Design/methodology/approach The rule sets profit allocations to a predetermined set of stakeholders in corporate charters. It could be seen as a tool used by historical organisations to enact corporate social responsibility (CSR). The authors propose a straightforward way to calculate the payout ratios promised by this rule to each stakeholder. This methodology was applied to shareholders and used to calculate the promised dividend payout ratios. Findings This rule constitutes a natural experiment from which modern organisations could learn to implement the most relevant profit-allocation schemes given their CSR strategy. The authors propose calculating a promised payout ratio that would allow scholars to empirically examine the rule and its effects and provide accurate recommendations to these organisations. Research limitations/implications This mechanism allows the study of profit allocations made to stakeholders (not limited to shareholders or employees like it is usually done). The promised payout ratio makes future quantitative investigations possible. Practical implications Modern organisations could use the CSR mechanism to allocate profits continuously in formats that would best fit their strategy and environment. Originality/value To the best of the author’s knowledge, this is the first article to examine the statutory rule of profit allocation per se, which proposes a new methodology to calculate payout ratios promised by the rule. The idea is to investigate their impact and provide recommendations for modern organisations to adapt
Utilisation d'un modèle de programmation par contraintes pour la replanification des tâches dans une chaine d'assemblage aéronautique
No full textNational audienceDans l'optique de répondre à des aléas sur des lignes d'assemblage aéronautique, un modèle de programmation par contraintes a été mis en place pour développer un outil d'aide à la décision. Cet outil vise à calculer un nouvel ordonnancement qui soit faisable compte tenu des contraintes de la ligne et ainsi appuyer les décisions des managers qui sont en charge de ladite ligne. Le modèle utilise des critères d'optimisation adaptés au cas d'entreprise en adaptant par exemple le makespan pour qu'il prenne une valeur correspondant à la fin d'une journée et ainsi laisser une marge de manœuvre aux autres critères pour améliorer la solution. Les tests réalisés sur des instances issues d'un cas réel ont montré des résultats encourageants quant à la rapidité pour générer une solution et l'intérêt pour les managers d'utiliser un outil comme celui-ci
Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals
No full textInternational audienceDespite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context. The present study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between background music and the online store environment (e.g., perceived lightness, loudness, and coldness of the cue/environment) leads to more positive affective, evaluative, and behavioral consumer reactions and (2) to investigate the moderating role of shopping goals on this crossmodal congruency effect. Previous research showed that low task-relevant atmospheric cues like music can have a negative effect on consumers when they visit a website with a purchase goal in mind. An online experiment was conducted with 239 respondents randomly assigned to a shopping goal (experiential browsing vs. goal-directed searching) and a music condition (no music, crossmodally congruent music, or crossmodally incongruent music). Our results show that crossmodally incongruent background music (vs. no music) leads to more positive consumer reactions for experiential browsers and more negative consumer reactions for goal-directed searchers. Conversely, crossmodally congruent background music (vs. no music) has a positive effect on experiential browsers and no adverse effect on goal-directed searchers. Additionally, the presence of crossmodally congruent background music leads to more positive consumer reactions than the presence of crossmodally incongruent background music, independent of the shopping goal. We extend previous research on multisensory congruency effects by showing the added value of establishing congruency between music and the store environment via multiple elicited crossmodal correspondences in the online environment, countering previously found negative effects of low-task relevant atmospheric cues for goal-directed searchers
Factors influencing the visual deliciousness / eye-appeal of food
No full textInternational audienceIn recent years, a growing number of academic researchers, as well as many marketing and design practitioners, have uncovered a variety of factors that would appear to enhance the visual attractiveness, or deliciousness, of food images to the typical consumer. This review, which contains both narrative and systematic elements, critically evaluates the literature concerning the various factors influencing the eye appeal of food images, no matter whether there is an edible food stimulus physically present in front of the viewer or not. We start by summarizing the evidence concerning the human brain’s ability to rapidly determine energy-density in a visual scene and pay attention accordingly. Next, we focus on the importance of embodied mental simulation when it comes to enhancing visual deliciousness. Thereafter, we review the literature on the importance of visual aesthetic features in eye-appeal. The wide range of visual attributes that help to enhance food attractiveness include symmetry, shape, freshness, glossiness, dynamic-presentation, etc. The review concludes with sections on the importance of background/ambient lighting/colour, and the tricks used by those who digitally manipulate images. Taken together, therefore, many different factors ultimately influence the visual deliciousness of food images
Exploring the impact of green human resource management on environmental performance: the roles of perceived organizational support and innovative environmental behavior
No full textInternational audiencePurpose – This paper aims to explore the relationship between green human resource management (GHRM) practices and the environmental performance (EP) of firms belonging to industries that may lean toward environmental pollution (e.g. oil and gas). The authors propose a holistic (serial mediation) model based on the ability-motivation-opportunity (AMO) theory and the social exchange theory (SET) and integrate organizational, i.e. perceived organizational support (POS), and individual, i.e. innovative environmental behavior (IEB), factors as explanatory mechanisms. The authors then test the model in a developing country context.Design/methodology/approach – Data were collected from white collar workers in the oil and gas industry in Pakistan. A structural equation modeling (SEM) technique and the PROCESS model 6 were used to analyze the hypothesized serial mediation model.Findings – The authors found support for the fully meditating serial mediation model. Although the direct effects of GHRM and EP were insignificant, the total effects and indirect effects through POS and IEB were significant. Similarly, the research also found support for organizational and individual factors as explanatory mechanisms in the relationship between GHRM and EP.Originality/value – This research adds to the existing literature on GHRM and the corporate EP link through proposing and testing a model of the mediating effects of POS and IEB. Furthermore, it provides empirical evidence of this model in the oil and gas sector using an Asian developing country as the context of study.Keywords Green human resource management (GHRM), Perceived organizational support (POS), Innovative environmental behavior (IEB), Environmental performance (EP), Ability-motivation-opportunity (AMO) Paper type Research pape
How brand self-disclosure helps brands create intimacy with customers: The role of information valence and anthropomorphism
No full textInternational audienceAlthough the notion of self-disclosure has received wide attention since the new millennium, most studies on this topic focus on consumer disclosure, leaving unexamined if brands could benefit from self-disclosure. Therefore, the question remains unanswered if the positive effects of brand self-disclosure on important relational and transactional variables observed in other contexts than consumer–brand relationships would be observed if self-disclosure was made by brands. This study addresses this question, specifically discussing if brand self-disclosure can enhance brand trust and willingness-to-buy (WTB) through the mediating effect of brand intimacy. Results from two scenario-based experiments indicate that engaging in self-disclosure—that is, disclosing some information that was kept unknown so far—helps brands create intimacy and trust with consumers, leading these individuals to exhibit higher WTB. Further, results show that all self-disclosures are not equal, and it is when the brand engages in the disclosure of positive (vs. negative) information that consumers perceive more brand intimacy, and this even more when such information is disclosed in an anthropomorphic manner. These findings thus provide consistent empirical evidence showing that brand self-disclosure—if providing positive information in an anthropomorphic manner—can serve as a critical tool for brands in their relationships with customers