Essec\Faculty\Model\Profile {#6196
#_id: "B00000304"
#_source: array:39 [
"bid" => "B00000304"
"academId" => "2055"
"slug" => "le-nagard-emmanuelle"
"fullName" => "Emmanuelle LE NAGARD"
"lastName" => "LE NAGARD"
"firstName" => "Emmanuelle"
"title" => array:2 [
"fr" => "Professeur"
"en" => "Professor"
]
"email" => "lenagard@essec.edu"
"status" => "ACTIF"
"campus" => "Campus de Cergy"
"departments" => []
"phone" => "+33 (0)1 34 43 30 16"
"sites" => []
"facNumber" => "2055"
"externalCvUrl" => "https://faculty.essec.edu/cv/le-nagard-emmanuelle/pdf"
"googleScholarUrl" => "https://scholar.google.com/citations?user=1POiQ6kAAAAJ"
"facOrcId" => "https://orcid.org/0000-0002-6419-8402"
"career" => array:9 [
0 => Essec\Faculty\Model\CareerItem {#6225
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "1997-09-01"
"endDate" => "2002-08-31"
"isInternalPosition" => true
"type" => array:2 [
"fr" => "Positions académiques principales"
"en" => "Full-time academic appointments"
]
"label" => array:2 [
"fr" => "Professeur assistant"
"en" => "Assistant Professor"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
1 => Essec\Faculty\Model\CareerItem {#6226
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2002-09-01"
"endDate" => "2009-08-31"
"isInternalPosition" => true
"type" => array:2 [
"fr" => "Positions académiques principales"
"en" => "Full-time academic appointments"
]
"label" => array:2 [
"fr" => "Professeur associé"
"en" => "Associate Professor"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
2 => Essec\Faculty\Model\CareerItem {#6227
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2009-09-01"
"endDate" => null
"isInternalPosition" => true
"type" => array:2 [
"fr" => "Positions académiques principales"
"en" => "Full-time academic appointments"
]
"label" => array:2 [
"fr" => "Professeur"
"en" => "Professor"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
3 => Essec\Faculty\Model\CareerItem {#6228
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2004-09-01"
"endDate" => "2005-07-31"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Other Academic Appointments"
"fr" => "Autres positions académiques"
]
"label" => array:2 [
"fr" => "Professeur Visitant"
"en" => "Visiting Professor"
]
"institution" => array:2 [
"fr" => "Luiss University"
"en" => "Luiss University"
]
"country" => array:2 [
"fr" => "Italie"
"en" => "Italy"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
4 => Essec\Faculty\Model\CareerItem {#6229
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2007-06-01"
"endDate" => "2007-08-31"
"isInternalPosition" => true
"type" => array:2 [
"fr" => "Positions académiques principales"
"en" => "Full-time academic appointments"
]
"label" => array:2 [
"fr" => "Chercheur Visitant"
"en" => "Visiting Research Scholar"
]
"institution" => array:2 [
"fr" => "Stanford University"
"en" => "Stanford University"
]
"country" => array:2 [
"fr" => "États-Unis"
"en" => "United States of America"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
5 => Essec\Faculty\Model\CareerItem {#6230
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "1993-01-01"
"endDate" => "1994-12-31"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Professional appointments"
"fr" => "Positions professionnelles"
]
"label" => array:2 [
"fr" => "Chargée d'Etudes à la DSIM (Délégation aux Services de l'Image)"
"en" => "Market researcher at the DSIM (Délégation aux Services de l'Image)"
]
"institution" => array:2 [
"fr" => "France Telecom"
"en" => "France Telecom"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
6 => Essec\Faculty\Model\CareerItem {#6231
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "1995-01-01"
"endDate" => "1996-12-31"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Professional appointments"
"fr" => "Positions professionnelles"
]
"label" => array:2 [
"fr" => "Chargée d'Etudes à la DINU (Direction de l'Innovation et des Nouveaux Usages)"
"en" => "Market Researcher at the DINU (Direction de l'Innovation et des Nouveaux Usages)"
]
"institution" => array:2 [
"fr" => "France Telecom"
"en" => "France Telecom"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
7 => Essec\Faculty\Model\CareerItem {#6232
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2014-04-01"
"endDate" => "2022-08-31"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Other appointments"
"fr" => "Autres positions"
]
"label" => array:2 [
"fr" => "Vice Doyenne en charge de la Pédagogie"
"en" => "Associate Dean for Pedagogy"
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
8 => Essec\Faculty\Model\CareerItem {#6233
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2022-09-01"
"endDate" => "2025-08-31"
"isInternalPosition" => true
"type" => array:2 [
"en" => "Other Academic Appointments"
"fr" => "Autres positions académiques"
]
"label" => array:2 [
"fr" => "Directrice Académique du programme Grande Ecole (Master in Management)."
"en" => "Academic director Grande Ecole (Master in Management)."
]
"institution" => array:2 [
"fr" => "ESSEC Business School"
"en" => "ESSEC Business School"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
]
"diplomes" => array:6 [
0 => Essec\Faculty\Model\Diplome {#6198
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "1996"
"label" => array:2 [
"en" => "Doctorat in Managerial Sciences, Marketing track"
"fr" => "Doctorat en Sciences de Gestion, filière Marketing"
]
"institution" => array:2 [
"fr" => "HEC Paris"
"en" => "HEC Paris"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
1 => Essec\Faculty\Model\Diplome {#6200
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "2001"
"label" => array:2 [
"en" => "HDR"
"fr" => "Habilitation à Diriger des Recherches"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
2 => Essec\Faculty\Model\Diplome {#6197
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "1991"
"label" => array:2 [
"en" => "D.E.A. Applied Economics"
"fr" => "D.E.A. Economie Appliquée"
]
"institution" => array:2 [
"fr" => "Sciences Po Paris"
"en" => "Sciences Po Paris"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
3 => Essec\Faculty\Model\Diplome {#6201
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "1990"
"label" => array:2 [
"en" => "MSc. in Management"
"fr" => "MSc. en Management"
]
"institution" => array:2 [
"fr" => "ESCP EUROPE"
"en" => "ESCP EUROPE"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
4 => Essec\Faculty\Model\Diplome {#6195
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "DIPLOMA"
"type" => array:2 [
"fr" => "Diplômes"
"en" => "Diplomas"
]
"year" => "1989"
"label" => array:2 [
"en" => "Maîtrise de Lettres Modernes"
"fr" => "Maîtrise de Lettres Modernes"
]
"institution" => array:2 [
"fr" => "Sorbonne Université"
"en" => "Sorbonne Université"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
5 => Essec\Faculty\Model\Diplome {#6199
#_index: null
#_id: null
#_source: array:6 [
"diplome" => "CERT"
"type" => array:2 [
"fr" => "Certificats"
"en" => "Certificates"
]
"year" => "2001"
"label" => array:2 [
"en" => "International Teacher Program"
"fr" => "International Teacher Program"
]
"institution" => array:2 [
"fr" => "New York University"
"en" => "New York University"
]
"country" => array:2 [
"fr" => "États-Unis"
"en" => "United States of America"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
]
"bio" => array:2 [
"fr" => null
"en" => null
]
"department" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"site" => array:2 [
"fr" => null
"en" => "https://www.linkedin.com/in/emmanuelle-le-nagard-17a996/"
]
"industrrySectors" => array:2 [
"fr" => null
"en" => null
]
"researchFields" => array:2 [
"fr" => "Stratégie marketing - Comportement du consommateur - compétences douces - obsolescence programmée"
"en" => "Marketing Strategy - Consumer Behavior - soft skills - programmed obsolescence"
]
"teachingFields" => array:2 [
"fr" => "Stratégie marketing"
"en" => "Marketing Strategy"
]
"distinctions" => array:2 [
0 => Essec\Faculty\Model\Distinction {#6234
#_index: null
#_id: null
#_source: array:6 [
"date" => "2006-01-01"
"label" => array:2 [
"fr" => "Prix de l'Académie des Sciences Commerciales pour l'ouvrage "Marketing des nouveaux produits""
"en" => "Prix de l'Académie des Sciences Commerciales for her book "Marketing des nouveaux produits""
]
"type" => array:2 [
"fr" => "Prix"
"en" => "Awards"
]
"tri" => " 1 "
"institution" => array:2 [
"fr" => "Académie des sciences commerciales"
"en" => "Académie des sciences commerciales"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
1 => Essec\Faculty\Model\Distinction {#6235
#_index: null
#_id: null
#_source: array:6 [
"date" => "2014-01-01"
"label" => array:2 [
"fr" => "Prix Daniel Tixier de l'Innovation Pédagogique"
"en" => "Prix Daniel Tixier de l'Innovation Pédagogique"
]
"type" => array:2 [
"fr" => "Prix"
"en" => "Awards"
]
"tri" => " 1 "
"institution" => array:2 [
"fr" => "Fondation ESSEC"
"en" => "Fondation ESSEC"
]
"country" => array:2 [
"fr" => null
"en" => null
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
]
"teaching" => array:11 [
0 => Essec\Faculty\Model\TeachingItem {#6218
#_index: null
#_id: null
#_source: array:7 [
"startDate" => null
"endDate" => "2020"
"program" => null
"label" => array:2 [
"fr" => "Le rôle de la tangibilité de l'essai d'un produit dans le processus de décision d'achat"
"en" => "Le rôle de la tangibilité de l'essai d'un produit dans le processus de décision d'achat"
]
"type" => array:2 [
"fr" => "Directeur de thèse"
"en" => "Thesis director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
1 => Essec\Faculty\Model\TeachingItem {#6215
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2018"
"endDate" => "2018"
"program" => null
"label" => array:2 [
"fr" => "Les méthodes de prévision des ventes des produits innovants"
"en" => "Seminar :" Les méthodes de prévision des ventes des produits innovants""
]
"type" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"institution" => array:2 [
"fr" => "Cartier"
"en" => "Cartier"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
2 => Essec\Faculty\Model\TeachingItem {#6219
#_index: null
#_id: null
#_source: array:7 [
"startDate" => null
"endDate" => "2018"
"program" => null
"label" => array:2 [
"fr" => "Comment la qualité technique de l'image médiatisée par un écran ultra-haute définition modifie-t-elle le traitement cognitif de l'information, la qualité d'expérience, et le rapport à la réalité?"
"en" => "Comment la qualité technique de l'image médiatisée par un écran ultra-haute définition modifie-t-elle le traitement cognitif de l'information, la qualité d'expérience, et le rapport à la réalité?"
]
"type" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
3 => Essec\Faculty\Model\TeachingItem {#6221
#_index: null
#_id: null
#_source: array:7 [
"startDate" => null
"endDate" => "2018"
"program" => null
"label" => array:2 [
"fr" => "Les déterminants de la décision d'émettre du bouche-à-oreille sollicité: le cas des contributeurs à une campagne de financement participatif"
"en" => "Les déterminants de la décision d'émettre du bouche-à-oreille sollicité: le cas des contributeurs à une campagne de financement participatif"
]
"type" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
4 => Essec\Faculty\Model\TeachingItem {#6216
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2017"
"endDate" => "2017"
"program" => null
"label" => array:2 [
"fr" => "Co-innover avec ses clients"
"en" => "Seminar : "Co-innover avec ses clients""
]
"type" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"institution" => array:2 [
"fr" => "Pomona"
"en" => "Pomona"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
5 => Essec\Faculty\Model\TeachingItem {#6220
#_index: null
#_id: null
#_source: array:7 [
"startDate" => null
"endDate" => "2014"
"program" => null
"label" => array:2 [
"fr" => "Les freins à l'achat d'occasion en ligne: le rôle des lois de la magie sympathique"
"en" => "Les freins à l'achat d'occasion en ligne: le rôle des lois de la magie sympathique"
]
"type" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
6 => Essec\Faculty\Model\TeachingItem {#6223
#_index: null
#_id: null
#_source: array:7 [
"startDate" => null
"endDate" => "2014"
"program" => null
"label" => array:2 [
"fr" => "Effet du bouche-à-oreille en ligne sur les décisions d'achat: le cas des avis de consommateurs sur plateforme Internet"
"en" => "Effet du bouche-à-oreille en ligne sur les décisions d'achat: le cas des avis de consommateurs sur plateforme Internet"
]
"type" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
7 => Essec\Faculty\Model\TeachingItem {#6214
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2013"
"endDate" => "2013"
"program" => null
"label" => array:2 [
"fr" => "Méthode d'analyse stratégique marketing des normes et règlements"
"en" => "Seminar : "Méthode d'analyse stratégique marketing des normes et règlements""
]
"type" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"institution" => array:2 [
"fr" => "Michelin"
"en" => "Michelin"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
8 => Essec\Faculty\Model\TeachingItem {#6222
#_index: null
#_id: null
#_source: array:7 [
"startDate" => null
"endDate" => "2013"
"program" => null
"label" => array:2 [
"fr" => "La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs"
"en" => "La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs"
]
"type" => array:2 [
"fr" => "Directeur de thèse"
"en" => "Thesis director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
9 => Essec\Faculty\Model\TeachingItem {#6217
#_index: null
#_id: null
#_source: array:7 [
"startDate" => "2011"
"endDate" => "2011"
"program" => null
"label" => array:2 [
"fr" => "Séminaire : "Consumers’ revenge""
"en" => "Seminar : "Consumers’ revenge""
]
"type" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"institution" => array:2 [
"fr" => "KPMG"
"en" => "KPMG"
]
"country" => array:2 [
"fr" => "Pays-Bas"
"en" => "Netherlands"
]
]
+lang: "fr"
}
10 => Essec\Faculty\Model\TeachingItem {#6224
#_index: null
#_id: null
#_source: array:7 [
"startDate" => null
"endDate" => "2009"
"program" => null
"label" => array:2 [
"fr" => "Opérations participatives des marques: pourquoi et comment faire participer les consommateurs?"
"en" => "Opérations participatives des marques: pourquoi et comment faire participer les consommateurs?"
]
"type" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
}
]
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0 => Essec\Faculty\Model\ExtraActivity {#6202
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]
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]
"institution" => array:2 [
"fr" => null
"en" => null
]
"country" => array:2 [
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}
7 => Essec\Faculty\Model\ExtraActivity {#6209
#_index: null
#_id: null
#_source: array:9 [
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"en" => "Consulting"
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"label" => array:2 [
"fr" => ""Consumers’ revenge" (La revanche des consommateurs), KPMG"
"en" => "Consumers’ revenge, KPMG"
]
"institution" => array:2 [
"fr" => null
"en" => null
]
"country" => array:2 [
"fr" => null
"en" => null
]
]
+lang: "fr"
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}
8 => Essec\Faculty\Model\ExtraActivity {#6210
#_index: null
#_id: null
#_source: array:9 [
"startDate" => "2015-05-01"
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"type" => array:2 [
"fr" => "Activités de recherche"
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]
"subType" => array:2 [
"fr" => "Co-direction d'une revue - Co-rédacteur en chef"
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]
"label" => array:2 [
"fr" => "Co-Rédacteur en chef - Décisions Marketing"
"en" => "Associate editor - Décisions Marketing"
]
"institution" => array:2 [
"fr" => null
"en" => null
]
"country" => array:2 [
"fr" => null
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]
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}
9 => Essec\Faculty\Model\ExtraActivity {#6211
#_index: null
#_id: null
#_source: array:9 [
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"subType" => array:2 [
"fr" => "Membre d'un comité de lecture"
"en" => "Editorial Board Membership"
]
"label" => array:2 [
"fr" => "Membre du comité de lecture - Décisions Marketing"
"en" => "Editorial board membership - Décisions Marketing"
]
"institution" => array:2 [
"fr" => null
"en" => null
]
"country" => array:2 [
"fr" => null
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]
]
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}
10 => Essec\Faculty\Model\ExtraActivity {#6212
#_index: null
#_id: null
#_source: array:9 [
"startDate" => "2004-01-01"
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"subType" => array:2 [
"fr" => "Membre d'un comité de lecture"
"en" => "Editorial Board Membership"
]
"label" => array:2 [
"fr" => "Membre du comité de lecture - Recherche et Applications en Marketing"
"en" => "Editorial board membership - Recherche et Applications en Marketing"
]
"institution" => array:2 [
"fr" => null
"en" => null
]
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"fr" => null
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]
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}
11 => Essec\Faculty\Model\ExtraActivity {#6213
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#_id: null
#_source: array:9 [
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"type" => array:2 [
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"fr" => "Rôle d’expert ou évaluateur dans une organisation de recherche"
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]
"label" => array:2 [
"fr" => "Expert pour le Haut Conseil de l'Evaluation de la Recherche et de l'Enseignement Supérieur (HCERES)"
"en" => "Expert for HCERES (High Council for the Evaluation of Research and Higher Education)"
]
"institution" => array:2 [
"fr" => "Haut Conseil de l'Evaluation de la Recherche et de l'Enseignement Supérieur"
"en" => "Haut Conseil de l'Evaluation de la Recherche et de l'Enseignement Supérieur"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
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}
]
"theses" => array:7 [
0 => Essec\Faculty\Model\These {#6236
#_index: null
#_id: null
#_source: array:9 [
"year" => "2014"
"startDate" => null
"endDate" => "2014"
"student" => "BEZANCON M."
"firstJob" => "Université de Savoie"
"label" => array:2 [
"fr" => "Les freins à l'achat d'occasion en ligne: le rôle des lois de la magie sympathique"
"en" => "The negative motivations on buying second hand online: the role of sympathic magic laws"
]
"role" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
1 => Essec\Faculty\Model\These {#6237
#_index: null
#_id: null
#_source: array:9 [
"year" => "2014"
"startDate" => null
"endDate" => "2014"
"student" => "CADARIO R."
"firstJob" => "Boston University"
"label" => array:2 [
"fr" => "Effet du bouche-à-oreille en ligne sur les décisions d'achat: le cas des avis de consommateurs sur plateforme Internet"
"en" => "Effect of online word-of-mouth on purchase decisions: the case of consumer reviews on Internet platforms"
]
"role" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
2 => Essec\Faculty\Model\These {#6238
#_index: null
#_id: null
#_source: array:9 [
"year" => "2013"
"startDate" => null
"endDate" => "2013"
"student" => "DE CAMPOS RIBEIRO G."
"firstJob" => "ESSEC Business School, Research Engineer"
"label" => array:2 [
"fr" => "La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs"
"en" => "The Revenge of the Dissatisfied Consumer on the Internet and the Effect on the Attitudes of Other Consumers"
]
"role" => array:2 [
"fr" => "Directeur de thèse"
"en" => "Thesis director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
3 => Essec\Faculty\Model\These {#6239
#_index: null
#_id: null
#_source: array:9 [
"year" => "2018"
"startDate" => null
"endDate" => "2018"
"student" => "LACAN C."
"firstJob" => "Université de Perpignan"
"label" => array:2 [
"fr" => "Les déterminants de la décision d'émettre du bouche-à-oreille sollicité: le cas des contributeurs à une campagne de financement participatif"
"en" => "Determinants of the decision to spread solicited word-of-mouth: the case of contributors to a crowdfunding campaign"
]
"role" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
4 => Essec\Faculty\Model\These {#6240
#_index: null
#_id: null
#_source: array:9 [
"year" => "2018"
"startDate" => null
"endDate" => "2018"
"student" => "LACHAT A."
"firstJob" => ""
"label" => array:2 [
"fr" => "Comment la qualité technique de l'image médiatisée par un écran ultra-haute définition modifie-t-elle le traitement cognitif de l'information, la qualité d'expérience, et le rapport à la réalité?"
"en" => "How does the technical quality of the image mediated by an ultra-high definition screen modify the cognitive processing of information, the quality of experience, and the relationship to reality?"
]
"role" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
5 => Essec\Faculty\Model\These {#6241
#_index: null
#_id: null
#_source: array:9 [
"year" => "2020"
"startDate" => null
"endDate" => "2020"
"student" => "LOUPIAC P."
"firstJob" => "Toulouse Business School"
"label" => array:2 [
"fr" => "Le rôle de la tangibilité de l'essai d'un produit dans le processus de décision d'achat"
"en" => "The role of the tangibility of product trial in the purchase decision process"
]
"role" => array:2 [
"fr" => "Directeur de thèse"
"en" => "Thesis director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
6 => Essec\Faculty\Model\These {#6242
#_index: null
#_id: null
#_source: array:9 [
"year" => "2009"
"startDate" => null
"endDate" => "2009"
"student" => "RENIOU F."
"firstJob" => "Neoma Business School"
"label" => array:2 [
"fr" => "Opérations participatives des marques: pourquoi et comment faire participer les consommateurs?"
"en" => "Participative brand campaings: why and how to involve consumers?"
]
"role" => array:2 [
"fr" => "Co-directeur de thèse"
"en" => "Thesis co-director"
]
"institution" => array:2 [
"fr" => "Université Paris-Dauphine, PSL"
"en" => "Université Paris-Dauphine, PSL"
]
"country" => array:2 [
"fr" => "France"
"en" => "France"
]
]
+lang: "fr"
+"parent": Essec\Faculty\Model\Profile {#6196}
}
]
"indexedAt" => "2024-04-19T23:21:22.000Z"
"contributions" => array:74 [
0 => Essec\Faculty\Model\Contribution {#6243
#_index: "academ_contributions"
#_id: "991"
#_source: array:18 [
"id" => "991"
"slug" => "differential-effects-of-price-beating-versus-price-matching-guarantee-on-retailers-price-image"
"yearMonth" => "2005-01"
"year" => "2005"
"title" => "Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image"
"description" => "DESMET, P. et LE NAGARD, E. (2005). Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image. <i>Journal of Product and Brand Management</i>, pp. 393-399."
"authors" => array:2 [
0 => array:2 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:10"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "393-399"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le but du papier est d'étudier l'effet d'une garantie de remboursement des prix sur l'image de l'enseigne, et sur l'intention de revenir dans cette enseigne. Deux types de garantie de remboursement des prix sont étudiés, une garantie de remboursement de la différence simple, et une garantie de sur-remboursement, où le magasin offre une compensation (ici, dix fois la différence)."
"en" => "The purpose is to study the effect of a low-price guarantee (PG) on store price image and store patronage intention. Two kinds of low-price guarantee are studied, a price-matching guarantee (PMG) where the price difference is refunded and a price-beating guarantee (PBG) where a retailer offers an additional compensation (in this case ten times the price difference)."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
1 => Essec\Faculty\Model\Contribution {#6245
#_index: "academ_contributions"
#_id: "1055"
#_source: array:18 [
"id" => "1055"
"slug" => "economie-et-marketing-quelles-proximites"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Economie et marketing : quelles proximités ?"
"description" => "BENGHOZI, J.P., LE NAGARD, E. et MARUANI, L. (1999). Economie et marketing : quelles proximités ? <i>Revue Française de Gestion</i>, pp. 91-98."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "BENGHOZI J.P."
]
2 => array:1 [
"name" => "MARUANI L."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "91-98"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les différences entre économie et marketing sont plus complexes qu'il n'y paraît, comme en témoignent les évolutions récentes des deux disciplines. L'article analyse les relations entre les deux disciplines, à travers certains outils d'analyse comme la rationalité du consommateur, ou certains champs d'application comme les technologies de l'information. En conclusion l'article montre que la différence n'est pas de type science fondamentale/science appliquée, mais montre l'intérêt d'un contrôle croisé entre les deux disciplines."
"en" => "Differences between economics and marketing are more complex than it seems. New developments in both sciences tend to prove it. The paper analyses the relationships between the two domains, using examples like the consumer rationality, or application topics like information technologies. The paper finally proves that the difference is not a difference between a fondamental science and an applied one, and shows the interest for a better integration between marketing and economics."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
2 => Essec\Faculty\Model\Contribution {#6247
#_index: "academ_contributions"
#_id: "1549"
#_source: array:18 [
"id" => "1549"
"slug" => "la-prevision-des-ventes-dun-nouveau-produit-de-telecommunication-probit-ou-theorie-des-avalanches"
"yearMonth" => "1995-01"
"year" => "1995"
"title" => "La prévision des ventes d'un nouveau produit de télécommunication : probit ou théorie des avalanches ?"
"description" => "LE NAGARD, E. et STEYER, A. (1995). La prévision des ventes d'un nouveau produit de télécommunication : probit ou théorie des avalanches ? <i>Recherche et Applications en Marketing</i>, pp. 57-68."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "STEYER A."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:26"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "57-68"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article fait le point sur les difficultés spécifiques à la prévision des ventes des nouveaux produits de télécommunications : externalités de réseau, substitution intergénération, valeur d'option. Il expose ensuite un modèle probit de modélisation des décisions d'achat. Au vu des premiers résultats de vente, il apparaît que ce modèle est inadéquat pour la prévision. L'article cherche à améliorer les prévisions ex ante, en utilisant le modèle de Bass, - dont la saturation se révèle trop rapide -, puis le modèle des avalanches."
"en" => "This article presents the specific difficulties of sales forecasting for new telecommunication products : network externalities, substitution between successive generations, and option value. A probit model of purchase decision is then presented. According to the first results of sales, it appears that this model is inadequate for forecasting. The article attemps to improve ex ante forecastings, using the Bass model - where saturation appears to be too fast, and then, using the avalanche model."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
3 => Essec\Faculty\Model\Contribution {#6244
#_index: "academ_contributions"
#_id: "1634"
#_source: array:18 [
"id" => "1634"
"slug" => "le-concept-dexternalite-de-reseau-et-ses-apports-au-marketing"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Le concept d'externalité de réseau et ses apports au marketing"
"description" => "LE NAGARD, E. (1999). Le concept d'externalité de réseau et ses apports au marketing. <i>Recherche et Applications en Marketing</i>, pp. 59-78."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "59-78"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'externalité de réseau signifie que l'utilité d'un produit est liée positivement au nombre de consommateurs possédant le même produit. Cette notion déborde aujourd'hui le cadre des industries de la communication. Cet article fait le point sur le concept, présente les différentes modélisations et mesures empiriques, puis analyse les conséquences de l'existence des externalités de réseau, et donc l'intérêt de leur étude en marketing."
"en" => "The concept of network externality refers to the case where the utility of a given product is positively related to the number of consumers owning the same product. This concept is no longer restricted to the domain of communication industries, where it was originally introduced. This article first presents the concept, its different modelizations and empirical measures. It then investigates the marketing consequences of network externalities thereby stressing their importance for the study of marketing."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
4 => Essec\Faculty\Model\Contribution {#6248
#_index: "academ_contributions"
#_id: "1714"
#_source: array:18 [
"id" => "1714"
"slug" => "le-role-de-la-contagion-physique-negative-dans-lachat-dun-produit-doccasion-vendu-en-ligne"
"yearMonth" => "2018-12"
"year" => "2018"
"title" => "Le rôle de la contagion physique négative dans l’achat d’un produit d’occasion vendu en ligne"
"description" => "BEZANÇON, M., GUIOT, D. et LE NAGARD, E. (2018). Le rôle de la contagion physique négative dans l’achat d’un produit d’occasion vendu en ligne. <i>Recherche et Applications en Marketing</i>, 34(4), pp. 3-30."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "BEZANÇON M."
]
2 => array:1 [
"name" => "GUIOT D."
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Achat d’occasion"
1 => "Contagion"
2 => "Internet"
3 => "Qualité perçue"
4 => "Risque Perçu"
]
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "https://journals.sagepub.com/doi/10.1177/0767370118812556"
"publicationInfo" => array:3 [
"pages" => "3-30"
"volume" => "34"
"number" => "4"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La perception d’une contagion physique négative a été identifiée dans la littérature comme un frein à l’achat de produits d’occasion dans un contexte hors ligne. Compte tenu du développement de l’achat d’occasion sur Internet, cet article étudie l’effet de la saillance du contact entre le propriétaire précédent et le produit sur l’achat de produits d’occasion en ligne. Une première expérimentation montre un effet de contagion physique négative sur l’intention d’achat, effet médiatisé par le risque perçu physique. Or, de nombreux acteurs de l’occasion sur Internet adoptent des stratégies de présentation visant à accentuer la similitude avec le neuf. Une deuxième expérimentation montre que la similitude avec un produit neuf permet de réduire ce risque perçu physique pour les individus non-experts de la catégorie de produits, tandis qu’elle dégrade la qualité perçue pour les experts. Dans les deux expérimentations menées, l’effet du dégoût, qui joue un rôle important dans les circuits de distribution physiques, s’avère non significatif."
"en" => "The perception of a negative physical contagion has been identified in the literature as a negative motivation on the purchase of second-hand products in an offline context. Given the development of second-hand buying on the Internet, this article looks at the effect of contact saliency between the previous owner and the product on the purchase of second-hand products online."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
5 => Essec\Faculty\Model\Contribution {#5851
#_index: "academ_contributions"
#_id: "1884"
#_source: array:18 [
"id" => "1884"
"slug" => "les-strategies-de-compatibilite-dans-les-industries-de-la-communication"
"yearMonth" => "1997-01"
"year" => "1997"
"title" => "Les Stratégies de Compatibilité dans les Industries de la Communication"
"description" => "LE NAGARD, E. (1997). Les Stratégies de Compatibilité dans les Industries de la Communication. <i>Communications & Strategies</i>, pp. 103-129."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:36"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "103-129"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article se propose d'examiner les comportements des différents acteurs à l'oeuvre lors du lancement d'un nouveau standard incompatible et les différentes stratégies utilisées afin de tirer quelques enseignements pour les nouveaux secteurs de la société de l'information."
"en" => "This article proposes to examine the behaviour of different players to work at the time of the launch of a new incompatible standard and the different strategies used in order to gain education for the new sectors of the information society."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
6 => Essec\Faculty\Model\Contribution {#6246
#_index: "academ_contributions"
#_id: "1937"
#_source: array:18 [
"id" => "1937"
"slug" => "limpact-des-externalites-de-reseau-sur-le-management-des-services"
"yearMonth" => "2000-01"
"year" => "2000"
"title" => "L'impact des externalités de réseau sur le management des services"
"description" => "LE NAGARD, E. (2000). L'impact des externalités de réseau sur le management des services. <i>Market Management</i>, pp. 22-31."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:38"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "22-31"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue professionnelle"
"en" => "Professional journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La "nouvelle économie" a remis au goût du jour le concept d'externalité de réseau. La théorie, formalisée dans les années 70, stipule que l'utilité d'un produit pour un individu donné est directement liée au nombre de clients qui le possèdent. Activités de réseau par excellence, soumises aux aléas d'une concurrence exacerbée, largement fondée sur l'effet de taille et l'innovation, les services ont étonnamment méconnu la notion jusqu'alors. L'article, après avoir exposé le concept dans le contexte particulier des activités de service, examine ses implications marketing et analyse quelques exemples de stratégies induites."
"en" => "The network externality theory appeared in the 70's and says that the utility of a product for a given consumer is positively related to the number of consumers who own it. Services are network-based activities, characterized by a fierce competitive environment. The paper presents the applications and marketing implications of the network externality theory in services. It analyses several examples of strategies based on this paradigm."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
7 => Essec\Faculty\Model\Contribution {#6249
#_index: "academ_contributions"
#_id: "2073"
#_source: array:18 [
"id" => "2073"
"slug" => "modeling-the-impact-of-product-preannouncements-in-the-context-of-indirect-network-externalities"
"yearMonth" => "2001-09"
"year" => "2001"
"title" => "Modeling the Impact of Product Preannouncements in the Context of Indirect Network Externalities"
"description" => "LE NAGARD, E. et MANCEAU, D. (2001). Modeling the Impact of Product Preannouncements in the Context of Indirect Network Externalities. <i>International Journal of Research in Marketing</i>, pp. 203-219."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "203-219"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans beaucoup d'industries de biens durables qui sont utilisés avec des produits complémentaires, les entreprises pré-annoncent leurs nouveaux produits bien avant le lancement commercial. L'article analyse les raisons de ces préannonces en présence d'externalités de réseau indirectes. Nous développons un modèle pour analyse comment, avant le lancement, les perceptions des consommateurs et des fournisseurs de programmes influencent la pénétration du matériel après le lancement. Alors que des attentes plus positives des consommateurs conduisent toujours à une pénétration plus importante à long terme, i peut arriver que des anticipations plus fortes des fournisseurs de produits complémentaires conduisent à un taux de pénétration plus faible, si elles sont plus faibles que celles des consommateurs."
"en" => "In many of the industries where durable products are used with complementary products, companies announce their new durable products long before their market introduction. This paper analyzes the rationale for product preannouncements in the context of indirect network externalities. We develop a model to analyze how both build consumers' and program providers' prior-to-launch perceptions affect the new hardware product's penetration. While higher consumer expectations always induce a higher penetration rate in the long run, it might occur that the higher expectations amongst the providers of complementary products lead to a lower penetration rate if such expectations remain lower that the ones that consumers have."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
8 => Essec\Faculty\Model\Contribution {#6250
#_index: "academ_contributions"
#_id: "2395"
#_source: array:18 [
"id" => "2395"
"slug" => "refund-depth-effects-on-the-impact-of-price-beating-guarantees"
"yearMonth" => "2012-05"
"year" => "2012"
"title" => "Refund Depth Effects on the Impact of Price-Beating Guarantees"
"description" => "DESMET, P., LE NAGARD, E. et ESPOSITO VINZI, V. (2012). Refund Depth Effects on the Impact of Price-Beating Guarantees. <i>Journal of Business Research</i>, 65(5), pp. 603-608."
"authors" => array:3 [
0 => array:2 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
2 => array:3 [
"name" => "ESPOSITO VINZI Vincenzo"
"bid" => "B00067049"
"slug" => "esposito-vinzi-vincenzo"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Price-matching guarantees"
1 => "Price image"
2 => "Retailing"
3 => "Price-beating guarantees"
4 => "Retail pricing"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://doi.org/10.1016/j.jbusres.2011.02.034"
"publicationInfo" => array:3 [
"pages" => "603-608"
"volume" => "65"
"number" => "5"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Refund depth may influence the effectiveness of a price guarantee when a store offers to reimburse customers more than the price difference. Using an experimental study that features real stores with high credibility, this article shows that a simple price-matching guarantee has no effect on either the perceived value of an offer or intentions to visit the store. Low and high penalty levels have smaller effects than intermediate penalties, but the believability of price guarantee offers that contain a penalty remain constant; this finding may reflect a general distrust of additional penalties."
"en" => "Refund depth may influence the effectiveness of a price guarantee when a store offers to reimburse customers more than the price difference. Using an experimental study that features real stores with high credibility, this article shows that a simple price-matching guarantee has no effect on either the perceived value of an offer or intentions to visit the store. Low and high penalty levels have smaller effects than intermediate penalties, but the believability of price guarantee offers that contain a penalty remain constant; this finding may reflect a general distrust of additional penalties."
]
"authors_fields" => array:2 [
"fr" => "Systèmes d’Information, Sciences de la Décision et Statistiques"
"en" => "Information Systems, Decision Sciences and Statistics"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
9 => Essec\Faculty\Model\Contribution {#6251
#_index: "academ_contributions"
#_id: "2532"
#_source: array:18 [
"id" => "2532"
"slug" => "strategies-de-constitution-et-de-valorisation-daudience-sur-le-web"
"yearMonth" => "1998-10"
"year" => "1998"
"title" => "Stratégies de constitution et de valorisation d'audience sur le Web"
"description" => "LE NAGARD, E. et SOMMER, T. (1998). Stratégies de constitution et de valorisation d'audience sur le Web. <i>Communications & Strategies</i>, pp. 229-254."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "SOMMER T."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:55"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "229-254"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Si l'on examine les spécificités d'Internet par rapport aux autres médias, on constate que son caractère multimédia et interactif permet d'autres modes de constitution de l'audience, et aussi d'autres modes de valorisation économique de cette audience. L'article examine les différentes stratégies des sites Web à vocation commerciale. Le modèle initial de financement indirect est celui de la vente d'espaces publicitaires tarifés à la page vue, mais de nouveaux modes de tarification apparaissent. On passe ainsi d'une valorisation d'un simple contact à la recherche d'une fidélisation des internautes, afin de constituer des fichiers ciblés, qui peuvent être revendus, comme dans le modèle actuel du marketing direct. L'hypothèse de l'article est que plus les informations collectées sur les internautes sont détaillées, plus elles seront utiles, mais également coûteuses à collecter. Il faut en effet pouvoir inciter les internautes à révéler ces informations. Il existe ainsi un lien entre coût de constitution et recettes de valorisation de l'audience."
"en" => "Examination of the specific features of the Internet in comparison with the other media shows that its multimedia, interactive nature allows other ways of constituting an audience and also other ways of economic use of this audience. The various strategies of commercially-orientated Web sites is examined. The initial indirect funding model is that of the sale of advertising space priced per page seen, but new pricing methods are appearing. There is thus a transition from the use of a simple contact to seeking to make internauts faithful and to establish targeted mailing lists that can be sold, as in the present direct marketing model. The hypothesis put forward is that the more detailed the information on internauts the more useful it is, but it also becomes expensive to collect. Indeed, it should be possible to encourage internauts to reveal this information. There is thus a link between the cost of constituting an audience and the benefits drawn from its use."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
10 => Essec\Faculty\Model\Contribution {#6252
#_index: "academ_contributions"
#_id: "2620"
#_source: array:18 [
"id" => "2620"
"slug" => "the-determinants-of-approval-of-online-consumer-revenge"
"yearMonth" => "2018-03"
"year" => "2018"
"title" => "The Determinants of Approval of Online Consumer Revenge"
"description" => "DE CAMPOS RIBEIRO, G., BUTORI, R. et LE NAGARD, E. (2018). The Determinants of Approval of Online Consumer Revenge. <i>Journal of Business Research</i>, 88, pp. 212-221."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "DE CAMPOS RIBEIRO G."
]
2 => array:1 [
"name" => "BUTORI Raphaëlle"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Attribution de la faute"
1 => "Bouche à oreille électronique"
2 => "Empathie situationnelle"
3 => "Insatisfaction"
4 => "Vengeance du consommateur"
]
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "https://doi.org/10.1016/j.jbusres.2018.03.024"
"publicationInfo" => array:3 [
"pages" => "212-221"
"volume" => "88"
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Internet est un outil particulièrement puissant pour diffuser des messages vindicatifs de clients très insatisfaits qui souhaitent nuire à la réputation des entreprises. Cet article vise à identifier les déterminants de l'approbation par un tiers d'un message vindicatif en ligne et à\n
évaluer l'impact de cette approbation sur leur intention de transmettre le message à d'autres internautes. Nous conduisons trois études pour montrer que 1) l'approbation par le spectateur du message vindicatif explique son intention de le transmettre, 2) l'approbation du message n'est liée ni à l'équilibre entre le préjudice initial subi par la vengeance\n
consommateur et les conséquences de sa vengeance sur l'entreprise, ni à la présence d'excuses; il est lié à l'empathie des consommateurs vis-à-vis du vengeur et leur attribution de la faute à l'entreprise ainsi que leur expérience d'achat précédente.
"""
"en" => """
Because of its audience and ease of use, the Internet is a particularly powerful tool for spreading the vindictive messages of highly unsatisfied customers who wish to harm companies' reputations.\n
This article aims to identify the determinants of bystanders' approval of an online vindictive message and to assess the impact of this approval on their intention to forward the message to other Internet users. We conduct three studies to show that 1) bystanders' approval of the vindictive message explains their intention to forward it, 2) the approval of the message is related neither to the balance between the initial harm suffered by the avenging consumer and the consequences of his/her revenge on the company, nor to the presence of apologies from the company; rather it is related to bystander consumers' empathy with the avenger and their attribution of blame to the company as well as \n
their previous purchasing experience.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
11 => Essec\Faculty\Model\Contribution {#6253
#_index: "academ_contributions"
#_id: "2852"
#_source: array:18 [
"id" => "2852"
"slug" => "vers-un-marketing-relationnel-et-tribal-la-transformation-des-operateurs-de-telecommunications"
"yearMonth" => "1997-05"
"year" => "1997"
"title" => "Vers un marketing relationnel et tribal : la transformation des opérateurs de télécommunications"
"description" => "LE NAGARD, E. et STEYER, A. (1997). Vers un marketing relationnel et tribal : la transformation des opérateurs de télécommunications. <i>Décisions Marketing</i>, pp. 21-29."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "STEYER A."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "21-29"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Longtemps considérés comme des entreprises où la composante technologique était déterminante, les opérateurs de télécommunications découvrent aujourd'hui le rôle stratégique de la relation clientèle. L'article se propose d'examiner en quoi les développements théoriques du marketing relationnel peuvent aider les opérateurs de réseau à devenir des entreprises de services, en s'appuyant sur un exemple : celui de Tatoo."
"en" => "Long considered as technology-oriented firms, telecommunication operators now discover the strategic role of customer relationship. The aim of the article is to use relationship marketing theory to see how it can help telecommunication operators to become real service companies, using a detailed example."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
12 => Essec\Faculty\Model\Contribution {#6254
#_index: "academ_contributions"
#_id: "3140"
#_source: array:18 [
"id" => "3140"
"slug" => "le-marketing-de-linnovation-de-la-creation-au-lancement-de-nouveaux-produits"
"yearMonth" => "2011-09"
"year" => "2011"
"title" => "Le marketing de l'innovation. De la création au lancement de nouveaux produits"
"description" => "LE NAGARD, E. et MANCEAU, D. (2011). <i>Le marketing de l'innovation. De la création au lancement de nouveaux produits</i>. Dunod, 350 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => ""
"keywords" => array:3 [
0 => "Innovation"
1 => "Marketing"
2 => "Nouveaux produits"
]
"updatedAt" => "2021-09-06 16:57:02"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Ce livre permet de comprendre de maitriser les décisions et les processus inhérents au marketing de l'innovation, dans tous les secteurs. Il fait le point sur les théories et méthodes les plus récentes, analyse les enjeux du marketing de l'innovation, et étudie l'ensemble des étapes, des décisions stratégiques aux choix opérationnels."
"en" => "This book allows us to understand and master the different decisions and processes relative to the marketing of innovation, in all sectors. It presents the most recent theories and methods, analyses the stakes of innovation marketing, and studies all the different steps from strategic decisions to implementation."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
13 => Essec\Faculty\Model\Contribution {#6255
#_index: "academ_contributions"
#_id: "3218"
#_source: array:18 [
"id" => "3218"
"slug" => "marketing-des-nouveaux-produits-de-la-creation-au-lancement"
"yearMonth" => "2005-01"
"year" => "2005"
"title" => "Marketing des nouveaux produits. De la création au lancement"
"description" => "LE NAGARD, E. et MANCEAU, D. (2005). <i>Marketing des nouveaux produits. De la création au lancement</i>. Dunod, 337 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Il s'agit d'un manuel avancé à destination des étudiants suivant une spécialisation marketing, ou des professionnels. L'ouvrage présente de nombreux cas concrets originaux et fait le point sur la littérature concernant l'adoption des nouveaux produits et leur diffusion, la stratégie d'innovation, le processus de développement et les différentes études utilisées aux différents stades, ainsi que les stratégies de lancement. Un chapitre aborde également les spécificités du développement des nouveaux produits en BtoB et des nouveaux services."
"en" => "This is a textbook aimed at students specialized in marketing, or professionals. The book presents many original cases, and summarizes the academic literature on topics like new product adoption and diffusion, innovation strategies, new product development and the different research techniques used at each stage, and launching strategies. One chapter is devoted to the specificities of developing new products in a BtoB environment, and new services."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
14 => Essec\Faculty\Model\Contribution {#6256
#_index: "academ_contributions"
#_id: "3262"
#_source: array:18 [
"id" => "3262"
"slug" => "principe-de-marketing"
"yearMonth" => "2007-08"
"year" => "2007"
"title" => "Principe de marketing"
"description" => "LE NAGARD, E. et LARDINOIT, T. (2007). <i>Principe de marketing</i>. Pearson Education France, 413 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
15 => Essec\Faculty\Model\Contribution {#6257
#_index: "academ_contributions"
#_id: "3263"
#_source: array:18 [
"id" => "3263"
"slug" => "principes-de-marketing"
"yearMonth" => "2013-06"
"year" => "2013"
"title" => "Principes de marketing"
"description" => "LE NAGARD, E. et LARDINOIT, T. (2013). <i>Principes de marketing</i>. Pearson, 528 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 16:57:02"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Une nouvelle édition très complète - Les problématiques et tendances les plus actuelles : l'importance croissante de la responsabilité sociale de l'entreprise et du développement durable, le rôle des médias sociaux, la montée en puissance du " consommacteur ", les évolutions technologiques récentes et leurs conséquences sur tous les aspects du mix (en particulier les vecteurs de communication et de distribution).\n
- Les axes forts développés par Philip Kotler : l'importance de la relation client et de la stratégie de marque, la mesure des performances, l'éthique, etc.
"""
"en" => """
Une nouvelle édition très complète - Les problématiques et tendances les plus actuelles : l'importance croissante de la responsabilité sociale de l'entreprise et du développement durable, le rôle des médias sociaux, la montée en puissance du " consommacteur ", les évolutions technologiques récentes et leurs conséquences sur tous les aspects du mix (en particulier les vecteurs de communication et de distribution).\n
- Les axes forts développés par Philip Kotler : l'importance de la relation client et de la stratégie de marque, la mesure des performances, l'éthique, etc.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
16 => Essec\Faculty\Model\Contribution {#6258
#_index: "academ_contributions"
#_id: "3264"
#_source: array:18 [
"id" => "3264"
"slug" => "principes-de-marketing"
"yearMonth" => "2016-05"
"year" => "2016"
"title" => "Principes de marketing"
"description" => "LE NAGARD, E., LARDINOIT, T., DION, D., BUTORI, R. et OBLE, F. (2016). <i>Principes de marketing</i>. 13 ed. Pearson, 517 pages."
"authors" => array:5 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
2 => array:3 [
"name" => "DION Delphine"
"bid" => "B00656347"
"slug" => "dion-delphine"
]
3 => array:3 [
"name" => "OBLE Frédéric"
"bid" => "B00000402"
"slug" => "oble-frederic"
]
4 => array:1 [
"name" => "BUTORI Raphaëlle"
]
]
"ouvrage" => ""
"keywords" => array:2 [
0 => "Management"
1 => "Marketing"
]
"updatedAt" => "2021-09-06 16:57:02"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Tout en conservant les caractéristiques qui ont fait son succès, cette nouvelle édition se caractérise par :\n
• Une approche résolument concrète : plus de deux cents exemples récents tirés d'entreprises mondialement connues et plus de vingt encadrés \n
« Marketing en actions » exposant un cas d'entreprise.\n
• Une adaptation remarquable au contexte français et européen.\n
• Une intégration des problématiques et tendances les plus actuelles.\n
• Une mise en œuvre facilitée entre le manuel et la plateforme MyLab | version française.
"""
"en" => """
Tout en conservant les caractéristiques qui ont fait son succès, cette nouvelle édition se caractérise par :\n
• Une approche résolument concrète : plus de deux cents exemples récents tirés d'entreprises mondialement connues et plus de vingt encadrés \n
« Marketing en actions » exposant un cas d'entreprise.\n
• Une adaptation remarquable au contexte français et européen.\n
• Une intégration des problématiques et tendances les plus actuelles.\n
• Une mise en œuvre facilitée entre le manuel et la plateforme MyLab | version française.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
17 => Essec\Faculty\Model\Contribution {#6259
#_index: "academ_contributions"
#_id: "3265"
#_source: array:18 [
"id" => "3265"
"slug" => "principes-de-marketing-label-fnege-2020"
"yearMonth" => "2019-05"
"year" => "2019"
"title" => "Principes de marketing [Label FNEGE 2020]"
"description" => "LE NAGARD, E., LARDINOIT, T., DION, D., BUTORI, R. et OBLE, F. (2019). <i>Principes de marketing [Label FNEGE 2020]</i>. 14 ed. Pearson, 544 pages."
"authors" => array:5 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
2 => array:3 [
"name" => "DION Delphine"
"bid" => "B00656347"
"slug" => "dion-delphine"
]
3 => array:3 [
"name" => "OBLE Frédéric"
"bid" => "B00000402"
"slug" => "oble-frederic"
]
4 => array:1 [
"name" => "BUTORI Raphaëlle"
]
]
"ouvrage" => ""
"keywords" => array:2 [
0 => "Management"
1 => "Marketing"
]
"updatedAt" => "2021-09-30 13:08:45"
"publicationUrl" => "https://www.pearson.fr/fr/book/?GCOI=27440100461880"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Écrit par les deux experts mondiaux de la discipline, Gary Armstrong et Philip Kotler, et entièrement adapté au contexte français par une équipe d'auteurs spécialistes dans leur domaine, ce livre constitue une initiation complète, accessible et attractive aux grands domaines du marketing. Tout en conservant les caractéristiques qui ont fait son succès, cette nouvelle édition se caractérise par :\n
• Une approche résolument concrète: plus de deux cents exemples récents tirés d'entreprises mondialement connues ou particulièrement originales, ainsi qu'une trentaine d'encadrés «Marketing en actions» exposent plus en détail un cas d'entreprise ou une pratique.\n
• Une adaptation remarquable des exemples et des cas au contexte français et européen: Fairphone, Elle & Vire, Juste pressé, etc.\n
• Une intégration des problématiques et tendances les plus actuelles:\n
- l'importance croissante de la consommation éthique, à travers la vente en vrac, le développement du végétarisme, la dénonciation du suremballage et la production locale;\n
- la présentation des innovations technologiques et leurs usages dans le monde du marketing;\n
- la prise en compte du règlement général sur la protection des données personnelles (RGPD), etc.\n
• Une mise en oeuvre facilitée entre le manuel et la plateforme MyLab | version française (Voir encadré ci-dessous).
"""
"en" => """
Écrit par les deux experts mondiaux de la discipline, Gary Armstrong et Philip Kotler, et entièrement adapté au contexte français par une équipe d'auteurs spécialistes dans leur domaine, ce livre constitue une initiation complète, accessible et attractive aux grands domaines du marketing. Tout en conservant les caractéristiques qui ont fait son succès, cette nouvelle édition se caractérise par :\n
• Une approche résolument concrète: plus de deux cents exemples récents tirés d'entreprises mondialement connues ou particulièrement originales, ainsi qu'une trentaine d'encadrés «Marketing en actions» exposent plus en détail un cas d'entreprise ou une pratique.\n
• Une adaptation remarquable des exemples et des cas au contexte français et européen: Fairphone, Elle & Vire, Juste pressé, etc.\n
• Une intégration des problématiques et tendances les plus actuelles:\n
- l'importance croissante de la consommation éthique, à travers la vente en vrac, le développement du végétarisme, la dénonciation du suremballage et la production locale;\n
- la présentation des innovations technologiques et leurs usages dans le monde du marketing;\n
- la prise en compte du règlement général sur la protection des données personnelles (RGPD), etc.\n
• Une mise en oeuvre facilitée entre le manuel et la plateforme MyLab | version française (Voir encadré ci-dessous).
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
18 => Essec\Faculty\Model\Contribution {#6260
#_index: "academ_contributions"
#_id: "3647"
#_source: array:18 [
"id" => "3647"
"slug" => "faut-il-etre-le-premier-a-lancer-une-innovation-une-analyse-de-lavantage-du-pionnier"
"yearMonth" => "2000-11"
"year" => "2000"
"title" => "Faut-il être le premier à lancer une innovation ? Une analyse de l'avantage du pionnier"
"description" => "LE NAGARD, E. et MANCEAU, D. (2000). Faut-il être le premier à lancer une innovation ? Une analyse de l'avantage du pionnier. Dans: <i>De l'idée au marché. Innovation et lancement de produits</i>. 1st ed. Vuibert, pp. 11-28."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => "De l'idée au marché. Innovation et lancement de produits"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "11-28"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le fait d'arriver le premier sur un marché est souvent présenté comme une source d'avantage concurrentiel, à court et à moyen termes. Ce chapitre fait le point sur les études empiriques sur l'avantage du pionnier, en analysant leurs biais méthodologiques. Il fait ensuite le bilan des sources d'avantages du pionnier mentionnées dans la littérature : avantages stratégiques (courbe d'expérience, brevets), avantages liés au comportement des consommateurs (coûts de changement de marques, externalités de réseau, notoriété, image). Enfin les avantages du suiveur sont également passés en revue, avant de conclure sur la stratégie la plus porteuse en fonction des compétences de l'entreprise et du contexte stratégique."
"en" => "Arriving first on the market is often said to be a way to sustain a competitive advantage both on the short term and on the middle term. This chapter analyses the empirical studies about the pioneering advantage and their methodological biases. It then provides a synthesis of the different sources of the first mover advantage: strategic advantages (patents, experience curve), consumer behavior advantages (switching costs, network externalities, top of mind, image). Advantages of being a follower are then presented, and we present a conclusion about what is the best strategy according to the competencies of the firm and the strategic context."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
19 => Essec\Faculty\Model\Contribution {#6261
#_index: "academ_contributions"
#_id: "3725"
#_source: array:18 [
"id" => "3725"
"slug" => "innovation-et-marketing-strategique"
"yearMonth" => "2003-01"
"year" => "2003"
"title" => "Innovation et marketing stratégique"
"description" => "PRAS, B. et LE NAGARD, E. (2003). Innovation et marketing stratégique. Dans: <i>Encyclopédie de l'innovation</i>. 1st ed. Economica, pp. 225-280."
"authors" => array:2 [
0 => array:3 [
"name" => "PRAS Bernard"
"bid" => "B00000433"
"slug" => "pras-bernard"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "Encyclopédie de l'innovation"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "225-280"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le chapitre analyse le rôle de l'innovation en marketing, tout d'abord en passant en revue les risques et les facteurs-clés de succès des innovations, puis en montrant le poids du processus et de l'organisation marketing sur le succès d'une innovation, puis en abordant les problématiques marketing les plus importantes pour les entreprises innovantes : avantage du pionnier ou du suiveur, prise en compte des externalités de réseau, ciblage des consommateurs innovateurs."
"en" => "This chapter analyses the role of innovation in marketing. First, it reviews the main risks and key success factors of innovations. Second it shows the importance and impact of marketing organization on the success of innovations. Third, it analyses the major marketing key questions of innovative firms: first-mover advantage, network externalities, targeting innovators."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
20 => Essec\Faculty\Model\Contribution {#6262
#_index: "academ_contributions"
#_id: "3726"
#_source: array:18 [
"id" => "3726"
"slug" => "innovation-et-marketing-strategique-orientation-marche-et-gestion-du-risque"
"yearMonth" => "2003-01"
"year" => "2003"
"title" => "Innovation et marketing stratégique, orientation marché et gestion du risque"
"description" => "LE NAGARD, E. et PRAS, B. (2003). Innovation et marketing stratégique, orientation marché et gestion du risque. Dans: <i>Savoir gérer. Mélanges en l'honneur de Jean-Claude Tarondeau</i>. 1st ed. Fondation Nationale pour l'Enseignement de la Gestion des Entreprises (FNEGE), pp. 221-246."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "PRAS Bernard"
"bid" => "B00000433"
"slug" => "pras-bernard"
]
]
"ouvrage" => "Savoir gérer. Mélanges en l'honneur de Jean-Claude Tarondeau"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "221-246"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
21 => Essec\Faculty\Model\Contribution {#6263
#_index: "academ_contributions"
#_id: "3815"
#_source: array:18 [
"id" => "3815"
"slug" => "la-planification-de-lactivite-marketing"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "La planification de l'activité marketing"
"description" => "LE NAGARD, E. et MANCEAU, D. (1999). La planification de l'activité marketing. Dans: <i>Manuel de Gestion. Tome 1</i>. 1st ed. Ellipses, pp. 325-331."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => "Manuel de Gestion. Tome 1"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "325-331"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le chapitre présente les différents principes de la planification marketing et les rubriques d'un plan marketing. Un exemple concret de plan marketing est analysé."
"en" => "The chapter presents the principles of marketing planning and the different elements of a marketing plan. A concrete example of marketing is then presented."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
22 => Essec\Faculty\Model\Contribution {#6264
#_index: "academ_contributions"
#_id: "3862"
#_source: array:18 [
"id" => "3862"
"slug" => "le-lancement-de-nouveaux-produits"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Le lancement de nouveaux produits"
"description" => "LE NAGARD, E. et MANCEAU, D. (1999). Le lancement de nouveaux produits. Dans: <i>Manuel de Gestion. Tome 1</i>. 1st ed. Ellipses, pp. 351-370."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => "Manuel de Gestion. Tome 1"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "351-370"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans un premier temps, le chapitre présente les différents aspects de la politique de produit (packaging, gamme de produits). Dans un deuxième temps, les différentes étapes de la conception et du lancement de nouveaux produits sont décrites."
"en" => "This chapter describes various aspects of product policy, like the packaging or the management of a product line. The different steps of conceiving and launching new products are then described."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
23 => Essec\Faculty\Model\Contribution {#6265
#_index: "academ_contributions"
#_id: "3880"
#_source: array:18 [
"id" => "3880"
"slug" => "le-role-des-standards-et-des-normes-dans-ladoption-des-nouveaux-produits"
"yearMonth" => "2000-11"
"year" => "2000"
"title" => "Le rôle des standards et des normes dans l'adoption des nouveaux produits"
"description" => "LE NAGARD, E. (2000). Le rôle des standards et des normes dans l'adoption des nouveaux produits. Dans: <i>De l'idée au marché. Innovation et lancement de produits</i>. 1st ed. Vuibert, pp. 227-242."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "De l'idée au marché. Innovation et lancement de produits"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "227-242"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le chapitre distingue d'abord les définitions des normes d'une part et des standards de l'autre, avant de proposer une typologie : norme et standard de comparaison, de qualité, et de compatibilité. Les seconds permettent de rassurer les consommateurs et ont donc un effet positif sur l'innovation. En revanche, les normes et standards de compatibilité peuvent avoir un effet contradictoire : la compatibilité avec un standard établi peut favoriser l'entrée d'un nouveau produit sur le marché, mais un standard exclusif est également une arme d'exclusion stratégique, qui permet de bloquer l'arrivée des nouveaux produits."
"en" => "This chapter first explains the difference between norms and standards, and proposes then a typology : norms and standards of comparison, of quality and of compatibility. The second type has a comforting effect on consumers that is favorable to innovation. On the other hand, compatibility norms and standards can have a paradoxical effect: compatibility with an established standard can favor the entry of a new product on the market, but an exclusive standard is also a strategic weapon in order to exclude innovative products from the market."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
24 => Essec\Faculty\Model\Contribution {#6266
#_index: "academ_contributions"
#_id: "3965"
#_source: array:18 [
"id" => "3965"
"slug" => "linnovation-dans-les-services-dinformation-les-nouvelles-regles-strategiques"
"yearMonth" => "2009-01"
"year" => "2009"
"title" => "L'innovation dans les services d'information : les nouvelles règles stratégiques"
"description" => "LE NAGARD, E. (2009). L'innovation dans les services d'information : les nouvelles règles stratégiques. Dans: <i>Management : enjeux de demain</i>. 1st ed. Vuibert, pp. 269-276."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "Management : enjeux de demain"
"keywords" => array:5 [
0 => "Economie des services"
1 => "Innovation"
2 => "Services"
3 => "Standards"
4 => "Stratégie marketing"
]
"updatedAt" => "2021-09-06 16:57:03"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "269-276"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les services d'information pour lesquels la prestation est dématérialisée, prennent une importance considérable dans les pays développés. L'économie de ces services d'information répond à des régle de fonctionnement bien spécifiques, notamment l'existence de rendements croissants d'échelle, et de standards. Ceci a des conséquences importantes sur le rythme et les stratégies marketing dans ces secteurs, où la bataille se fait de plus en plus sur la crédibilité des innovations."
"en" => "Information services, are virtual are becoming more and more important in developped countries. The economic rules in these sectors are very specific, especially because of the existence of increasing returns on scale and technical standards. This has strong consequences on the pace of innovation and on marketing strategies in these sectors, where the credibility of innovations is more and more important."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
25 => Essec\Faculty\Model\Contribution {#6267
#_index: "academ_contributions"
#_id: "4001"
#_source: array:18 [
"id" => "4001"
"slug" => "marketing-le-difficile-exercice-de-la-prevision-des-ventes-de-nouveaux-produits"
"yearMonth" => "2016-02"
"year" => "2016"
"title" => "Marketing : le difficile exercice de la prévision des ventes de nouveaux produits"
"description" => "DONADA, C. et LE NAGARD, E. (2016). Marketing : le difficile exercice de la prévision des ventes de nouveaux produits. Dans: <i>À la pointe du management</i>. 1st ed. Dunod, pp. 143-164."
"authors" => array:2 [
0 => array:3 [
"name" => "DONADA Carole"
"bid" => "B00000161"
"slug" => "donada-carole"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "À la pointe du management"
"keywords" => array:2 [
0 => "Innovation"
1 => "Prévision des ventes"
]
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "143-164"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La prévision des ventes des innovations est un exercice difficile mais indispensable au bon fonctionnement de l’entreprise. Le chapitre présente les principaux modèles de prévision et analyse les difficultés des entreprises à bien prévoir."
"en" => "Forecasting sales of innovations is a difficult but compulsory exercise for the good functioning of the company. The chapter presents the main forecasting models and analyzes its challenges for companies."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
26 => Essec\Faculty\Model\Contribution {#6268
#_index: "academ_contributions"
#_id: "4141"
#_source: array:18 [
"id" => "4141"
"slug" => "repondre-aux-besoins-du-marche"
"yearMonth" => "2001-10"
"year" => "2001"
"title" => "Répondre aux besoins du marché"
"description" => "LE NAGARD, E. (2001). Répondre aux besoins du marché. Dans: <i>Invitation au management</i>. 1st ed. PUF, pp. 79-167."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "Invitation au management"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "79-167"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Ce chapitre présente la démarche marketing, et les principaux outils du marketing, à la disposition du manager pour mieux comprendre les besoins du marché, et y répondre : les principaux fondements du comportement du consommateur, les notions de segmentation et de positionnement les principes des études marketing, et enfin les instruments du marketing opérationnels (produit, prix, communication, distribution) et leurs développements récents. Enfin, il aborde en conclusion l'évolution des métiers du marketing."
"en" => "This chapter presents the principles of marketing, and how it can help the manger to better understand and answer to the market needs : basics of consumer behavior, segmentation and positioning concepts, marketing research, and operational marketing tools (product, price, promotion, place), and their recent developments. It also presents the evolution of marketing functions."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
27 => Essec\Faculty\Model\Contribution {#6269
#_index: "academ_contributions"
#_id: "4164"
#_source: array:18 [
"id" => "4164"
"slug" => "segmentation-et-positionnement-deux-concepts-cles-en-marketing"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Segmentation et positionnement : deux concepts-clés en marketing"
"description" => "LE NAGARD, E. et MANCEAU, D. (1999). Segmentation et positionnement : deux concepts-clés en marketing. Dans: <i>Manuel de Gestion. Tome 1</i>. 1st ed. Ellipses, pp. 311-324."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => "Manuel de Gestion. Tome 1"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "311-324"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le chapitre décrit les étapes d'une démarche de segmentation du marché (choix de la méthode, critères de segmentation) et le choix du segment. La stratégie de positionnement du produit, sa justification et les étapes du positionnement sont ensuite décrites."
"en" => "The chapter describes the different stages of segmentation of a market, the methods and segmentation criteria. We then show how to choose an attractive segment. Product positioning, its rationale and the different steps to achieve it are then described."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
28 => Essec\Faculty\Model\Contribution {#6270
#_index: "academ_contributions"
#_id: "702"
#_source: array:18 [
"id" => "702"
"slug" => "autour-de-la-notion-dinteractivite-vers-differents-medias-interactifs"
"yearMonth" => "2000-01"
"year" => "2000"
"title" => "Autour de la notion d'interactivité vers différents médias interactifs"
"description" => "LE NAGARD, E. (2000). Autour de la notion d'interactivité vers différents médias interactifs. <i>Revue Française du Marketing</i>, pp. 29-47."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:01"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "29-47"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'article examine les spécificités des médias interactifs, à savoir l'adressabilité et la capacité de réponse. Il positionne ensuite, en termes de services, de cible et de situation d'usage, les différents médias: Minitel, Internet, télévision interactive, en termes de services, de cible, de situation d'usage. Enfin, il examine les différentes possibilités offertes par ces médias pour le marketing : support publicitaire, distribution, support de nouveaux services."
"en" => "The specificities of the different interactive media are described, especially personalization and immediate response. These different media are then positioned regarding their target, situation of use, and services. We finally examine the different possibilities given by these media in terms of advertising, distribution, and new services."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
29 => Essec\Faculty\Model\Contribution {#6271
#_index: "academ_contributions"
#_id: "803"
#_source: array:18 [
"id" => "803"
"slug" => "co-innover-avec-les-clients-entre-interet-et-reticence-pour-les-entreprises-grand-public"
"yearMonth" => "2013-07"
"year" => "2013"
"title" => "Co-innover avec les clients: entre intérêt et réticence pour les entreprises grand public"
"description" => "LE NAGARD, E. et RENIOU, F. (2013). Co-innover avec les clients: entre intérêt et réticence pour les entreprises grand public. <i>Décisions Marketing</i>, (71), pp. 59-75."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "RENIOU F."
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "Co-innovation"
1 => "Nouveaux produits/services"
2 => "Grand public"
3 => "Processus d'innovation"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://www.editions-ems.fr/revues/decisions-marketing/articlerevue/985-co-innover-avec-les-clients-entre-int%C3%A9r%C3%AAt-et-r%C3%A9ticence-pour-les-entreprises-grand-public.html"
"publicationInfo" => array:3 [
"pages" => "59-75"
"volume" => null
"number" => "71"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La co-innovation, ou appel à la créativité des clients au cours du processus de développement de produits/services, suscite un fort engouement tant parmi les professionnels que les académiques. Cet article se focalise sur la vision de cette pratique de la part d’entreprises grand public, qui perçoivent dans sa mise en œuvre autant de bénéfices – acceptabilité commerciale, stimulation de la créativité et gestion de la relation client - que de freins potentiels – incompétence des clients, coût de la démarche et absence de contrôle. Enfin, il conclut sur une liste de recommandations à prendre en compte dans la perspective d’une application de la démarche, en termes de participants à solliciter à chaque phase du processus mais aussi de précautions à prendre et d’indicateurs d’efficacité à considérer."
"en" => "Co-innovation with customers - i.e. their creative participation in the development of new products / services, is a phenomenon that creates a strong enthusiasm, both among professionals and academics. This article aims at focusing on the perception of this practice by companies in order to identify its perceived interests – commercial acceptability, stimulation of creativity and customer relationship – but also its potential barriers – customers' lack of skills, cost of the practice and absence of control. It concludes with some recommendations to be considered for its implementation, in terms of participants to engage in each stage of the process but also in terms of precautions and performance indicators."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
30 => Essec\Faculty\Model\Contribution {#6272
#_index: "academ_contributions"
#_id: "820"
#_source: array:18 [
"id" => "820"
"slug" => "comment-le-marketing-sportif-peut-il-contribuer-au-succes-des-nouveaux-produits"
"yearMonth" => "2004-01"
"year" => "2004"
"title" => "Comment le marketing sportif peut-il contribuer au succès des nouveaux produits ?"
"description" => "LARDINOIT, T. et LE NAGARD, E. (2004). Comment le marketing sportif peut-il contribuer au succès des nouveaux produits ? <i>Décisions Marketing</i>, pp. 61-74."
"authors" => array:2 [
0 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "61-74"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "On distingue trois types d'entreprises, selon le lien qu'elles entretiennent avec le sport : les organisateurs d'évènements, les diffuseurs utilisant le sport comme un contenu destiné à développer l'audience et les annonceurs. Le but du papier est double , il s'agit, d'une part, d'explorer comment le sport peut contribuer au succès des nouveaux produits, non pas pour des entreprises des secteurs du sport, mais pour les autres. D'autre part, on cherche à en tirer des implications pour les stratégies des entreprises en termes de marketing sportif, afin de favoriser le développement de nouveaux produits, puis leur diffusion."
"en" => "There are three types of company, according to the link which they maintain with the sport: organizers of events or teams, TV Channels using the sport as contents intended to develop the audience, and the advertisers. The goal of paper is double, on the one hand we explore how the sport can contribute to the success of new products. On the other hand, we try to draw some implications for the strategies of the companies in terms of sport marketing, in order to support the development of new products."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
31 => Essec\Faculty\Model\Contribution {#6273
#_index: "academ_contributions"
#_id: "8879"
#_source: array:18 [
"id" => "8879"
"slug" => "ingenieurs-et-commerciaux-un-modele-pedagogique-original"
"yearMonth" => "2006-06"
"year" => "2006"
"title" => "Ingénieurs et commerciaux : un modèle pédagogique original"
"description" => "LE NAGARD, E. et XUEREB, J.M. (2006). Ingénieurs et commerciaux : un modèle pédagogique original. <i>Les Echos</i>, pp. 10-11."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "XUEREB Jean-Marc"
"bid" => "B00000535"
"slug" => "xuereb-jean-marc"
]
]
"ouvrage" => ""
"keywords" => array:3 [
0 => "Innovation"
1 => "Marketing"
2 => "R&D"
]
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "10-11"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles ou vidéos de vulgarisation"
"en" => "Press article, video or other popular media"
]
"support_type" => array:2 [
"fr" => "Presse"
"en" => "Press"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Vocabulaires éloignés, chocs des cultures, la R&D et le marketing ont du mal à se comprendre. Sans doute faudrait-il favoriser les occasions de rencontre entre ingénieurs et commerciaux pendant leurs études."
"en" => "R&D and marketing services use different words and have conflicting cultures, and encounter problems to work together. It might be useful to favour common projects between managers and engineers while they are still students."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
32 => Essec\Faculty\Model\Contribution {#6274
#_index: "academ_contributions"
#_id: "9387"
#_source: array:18 [
"id" => "9387"
"slug" => "favoriser-la-serendipite-pour-les-recherches-les-plus-creatives"
"yearMonth" => "2019-03"
"year" => "2019"
"title" => "Favoriser la sérendipité pour les recherches les plus créatives"
"description" => "MICHEL, G. et LE NAGARD, E. (2019). Favoriser la sérendipité pour les recherches les plus créatives. <i>Décisions Marketing</i>, (93)."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MICHEL G."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => "93"
]
"type" => array:2 [
"fr" => "Préfaces / Introductions de revue"
"en" => "Prefaces of a journal"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
33 => Essec\Faculty\Model\Contribution {#6275
#_index: "academ_contributions"
#_id: "9409"
#_source: array:18 [
"id" => "9409"
"slug" => "hdr"
"yearMonth" => "2001-06"
"year" => "2001"
"title" => "HDR"
"description" => "LE NAGARD, E. (2001). HDR. France."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "HDR"
"en" => "HDR"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
34 => Essec\Faculty\Model\Contribution {#6276
#_index: "academ_contributions"
#_id: "9437"
#_source: array:18 [
"id" => "9437"
"slug" => "blablacar-the-emergence-of-a-new-market"
"yearMonth" => "2018-02"
"year" => "2018"
"title" => "BlablaCar: The emergence of a new market"
"description" => "LE NAGARD, E. (2018). BlablaCar: The emergence of a new market. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => array:8 [
0 => "First-mover advantage"
1 => "Collaborative economy"
2 => "Car-pooling"
3 => "Start-up"
4 => "Loyalty program"
5 => "Marketing strategy"
6 => "Brand identity"
7 => "Marketing"
]
"updatedAt" => "2022-10-12 11:00:34"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/5979"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Innovation is the source of growth and inventing a new market is the purpose of many startups. This case study analyzes the emergence of a booming market of the collaborative economy, the car-pooling market. It describes the creation and the growth of BlaBlaCar and the situation of the company on the French market in 2016. \n
BlaBlaCar has known a tremendous growth in few years, in a context of growing indirect competition on the transportation market. The challenge is now to make this growth profitable. The company has been focused, since its beginnings, on the growth in the number of members, but it should also be concerned about the profitability of each member.
"""
"en" => """
Innovation is the source of growth and inventing a new market is the purpose of many startups. This case study analyzes the emergence of a booming market of the collaborative economy, the car-pooling market. It describes the creation and the growth of BlaBlaCar and the situation of the company on the French market in 2016. \n
BlaBlaCar has known a tremendous growth in few years, in a context of growing indirect competition on the transportation market. The challenge is now to make this growth profitable. The company has been focused, since its beginnings, on the growth in the number of members, but it should also be concerned about the profitability of each member.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
35 => Essec\Faculty\Model\Contribution {#6277
#_index: "academ_contributions"
#_id: "9459"
#_source: array:18 [
"id" => "9459"
"slug" => "eveil-lumiere"
"yearMonth" => "2010"
"year" => "2010"
"title" => "Eveil lumière"
"description" => "LE NAGARD, E. et RENIOU, F. (2010). Eveil lumière. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "RENIOU Fanny"
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "Lancement des nouveaux produits"
1 => "Diffusion de l'innovation"
2 => "Innovation"
3 => "Philips"
4 => "Marketing"
5 => "Innovation marketing"
6 => "Marketing"
]
"updatedAt" => "2021-07-13 14:31:15"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/4045"
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Philips is about to launch an innovative product in France, a dawn simulator light, to make people awake naturally. It existed before on a very confidential basis, and the purpose of Philips is to launch it on the mass market. Students are put in the shoes of the marketing, which has to organize and schedule the launching in France, as well as forecast sales."
"en" => "Philips is about to launch an innovative product in France, a dawn simulator light, to make people awake naturally. It existed before on a very confidential basis, and the purpose of Philips is to launch it on the mass market. Students are put in the shoes of the marketing, which has to organize and schedule the launching in France, as well as forecast sales."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
36 => Essec\Faculty\Model\Contribution {#6278
#_index: "academ_contributions"
#_id: "9518"
#_source: array:18 [
"id" => "9518"
"slug" => "senseor-case-study"
"yearMonth" => "2006"
"year" => "2006"
"title" => "Senseo(r) case study"
"description" => "DUBOUIS, P., PARISOT, M. et LE NAGARD, E. (2006). Senseo(r) case study. ESSEC Business School."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "DUBOUIS Pascale"
]
2 => array:1 [
"name" => "PARISOT Mathieu"
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "New product"
1 => "Innovation"
2 => "Domestic appliances"
3 => "Coffee"
4 => "Co-branding"
5 => "Competitive reactions"
6 => "Marketing"
]
"updatedAt" => "2021-07-13 14:31:16"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/4033"
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Senseo(R) is a coffee machine jointly developed by Philips and Maison du Cafe (Douwe Egberts), and launched in 2001 in Holland and in 2002 in France. Senseo(R) is a open standard, composed of coffee machines manufactured by Philips, and coffee pads manufactured by Maison du Cafe. The case takes place in July 2004. Students play the role of Senseo's product manager who must face the launch of the first serious competitor, Tassimo, promoted by Kraft. The case presents the following information: (1) the launch strategy of Senseo(R), (2) key figures about Senseo's success, and (3) the marketing plan prepared for 2005. The students are required to: look at the strengths, weaknesses, opportunities and threats (SWOT) analysis of Concept Senseo(R) in September 2004, (2) to propose a new sales and marketing plan taking into account the arrival of Tassimo, and (3) to define a mid-term and long term strategy for Senseo(R). A CD-ROM containing two short video clips, is available to accompany this case."
"en" => "Senseo(R) is a coffee machine jointly developed by Philips and Maison du Cafe (Douwe Egberts), and launched in 2001 in Holland and in 2002 in France. Senseo(R) is a open standard, composed of coffee machines manufactured by Philips, and coffee pads manufactured by Maison du Cafe. The case takes place in July 2004. Students play the role of Senseo's product manager who must face the launch of the first serious competitor, Tassimo, promoted by Kraft. The case presents the following information: (1) the launch strategy of Senseo(R), (2) key figures about Senseo's success, and (3) the marketing plan prepared for 2005. The students are required to: look at the strengths, weaknesses, opportunities and threats (SWOT) analysis of Concept Senseo(R) in September 2004, (2) to propose a new sales and marketing plan taking into account the arrival of Tassimo, and (3) to define a mid-term and long term strategy for Senseo(R). A CD-ROM containing two short video clips, is available to accompany this case."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
37 => Essec\Faculty\Model\Contribution {#6279
#_index: "academ_contributions"
#_id: "9666"
#_source: array:18 [
"id" => "9666"
"slug" => "le-marketing-tout-simplement"
"yearMonth" => "1991-10"
"year" => "1991"
"title" => "Le marketing tout simplement"
"description" => "LE NAGARD-ASSAYAG, E. (1991). <i>Le marketing tout simplement</i>. Top Editions."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD-ASSAYAG Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
38 => Essec\Faculty\Model\Contribution {#6280
#_index: "academ_contributions"
#_id: "9674"
#_source: array:18 [
"id" => "9674"
"slug" => "strategies-des-grands-groupes-dedition"
"yearMonth" => "1991-03"
"year" => "1991"
"title" => "Stratégies des grands groupes d'édition"
"description" => "LE NAGARD-ASSAYAG, E., MARUANI, L. et GUILLOU, B. (1991). <i>Stratégies des grands groupes d'édition</i>. Cahier de l'Economie du Livre."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD-ASSAYAG Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MARUANI L."
]
2 => array:1 [
"name" => "GUILLOU B."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
39 => Essec\Faculty\Model\Contribution {#6281
#_index: "academ_contributions"
#_id: "9720"
#_source: array:18 [
"id" => "9720"
"slug" => "une-analyse-microeconomique-des-systemes-de-prix-fixe-pour-le-livre-mise-en-perspective-theorique"
"yearMonth" => "1993-03"
"year" => "1993"
"title" => "Une analyse microéconomique des systèmes de prix fixe pour le livre, mise en perspective théorique"
"description" => "LE NAGARD-ASSAYAG, E., MARUANI, L. et MANCEAU, D. (1993). Une analyse microéconomique des systèmes de prix fixe pour le livre, mise en perspective théorique. <i>Cahier de l'Economie du Livre</i>."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD-ASSAYAG Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MARUANI L."
]
2 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:31:19"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
40 => Essec\Faculty\Model\Contribution {#6282
#_index: "academ_contributions"
#_id: "9754"
#_source: array:18 [
"id" => "9754"
"slug" => "le-prix-du-livre-analyse-micro-economique-et-marketing-des-effets-de-la-loi-du-10-aout-81"
"yearMonth" => "1995-01"
"year" => "1995"
"title" => "Le prix du livre : analyse micro-économique et marketing des effets de la loi du 10 août 81"
"description" => "LE NAGARD-ASSAYAG, E., MARUANI, L. et MANCEAU, D. (1995). Le prix du livre : analyse micro-économique et marketing des effets de la loi du 10 août 81. <i>HEC</i>."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD-ASSAYAG Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MARUANI L."
]
2 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
41 => Essec\Faculty\Model\Contribution {#6283
#_index: "academ_contributions"
#_id: "9779"
#_source: array:18 [
"id" => "9779"
"slug" => "lediteur-le-prix-et-le-management-des-services-associes-au-livre"
"yearMonth" => "1996-01"
"year" => "1996"
"title" => "L'éditeur, le prix, et le management des services associés au livre"
"description" => "LE NAGARD-ASSAYAG, E., MARUANI, L. et MANCEAU, D. (1996). L'éditeur, le prix, et le management des services associés au livre. <i>Les Cahiers du Spectacle et de l'Audiovisuel</i>."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD-ASSAYAG Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MARUANI L."
]
2 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:31:20"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue professionnelle"
"en" => "Professional journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
42 => Essec\Faculty\Model\Contribution {#6284
#_index: "academ_contributions"
#_id: "11134"
#_source: array:18 [
"id" => "11134"
"slug" => "comparing-lead-users-to-emergent%e2%80%90nature-consumers-as-sources-of-innovation-at-early-stages-of-new-product-development"
"yearMonth" => "2019-09"
"year" => "2019"
"title" => "Comparing Lead Users to Emergent‐Nature Consumers as Sources of Innovation at Early Stages of New Product Development"
"description" => "HAMDI‐KIDAR, L., KEINZ, P., LE NAGARD, E. et VERNETTE, E. (2019). Comparing Lead Users to Emergent‐Nature Consumers as Sources of Innovation at Early Stages of New Product Development. <i>Journal of Product Innovation Management</i>, 36(5), pp. 616-631."
"authors" => array:4 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "HAMDI‐KIDAR Linda"
]
2 => array:1 [
"name" => "KEINZ Peter"
]
3 => array:1 [
"name" => "VERNETTE Eric"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "https://onlinelibrary.wiley.com/doi/abs/10.1111/jpim.12500"
"publicationInfo" => array:3 [
"pages" => "616-631"
"volume" => "36"
"number" => "5"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "The large potential of lead users (LUs) in developing innovative and radically new product concepts is well established in the literature. However, in a widely acknowledged study, Hoffman et al. introduced the new concept of emergent‐nature consumers (ENCs) and showed the superiority of this group of individuals over LUs in developing new product concepts. Consequently, they postulated ENCs to be “the right consumers” to be integrated in new product development processes. In this article, we critically reflect and build on Hoffman et al.'s study and further investigate the promise of the ENC concept as compared to the LU concept."
"en" => "The large potential of lead users (LUs) in developing innovative and radically new product concepts is well established in the literature. However, in a widely acknowledged study, Hoffman et al. introduced the new concept of emergent‐nature consumers (ENCs) and showed the superiority of this group of individuals over LUs in developing new product concepts. Consequently, they postulated ENCs to be “the right consumers” to be integrated in new product development processes. In this article, we critically reflect and build on Hoffman et al.'s study and further investigate the promise of the ENC concept as compared to the LU concept."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
43 => Essec\Faculty\Model\Contribution {#6285
#_index: "academ_contributions"
#_id: "11136"
#_source: array:18 [
"id" => "11136"
"slug" => "couts-dapprentissage-et-valeur-percue-des-innovations-complexes"
"yearMonth" => "2020-06"
"year" => "2020"
"title" => "Coûts d'apprentissage et valeur perçue des innovations complexes"
"description" => "LE NAGARD, E. et MONNOT, E. (2020). Coûts d'apprentissage et valeur perçue des innovations complexes. Dans: Rémi Mencarelli, Arnaud Rivière eds. <i>La valeur perçue en marketing: Perspectives théoriques et enjeux managériaux</i>. 1st ed. Presses Universitaires de Provence."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MONNOT Elisa"
]
]
"ouvrage" => "La valeur perçue en marketing: Perspectives théoriques et enjeux managériaux"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => "France"
"en" => "France"
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
44 => Essec\Faculty\Model\Contribution {#6286
#_index: "academ_contributions"
#_id: "4388"
#_source: array:18 [
"id" => "4388"
"slug" => "are-the-advantages-of-pioneers-and-followers-specific-on-the-web"
"yearMonth" => "2002-01"
"year" => "2002"
"title" => "Are the Advantages of Pioneers and Followers Specific on the Web?"
"description" => "MANCEAU, D. et LE NAGARD, E. (2002). Are the Advantages of Pioneers and Followers Specific on the Web? Dans: <i>Proceedings of the 31st EMAC Conference. Marketing in a Changing World</i>. European Marketing Academy (EMAC)."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => "Proceedings of the 31st EMAC Conference. Marketing in a Changing World"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "CD-Rom Le papier analyse l'étendue et la nature de l'avantage du pionnier et du suiveur pour des sites Internet. A l'aide d'une enquête qualitative à base d'entretiens semi-directifs avec des managers, il démontre que beaucoup des avantages traditionnels du pionnier, qu'ils soient liées au comportement du consommateur ou à la stratégie, alors que d'autres avantages spécifiques apparaissent."
"en" => "The present article analyses the extent and nature of pioneer and follower advantages for Internet website firms. Using a qualitative survey which is based on semi-directed interviews with managers, it demonstrates that many of the advantages that are traditionally associated with a pioneer status, whether related to strategy or to consumer behaviour, disappear whereas other advantages, suddenly appear."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
45 => Essec\Faculty\Model\Contribution {#6287
#_index: "academ_contributions"
#_id: "4461"
#_source: array:18 [
"id" => "4461"
"slug" => "comment-le-marketing-sportif-peut-il-contribuer-a-la-creation-de-nouveaux-produits"
"yearMonth" => "2003-11"
"year" => "2003"
"title" => "Comment le marketing sportif peut-il contribuer à la création de nouveaux produits ?"
"description" => "LARDINOIT, T. et LE NAGARD, E. (2003). Comment le marketing sportif peut-il contribuer à la création de nouveaux produits ? Dans: <i>Actes du Congresso Internazionale "Le Tendenze del Marketing"</i>. Universita Ca'Foscari Venezia."
"authors" => array:2 [
0 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "Actes du Congresso Internazionale "Le Tendenze del Marketing""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cd-Rom Le but du papier est de comprendre comment le sport peut contribuer à la création de nouveaux produits, pour des entreprises qui ne sont pas dans le secteur sportif, notamment les diffuseurs de contenus, les partenaires techniques et les partenaires d'image. Les différents outils du marketing sportif selon les phases de développement d'un nouveau produit sont analysés à la lumière d'exemples concrets."
"en" => "The aim of this paper is to describe how sport can contribute to the success of new products in other sectors than sport, especially for broadcasters, technical partners and image partners. The different tools of sports marketing are examined, according to the different steps of new product development process, through different exemples."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
46 => Essec\Faculty\Model\Contribution {#6288
#_index: "academ_contributions"
#_id: "4655"
#_source: array:18 [
"id" => "4655"
"slug" => "how-and-why-do-consumers-get-revenge-on-the-internet"
"yearMonth" => "2011-05"
"year" => "2011"
"title" => "How and Why Do Consumers Get Revenge on the Internet?"
"description" => "LE NAGARD, E. et DE CAMPOS RIBIERO, G. (2011). How and Why Do Consumers Get Revenge on the Internet? Dans: <i>Proceedings of the 40th EMAC Conference</i>. European Marketing Academy (EMAC)."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "DE CAMPOS RIBIERO G."
]
]
"ouvrage" => "Proceedings of the 40th EMAC Conference"
"keywords" => array:3 [
0 => "Droit des consommateurs"
1 => "Insatisfaction des consommateurs"
2 => "Vengeance"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La vengeance des consommateurs sur Internet est un phénomène nouveau et en croissance. Grâce à l'analyse de 21 cas de vengeance sur Internet, et des commentaires des internautes, cette recherche démontre qu'Internet offre un moyen de se venger des entreprises, plus efficace et potentiellement plus dangereux pour les entreprises."
"en" => "Consumers’ revenge on the Internet is a new and growing phenomenon. Through the analysis of 21 revenge cases and comments of Internet users, this research shows that the Internet provides a new means to get revenge that is more efficient and potentially more harmful to companies."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
47 => Essec\Faculty\Model\Contribution {#6289
#_index: "academ_contributions"
#_id: "4661"
#_source: array:18 [
"id" => "4661"
"slug" => "how-innovative-are-tv-sports-viewers"
"yearMonth" => "2007-01"
"year" => "2007"
"title" => "How Innovative are TV Sports Viewers?"
"description" => "LARDINOIT, T., LE NAGARD, E. et PONS, F. (2007). How Innovative are TV Sports Viewers? Dans: <i>Proceedings of the 36th EMAC Conference 2007 (CD-Rom)</i>. Reykjavik University."
"authors" => array:3 [
0 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
2 => array:1 [
"name" => "PONS F."
]
]
"ouvrage" => "Proceedings of the 36th EMAC Conference 2007 (CD-Rom)"
"keywords" => array:4 [
0 => "Développement de nouveaux produits"
1 => "Implication"
2 => "Innovation"
3 => "Marketing sportif"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le papier s'intéresse au lien entre l'innovativité, l'achat de produits nouveaux, la consommation de spectacles sportifs télévisés. Nous reprenons le schéma conceptuel testé par Im, Bayus et Mason (2003), pour expliquer l'achat de produits nouveaux par des variables socio-démographiques, et l'innovativité. Nous introduisons également le niveau optimal de stimulation comme antécédent de l'innovativité. Un effet modérateur négatif de l'innovativité sur le lien entre consommation de spectacle sportif télévisé et achat de produits nouveaux est trouvé."
"en" => "The present paper focuses on the connections between an individual's innovative nature, consumption of TV sports shows and actual new product purchasing behaviour. We follow Im, Bayus & Mason (2003) framework, to explain new product purchase behavior using socio-demographic variables, innovativeness, and we introduce OSL as an explaining variable of innovativeness. A negative moderating effect of innovativeness on the link between consumption of TV sports shows and new product purchasing behavior is found."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
48 => Essec\Faculty\Model\Contribution {#6290
#_index: "academ_contributions"
#_id: "4774"
#_source: array:18 [
"id" => "4774"
"slug" => "le-multimedia-peut-il-etre-victime-de-son-succes-une-approche-modelisee-du-lancement-de-nouveaux-produits-dans-les-industries-de-la-communication"
"yearMonth" => "1997-05"
"year" => "1997"
"title" => "Le multimédia peut-il être victime de son succès ? Une approche modélisée du lancement de nouveaux produits dans les industries de la communication"
"description" => "LE NAGARD, E. (1997). Le multimédia peut-il être victime de son succès ? Une approche modélisée du lancement de nouveaux produits dans les industries de la communication. Dans: <i>Actes du XIIIe Congrès International de l'Association Française du Marketing</i>. Financial Management Association (FMA), pp. 425-449."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "Actes du XIIIe Congrès International de l'Association Française du Marketing"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "425-449"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans les industries de la communication, le lancement d'une nouvelle plate-forme (matériel en réseau) est fortement dépendant du nombre et de la qualité des programmes compatibles. Ce phénomène d'interaction sert de base à la construction d'un modèle systémique simple. L'article montre que la coordination du lancement des programmes et des matériels est alors cruciale pour la réussite de la nouvelle plate-forme."
"en" => "In communication industries, successfully launching a new platform (either hardware or network) strongly depends on the number and quality of compatible software. This interaction phenomenon leads to the building of a simple systemic model. The paper shows why the coordination of the launching of both hardware and software is crucial for the new platform to be successful."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
49 => Essec\Faculty\Model\Contribution {#6291
#_index: "academ_contributions"
#_id: "4820"
#_source: array:18 [
"id" => "4820"
"slug" => "limportance-de-lhistoire-dans-la-conquete-des-parts-de-marche-lexemple-des-jeux-video"
"yearMonth" => "1995-05"
"year" => "1995"
"title" => "L'importance de l'histoire dans la conquête des parts de marché : l'exemple des jeux vidéo"
"description" => "STEYER, A. et LE NAGARD, E. (1995). L'importance de l'histoire dans la conquête des parts de marché : l'exemple des jeux vidéo. Dans: <i>Actes du XIe Congrès de l'Association Française du Marketing</i>. Financial Management Association (FMA), pp. 99-120."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "STEYER A."
]
]
"ouvrage" => "Actes du XIe Congrès de l'Association Française du Marketing"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "99-120"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le marché des jeux vidéo présente une caractéristique intéressante , l'évaluation de la console par les consommateurs dépend du nombre de titres disponibles sur chacun des formats, produits par des éditeurs extérieurs. L'article propose un modèle de simulation des parts de marché dans ce contexte, et montre les différents effets de seuil, qui prouvent l'importance à accorder à l'évolution chronologique de ces parts de marché."
"en" => "The video games market has an interesting characteristic : consumers value a machine according to the amount of software available on each platform, which are produced by independant editors. This article presents a simulation model of market shares in this context and shows different threshold effects, which stress the importance of a dynamic analysis of market share evolution."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
50 => Essec\Faculty\Model\Contribution {#6292
#_index: "academ_contributions"
#_id: "4878"
#_source: array:18 [
"id" => "4878"
"slug" => "mieux-comprendre-lobsolescence-percue-des-produits-durables-par-les-consommateurs"
"yearMonth" => "2014-05"
"year" => "2014"
"title" => "Mieux comprendre : L'obsolescence perçue des produits durables par les consommateurs"
"description" => "GAILLARD, V. et LE NAGARD, E. (2014). Mieux comprendre : L'obsolescence perçue des produits durables par les consommateurs. Dans: <i>Actes du 30ème Congrès de Association Française du Marketing (AFM)</i>. Association Française du Marketing (AFM)."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "GAILLARD V."
]
]
"ouvrage" => "Actes du 30ème Congrès de Association Française du Marketing (AFM)"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
51 => Essec\Faculty\Model\Contribution {#6293
#_index: "academ_contributions"
#_id: "5014"
#_source: array:18 [
"id" => "5014"
"slug" => "quels-tests-de-concept-pour-le-developpement-de-nouveaux-produits-et-services"
"yearMonth" => "2010-01"
"year" => "2010"
"title" => "Quels tests de concept pour le développement de nouveaux produits et services ?"
"description" => "LE NAGARD, E. et MORIN-DELERM, S. (2010). Quels tests de concept pour le développement de nouveaux produits et services ? Dans: <i>Proceedings of the 9th Marketing Trends Congress</i>. ESCP-EAP."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MORIN-DELERM S."
]
]
"ouvrage" => "Proceedings of the 9th Marketing Trends Congress"
"keywords" => array:3 [
0 => "Etudes marketing"
1 => "Nouveaux produits"
2 => "Test concept"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "CD-Rom Le test de concept est une étape clé dans le processus de developpement de nouveaux produits. Le but du papier est de présenter les différentes méthodes de test et les différentes façons de présenter le concept, afin de voir comment utiliser les différentes méthodologies en fonction du contexte. Pour cela, des entretiens d'experts en entreprise et dans les sociétés d'études ont été réalisés (en B2B et en B2C) et confrontés à la littérature. Ceci a permis de réaliser une typologie des différents tests de concept et des sources de biais, ainsi que des suggestions pour les réduire."
"en" => "Concept test is a key step in the New Product Development Process. The aim of the paper is to present the different methods of tests and ways of presenting the concept, in order to see how to use these different methodologies according to the context. To achieve this, interviews with experts in market research firms as well as marketing experts in NPD within companies (both in B2C and B2B contexts) have been conducted and compared to what is written in the literature. This allowed us to build a typology of different concept tests and their sources of biases, with some suggestions to reduce them."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
52 => Essec\Faculty\Model\Contribution {#6294
#_index: "academ_contributions"
#_id: "5124"
#_source: array:18 [
"id" => "5124"
"slug" => "the-effect-of-a-large-penalty-for-a-low-price-guarantee-on-perceived-offer-value"
"yearMonth" => "2007-01"
"year" => "2007"
"title" => "The Effect of a Large Penalty for a Low Price Guarantee on Perceived Offer Value"
"description" => "DESMET, P. et LE NAGARD, E. (2007). The Effect of a Large Penalty for a Low Price Guarantee on Perceived Offer Value. Dans: <i>Proceedings of the 36th EMAC Conference 2007 (CD-Rom)</i>. Reykjavik University."
"authors" => array:2 [
0 => array:2 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "Proceedings of the 36th EMAC Conference 2007 (CD-Rom)"
"keywords" => array:3 [
0 => "Distribution"
1 => "Garantie de remboursement des prix"
2 => "Politique de prix"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Une garantie de remboursement des prix est un signal offert par un distributeur pour informer ses consommateurs sur sa politique de prix bas. L'usage de cette offre devenant de plus en plus courant, ce signal perd de son impact, et certains distributeurs tentent de remonter leur avantage concurrentiel en augmentant la pénalité de remboursement (en proposant par exemple de rembourser 10 fois la différence. Dans le papier, une expérimentation est réalisée sur un échantillon de consommateurs, qui démontre qu'un très fort montant de remboursement ne fait pas augmenter la valeur perçue de l'offre. En conséquence, du fait du coût potentiel très élevé en termes de stimulation de la recherche en vue de se faire rembourser, cette stratégie ne parait pas très rentable."
"en" => "A low price guarantee (LPG) offer is a signal sent by a retailer to inform a customer on its low price policy. As its use becomes more and more prevalent, this signal is losing its impact and some retailers are trying to regain competitive advantage by increasing the level of penalty (e.g. 10 times the price difference). In a real world experimental framework we demonstrate that a very high level of penalty does not improve the perceived offer value. Consequently the potentially high cost of guarantee service due to price search stimulation makes a very high penalty level LPG not profitable."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
53 => Essec\Faculty\Model\Contribution {#6295
#_index: "academ_contributions"
#_id: "5164"
#_source: array:18 [
"id" => "5164"
"slug" => "the-role-of-new-product-preannouncements-in-the-presence-of-complementary-products"
"yearMonth" => "1997-05"
"year" => "1997"
"title" => "The Role of New Product Preannouncements in the Presence of Complementary Products"
"description" => "LE NAGARD, E. et MANCEAU, D. (1997). The Role of New Product Preannouncements in the Presence of Complementary Products. Dans: <i>4th International Product Development Management Conference</i>. Stockholm School of Economics, pp. 487-500."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "MANCEAU D."
]
]
"ouvrage" => "4th International Product Development Management Conference"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "487-500"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans les industries de la communication, les entreprises annoncent souvent leurs nouveaux produits longtemps avant leur lancement effectif. Dans ces industries, l'existence de produits complémentaires produit des externalités de réseau indirectes. A travers un modèle de simulation, l'article montre que les ventes initiales peuvent totalement déterminer le succès d'un nouveau produit. Or, ces ventes sont fortement influencées par la politique de préannonce."
"en" => "In communication industries, firms often preannounce their new products long before they actually launch them on the market. In such industries, main products are used with contingent products which affect their market value, creating indirect network externalities. Through a simulation model, our paper shows that the initial sales of the product completely determine its success on the market, whether this success is related to the diffusion of the product (in a monopoly case) or to the market shares of various companies (competition). Thus, preannouncements have a major impact on the future of the product, because they influence expectations of both consumers and program providers. However, to be efficient, a preannouncement must inform these two targets and coordinate their expectations."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
54 => Essec\Faculty\Model\Contribution {#6296
#_index: "academ_contributions"
#_id: "5202"
#_source: array:18 [
"id" => "5202"
"slug" => "une-proposition-de-conceptualisation-de-limpact-de-la-revolution-numerique-sur-la-politique-de-biens-et-de-services-des-entreprises"
"yearMonth" => "1999-05"
"year" => "1999"
"title" => "Une proposition de conceptualisation de l'impact de la révolution numérique sur la politique de biens et de services des entreprises"
"description" => "LEVY, J. et LE NAGARD, E. (1999). Une proposition de conceptualisation de l'impact de la révolution numérique sur la politique de biens et de services des entreprises. Dans: <i>Actes du 15ème Congrès International de Strasbourg</i>. Association Française du Marketing (AFM)."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "LEVY J."
]
]
"ouvrage" => "Actes du 15ème Congrès International de Strasbourg"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le développement de l'économie numérique, notamment à travers Internet, constitue un bouleversement pour certains marchés, alors que son impact est beaucoup plus limité pour d'autres. Cette recherche souhaite contribuer à une meilleure compréhension des implications de la révolution numérique pour la politique de produits (biens ou services) des entreprises. Elle propose une conceptualisation de ces implications en fonction d'une typologie des entreprises et sous la forme d'une matrice numérique de l'offre de produits. Les stratégies des entreprises sont ensuite étudiées en fonction de l'effet potentiel des technologies numériques sur la perception de la valeur par les clients et l'avantage concurrentiel des entreprises."
"en" => "The development of the digital economy, and particularly the Internet, deeply affects the organizations of specific markets, while its impact remains marginal for others. This research in progress aims to contribute to the understanding of the implications of the digital revolution and the Internet for firms' product (goods or services) policy. It develops a conceptualization of these implications depending on a typology of firms and has the form of a digital matrix of a firms' offer policy. It further studies the potential impact of digital technologies on customer value and on the firms' competitive advantage."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
55 => Essec\Faculty\Model\Contribution {#6297
#_index: "academ_contributions"
#_id: "6912"
#_source: array:18 [
"id" => "6912"
"slug" => "pourquoi-le-marketing-sportif-peut-il-etre-utilise-pour-le-lancement-de-nouveaux-produits"
"yearMonth" => "2006-06"
"year" => "2006"
"title" => "Pourquoi le marketing sportif peut-il être utilisé pour le lancement de nouveaux produits ?"
"description" => "LE NAGARD, E., LARDINOIT, T. et DESMET, P. (2006). Pourquoi le marketing sportif peut-il être utilisé pour le lancement de nouveaux produits ?"
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
2 => array:2 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "Football"
1 => "Marketing sportif"
2 => "Nouveaux produits"
3 => "Sport Marketing"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article présente un double objectif : a) montrer que le marketing sportif permet de soutenir de façon pertinente et par des modalités variées le lancement de produits nouveaux , b) étudier de façon exploratoire les relations entre l'implication pour les retransmissions télévisées de football (soccer) et la consommation de nouveaux produits. Les autres variables explicatives utilisées sont : l'innovativité, l'âge, les catégories socio-professionnelles (CSP), le niveau d'instruction et la fréquence de consommation de programmes sportifs à la télévision."
"en" => "This article has two objectives: a) to show that sport marketing is relevant in supporting the launching of new products, and b) to explore the link between watching television sport (soccer) programs and the purchasing of innovative products. The other independent variables considered are: innovativeness, age, social categories, educational attainment and consumption frequency of television sport programs."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
56 => Essec\Faculty\Model\Contribution {#6298
#_index: "academ_contributions"
#_id: "7043"
#_source: array:18 [
"id" => "7043"
"slug" => "relationship-marketing-and-networks-management-from-simple-operator-to-high-service-provider"
"yearMonth" => "1996-06"
"year" => "1996"
"title" => "Relationship Marketing and Networks Management : From Simple Operator to High-Service Provider"
"description" => "JALLAT, F., LE NAGARD, E. et STEYER, A. (1996). Relationship Marketing and Networks Management : From Simple Operator to High-Service Provider."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "JALLAT F."
]
2 => array:1 [
"name" => "STEYER A."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les opérateurs de télécommunication doivent de plus en plus prendre en compte la dimension relationnelle du marketing pour faire face à une concurrence croissante et fidéliser leur clientèle. La communication donne quelques exemples de ces stratégies, notamment chez France Telecom."
"en" => "Telecommunication operators have to develop the relationship dimension of marketing in order to cope with a growing concurrence and manage their customer base. The presentation gives some examples of these strategies, in particular concerning the French telecommunication operator."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
57 => Essec\Faculty\Model\Contribution {#6299
#_index: "academ_contributions"
#_id: "7109"
#_source: array:18 [
"id" => "7109"
"slug" => "screening-for-pockets-of-resistance-a-longitudinal-study-on-the-use-of-a-newly-implemented-sales-force-automation-system"
"yearMonth" => "2013-07"
"year" => "2013"
"title" => "Screening for Pockets of Resistance: A Longitudinal Study on the Use of a Newly Implemented Sales Force Automation System"
"description" => "LE NAGARD, E. (2013). Screening for Pockets of Resistance: A Longitudinal Study on the Use of a Newly Implemented Sales Force Automation System. Dans: 35th ISMS Marketing Science Conference."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "35th ISMS Marketing Science Conference"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
58 => Essec\Faculty\Model\Contribution {#6300
#_index: "academ_contributions"
#_id: "7137"
#_source: array:18 [
"id" => "7137"
"slug" => "should-sellers-tell-the-story-of-second-hand-products-the-influence-of-symbolic-contagion-on-a-second-hand-purchase"
"yearMonth" => "2017-05"
"year" => "2017"
"title" => "Should Sellers Tell the Story of Second-Hand Products? The Influence of Symbolic Contagion on a Second-Hand Purchase"
"description" => "BEZANÇON, M., LE NAGARD, E. et GUIOT, D. (2017). Should Sellers Tell the Story of Second-Hand Products? The Influence of Symbolic Contagion on a Second-Hand Purchase. Dans: 33ème Congrès International de l’Association Française du Marketing."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "BEZANÇON M."
]
2 => array:1 [
"name" => "GUIOT D."
]
]
"ouvrage" => "33ème Congrès International de l’Association Française du Marketing"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
59 => Essec\Faculty\Model\Contribution {#6301
#_index: "academ_contributions"
#_id: "7200"
#_source: array:18 [
"id" => "7200"
"slug" => "strategies-de-constitution-et-de-valorisation-daudience-sur-le-web"
"yearMonth" => "1998-11"
"year" => "1998"
"title" => "Stratégies de constitution et de valorisation d'audience sur le Web"
"description" => "LE NAGARD, E. et SOMMER, T. (1998). Stratégies de constitution et de valorisation d'audience sur le Web."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "SOMMER T."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Si l'on examine les spécificités d'Internet par rapport aux autres médias, on constate que son caractère multimédia et interactif permet d'autres modes de constitution de l'audience, et aussi d'autres modes de valorisation économique de cette audience. L'article examine les différentes stratégies des sites Web à vocation commerciale. Le modèle initial de financement indirect est celui de la vente d'espaces publicitaires tarifés à la page vue, mais de nouveaux modes de tarification apparaissent. On passe ainsi d'une valorisation d'un simple contact à la recherche d'une fidélisation des internautes, afin de constituer des fichiers ciblés, qui peuvent être revendus, comme dans le modèle actuel du marketing direct. L'hypothèse de l'article est que plus les informations collectées sur les internautes sont détaillées, plus elles seront utiles, mais également coûteuses à collecter. Il faut en effet pouvoir inciter les internautes à révéler ces informations. Il existe ainsi un lien entre coût de constitution et recettes de valorisation de l'audience."
"en" => "Examination of the specific features of the Internet in comparison with the other media shows that its multimedia, interactive nature allows other ways of constituting an audience and also other ways of economic use of this audience. The various strategies of commercially-orientated Web sites is examined. The initial indirect funding model is that of the sale of advertising space priced per page seen, but new pricing methods are appearing. There is thus a transition from the use of a simple contact to seeking to make internauts faithful and to establish targeted mailing lists that can be sold, as in the present direct marketing model. The hypothesis put forward is that the more detailed the information on internauts the more useful it is, but it also becomes expensive to collect. Indeed, it should be possible to encourage internauts to reveal this information. There is thus a link between the cost of constituting an audience and the benefits drawn from its use."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
60 => Essec\Faculty\Model\Contribution {#6302
#_index: "academ_contributions"
#_id: "7363"
#_source: array:18 [
"id" => "7363"
"slug" => "the-influence-of-online-vindictive-messages-on-attitude-towards-the-brand"
"yearMonth" => "2019-01"
"year" => "2019"
"title" => "The Influence of Online Vindictive Messages on Attitude Towards the Brand"
"description" => "LE NAGARD, E., BUTORI, R. et DE CAMPOS RIBEIRO, G. (2019). The Influence of Online Vindictive Messages on Attitude Towards the Brand. Dans: 18th International Marketing Trends Congress 2019."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "BUTORI Raphaëlle"
]
2 => array:1 [
"name" => "DE CAMPOS RIBEIRO Gisele"
]
]
"ouvrage" => "18th International Marketing Trends Congress 2019"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
61 => Essec\Faculty\Model\Contribution {#6303
#_index: "academ_contributions"
#_id: "7728"
#_source: array:18 [
"id" => "7728"
"slug" => "marketing-planning-strategie-mise-en-oeuvre-et-controle"
"yearMonth" => "2005-01"
"year" => "2005"
"title" => "Marketing Planning: stratégie, mise en oeuvre et contrôle"
"description" => "BURK WOOD, M. et LE NAGARD, E. [Eds] (2005). <i>Marketing Planning: stratégie, mise en oeuvre et contrôle</i>. Pearson Education, 328 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "BURK WOOD M."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Direction d'ouvrage"
"en" => "Book editor"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'ouvrage présente les différentes étapes du processus de planification marketing : analyse de la situation, étude du marché et des clients, diagnostic, segmentation et ciblage et positionnement, définition de la stratégie, stratégie de produits et de marque, distribution et logistique, prix, communication, service clients, techniques de prévision et de budgétisation, évaluation des performances marketing et contrôle. Les nombreux exemples concrets utilisés pour illustrer le livre sont issus du monde entier."
"en" => "The book presents the different steps of marketing planning process: Situation analysis, marketing research, segmentation, tyargeting and positioning, setting objectives, product and brand strategy, channel and logistics strategy, price strategy, integrated marketing communication, customer service, measure of performance, and control. The numerous concrete examples provided come from all over the world."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
62 => Essec\Faculty\Model\Contribution {#6304
#_index: "academ_contributions"
#_id: "8113"
#_source: array:18 [
"id" => "8113"
"slug" => "limpact-de-lobsolescence-percue-des-biens-durables-sur-la-decision-de-remplacement-et-la-destinee-de-lobjet-remplace"
"yearMonth" => "2018-02"
"year" => "2018"
"title" => "L’impact de l’obsolescence perçue des biens durables sur la décision de remplacement et la destinée de l’objet remplace"
"description" => "LE NAGARD, E. et GUILLARD, V. (2018). <i>L’impact de l’obsolescence perçue des biens durables sur la décision de remplacement et la destinée de l’objet remplace</i>. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "GUILLARD V."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cette recherche vise à comprendre, définir et mesurer l’obsolescence perçue des objets dans le domaine des biens durables (OPP). Une étude qualitative auprès de 10 personnes suivie de trois études quantitatives auprès de 765 personnes ont permis de i) définir l’OPP comme la perception du consommateur qu’il existe un produit meilleur que le sien sur le marché ; ii) mesurer ses dimensions technologique, sociale, écologique, marchande et iii) comprendre ses antécédents et les conséquences sur l’intention de remplacer un produit, ainsi que sur la destinée de l’objet remplacé. Les résultats sont mis en perspective de la théorie ainsi que des implications sociétales et managériales."
"en" => "Cette recherche vise à comprendre, définir et mesurer l’obsolescence perçue des objets dans le domaine des biens durables (OPP). Une étude qualitative auprès de 10 personnes suivie de trois études quantitatives auprès de 765 personnes ont permis de i) définir l’OPP comme la perception du consommateur qu’il existe un produit meilleur que le sien sur le marché ; ii) mesurer ses dimensions technologique, sociale, écologique, marchande et iii) comprendre ses antécédents et les conséquences sur l’intention de remplacer un produit, ainsi que sur la destinée de l’objet remplacé. Les résultats sont mis en perspective de la théorie ainsi que des implications sociétales et managériales."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
63 => Essec\Faculty\Model\Contribution {#6305
#_index: "academ_contributions"
#_id: "5586"
#_source: array:18 [
"id" => "5586"
"slug" => "comment-les-distributeurs-peuvent-ils-reduire-le-risque-percu-pour-un-achat-doccasion-su-internet"
"yearMonth" => "2013-05"
"year" => "2013"
"title" => "Comment les distributeurs peuvent-ils réduire le risque perçu pour un achat d'occasion su Internet ?"
"description" => "BEZANÇON, M., GUIOT, D. et LE NAGARD, E. (2013). Comment les distributeurs peuvent-ils réduire le risque perçu pour un achat d'occasion su Internet ? Dans: 29e Congrès de l'Association Française du Marketing."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "BEZANÇON M."
]
2 => array:1 [
"name" => "GUIOT D."
]
]
"ouvrage" => "29e Congrès de l'Association Française du Marketing"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
64 => Essec\Faculty\Model\Contribution {#6306
#_index: "academ_contributions"
#_id: "5742"
#_source: array:18 [
"id" => "5742"
"slug" => "diffusion-of-innovation-of-complementary-products-an-empirical-approach"
"yearMonth" => "1995-07"
"year" => "1995"
"title" => "Diffusion of Innovation of Complementary Products : An Empirical Approach"
"description" => "LE NAGARD, E. et STEYER, A. (1995). Diffusion of Innovation of Complementary Products : An Empirical Approach."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "STEYER A."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La diffusion d'une innovation est souvent influencée par celle de produits complémentaires, notamment dans les industries de la communication où les ventes de matériel dépendent des programmes disponibles. L'article présente un modèle systémique de diffusion, composé de quatre sous-modèles, et testé sur la diffusion des lecteurs CD en France."
"en" => "Diffusion of an innovation is often influenced by the development of a complementary product , this is particularly important in communication industries where the sales of hardware products depend on the available compatible software. A model of diffusion of such a product is built on four submodels, and tested on an observation of the sales of CD players."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
65 => Essec\Faculty\Model\Contribution {#6307
#_index: "academ_contributions"
#_id: "5759"
#_source: array:18 [
"id" => "5759"
"slug" => "dissatisfied-consumers-revenge-on-the-internet-why-is-it-approved-by-other-consumers"
"yearMonth" => "2012-05"
"year" => "2012"
"title" => "Dissatisfied Consumers' Revenge on the Internet: Why Is it Approved by Other Consumers"
"description" => "LE NAGARD, E. et DE CAMPOS RIBEIRO, G. (2012). Dissatisfied Consumers' Revenge on the Internet: Why Is it Approved by Other Consumers. Dans: 41st EMAC Annual Conference 2012."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "DE CAMPOS RIBEIRO G."
]
]
"ouvrage" => "41st EMAC Annual Conference 2012"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
66 => Essec\Faculty\Model\Contribution {#6308
#_index: "academ_contributions"
#_id: "5779"
#_source: array:18 [
"id" => "5779"
"slug" => "does-an-enhanced-quality-of-image-lead-to-a-better-perceived-viewer-experience-the-case-of-uhd-tv-screen"
"yearMonth" => "2019-06"
"year" => "2019"
"title" => "Does an enhanced quality of image lead to a better perceived viewer experience? The case of UHD TV screen"
"description" => "LACHAT, A., LE NAGARD, E. et FLECK, N. (2019). Does an enhanced quality of image lead to a better perceived viewer experience? The case of UHD TV screen. Dans: R&D Management Conference 2019."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "LACHAT A"
]
2 => array:1 [
"name" => "FLECK N."
]
]
"ouvrage" => "R&D Management Conference 2019"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
67 => Essec\Faculty\Model\Contribution {#6309
#_index: "academ_contributions"
#_id: "6208"
#_source: array:18 [
"id" => "6208"
"slug" => "interaction-between-solicitation-framing-and-timing-on-consumers-willingness-to-share-e-wom"
"yearMonth" => "2019-09"
"year" => "2019"
"title" => "Interaction Between Solicitation Framing and Timing on Consumer's Willingness to Share e-Wom"
"description" => "LACAN, C., LE NAGARD, E. et DESMET, P. (2019). Interaction Between Solicitation Framing and Timing on Consumer's Willingness to Share e-Wom. Dans: 10th European Marketing Academy (EMAC) Regional Conference 2019."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:2 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
]
2 => array:1 [
"name" => "LACAN C."
]
]
"ouvrage" => "10th European Marketing Academy (EMAC) Regional Conference 2019"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
68 => Essec\Faculty\Model\Contribution {#6310
#_index: "academ_contributions"
#_id: "6274"
#_source: array:18 [
"id" => "6274"
"slug" => "limpact-de-lobsolescence-percue-des-biens-durables-sur-la-decision-de-remplacement-et-la-destinee-de-lobjet-remplace"
"yearMonth" => "2017-06"
"year" => "2017"
"title" => "L’impact de l’obsolescence perçue des biens durables sur la décision de remplacement et la destinée de l’objet remplace"
"description" => "LE NAGARD, E. et GUILLARD, V. (2017). L’impact de l’obsolescence perçue des biens durables sur la décision de remplacement et la destinée de l’objet remplace. Dans: 2017 Conference of the Administrative Sciences Association of Canada (ASAC)."
"authors" => array:2 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:1 [
"name" => "GUILLARD V."
]
]
"ouvrage" => "2017 Conference of the Administrative Sciences Association of Canada (ASAC)"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
69 => Essec\Faculty\Model\Contribution {#6311
#_index: "academ_contributions"
#_id: "12661"
#_source: array:18 [
"id" => "12661"
"slug" => "le-marketing-de-linnovation-concevoir-et-lancer-de-nouveaux-produits-et-services-label-fnege-2016"
"yearMonth" => "2015-08"
"year" => "2015"
"title" => "Le marketing de l'innovation. Concevoir et lancer de nouveaux produits et services [Label FNEGE 2016]"
"description" => "LE NAGARD, E. (2015). <i>Le marketing de l'innovation. Concevoir et lancer de nouveaux produits et services [Label FNEGE 2016]</i>. 3 ed. Dunod."
"authors" => array:1 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2023-01-27 01:00:40"
"publicationUrl" => "https://www.cairn.info/le-marketing-de-l-innovation--9782100722402.htm"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cette 3e édition, entièrement actualisée, propose de nouveaux exemples et cas dentreprise et intègre des thèmes dactualité tels que la co-innovation avec les clients, le big data, les objets connectés, le crowdsourcing, le design thinking, le prototypage rapide, les consommateurs émergents, le bottom of the pyramid, linnovation inversée, la consommation collaborative, lobsolescence programmée..."
"en" => "Cette 3e édition, entièrement actualisée, propose de nouveaux exemples et cas dentreprise et intègre des thèmes dactualité tels que la co-innovation avec les clients, le big data, les objets connectés, le crowdsourcing, le design thinking, le prototypage rapide, les consommateurs émergents, le bottom of the pyramid, linnovation inversée, la consommation collaborative, lobsolescence programmée..."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
70 => Essec\Faculty\Model\Contribution {#6312
#_index: "academ_contributions"
#_id: "12875"
#_source: array:18 [
"id" => "12875"
"slug" => "drivers-of-consumers-willingness-to-answer-an-ewom-solicitation-for-a-time-limited-offer"
"yearMonth" => "2022-04"
"year" => "2022"
"title" => "Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer"
"description" => "LACAN, C., LE NAGARD, E. et DESMET, P. (2022). Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer. <i>Journal of Interactive Marketing</i>, 57(2), pp. 343-355."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:2 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
]
2 => array:1 [
"name" => "LACAN Camille"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "solicited eWOM"
1 => "solicitation framing"
2 => "construal levels"
3 => "time-limited offer"
]
"updatedAt" => "2022-06-03 11:04:46"
"publicationUrl" => "https://doi.org/10.1177/10949968221083096"
"publicationInfo" => array:3 [
"pages" => "343-355"
"volume" => "57"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals."
"en" => "To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-04-19T23:22:06.000Z"
]
+lang: "fr"
+"_type": "_doc"
+"_score": 5.3088007
+"parent": null
}
71 => Essec\Faculty\Model\Contribution {#6313
#_index: "academ_contributions"
#_id: "14047"
#_source: array:18 [
"id" => "14047"
"slug" => "a-typology-of-consumers-regarding-perceived-obsolescence-the-paradox-of-eco-conscious-consumers"
"yearMonth" => "2023-08"
"year" => "2023"
"title" => "A typology of consumers regarding perceived obsolescence: The paradox of eco-conscious consumers"
"description" => "GUILLARD, V., LE NAGARD, E. et DE CAMPOS RIBEIRO, G. (2023). A typology of consumers regarding perceived obsolescence: The paradox of eco-conscious consumers. <i>Journal of Cleaner Production</i>, 412, pp. 137202."
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"en" => "The lifespan of durable goods is a global concern because it has consequences not only in terms of waste management and natural resources but also in terms of consumer well-being. Companies and consumers are concerned, in particular, by the frequency of product replacement, which itself depends, on the consumer side, on their evaluations of the product's perceived obsolescence. The objective of this article is to better explain the intention to replace a durable good while it is still in working order. More specifically, we investigate the role of perceived product obsolescence (PPO) on product replacement intention. An exploratory qualitative study (n = 10) leads to a definition of PPO as the difference between the perceived value of a product owned and what is currently available on the market. Four data collections (n = 948) form the basis for the development of a PPO measurement scale involving five dimensions (aesthetic, social, technological, commercial, environmental), and their association with product replacement intention is demonstrated. Finally, a typology of consumers with respect to their “PPO scores and individual characteristics” is built. We show that the most ecologically aware consumers are also the ones who intend to replace the perceived obsolete product the quickest, as they perceive that it is not ecologically efficient enough. These results and this paradox allow us to formulate societal recommendations."
]
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72 => Essec\Faculty\Model\Contribution {#6314
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]
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}
73 => Essec\Faculty\Model\Contribution {#6315
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"title" => "Individuals' Connection with Social Robots in a Successful Appropriation: a Netnographic Exploration"
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