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The globalisation of markets and the new knowledge-based economy has forced us to change the way in which we describe the sources of competition and the performance of small and medium-sized businesses. The experts believe that small and medium-sized businesses must expand their activities into foreign markets; the success of this effort will closely depend on their ability to use information. In spite of the research, the impact of information on the performance of small and medium-sized businesses has not yet been clearly demonstrated. Using the data of a study of 110 small and medium-sized businesses, this study attempts to shed new light on this issue. A discussion of the impact of the results appears in the conclusion.

Keywords: Hébergement, réseaux sociaux, participation, consommation, partage

In this article, we highlight an alternate model of innovation for multinational corporations from advanced markets targeting emerging markets. This model, labeled the intermediate model, is characterized by the nature of the targeted markets as well as the development process. We show that, conversely to the glocal and local models, the intermediate model mixes corporate and local resources from the early stage of the innovation process, during the development and, until the deployment and commercialization of the innovation in the successive emerging markets. We address these questions through the case of a French telco operator targeting Africa and the Middle East.

Keywords: Innovation, Multinationals, Emerging Markets, Glocalisation, Region, Innovation, Multinationales, Marchés émergents, Glocalisation, Région, Innovación, multinacionales, mercados emergentes, glocalización, región

Depuis trente ans, les campagnes électorales sont menées par des stratèges en communication qui appliquent à la sphère politique les principes qui guident le marketing commercial (Giasson, 2006a). Les principaux indicateurs du malaise démocratique se manifestent également depuis une trentaine d’années. Ce parallèle mène plusieurs chercheurs à s’interroger sur la possibilité d’un phénomène de « marketing malaise » (Giasson et coll., 2012a; Savigny, 2008). Les objectifs de cette thèse sont les suivants : 1) évaluer la plausibilité théorique de cette hypothèse et 2) proposer une première analyse empirique qui relève et décrit les perceptions des citoyens à l’égard des pratiques de marketing politique et des effets perçus sur la démocratie. Nous proposons pour la première fois un cadre théorique du marketing malaise à partir du …

The question of the immaterial is most often discussed by the management sciences from the point of view of managed assets and available internal resources. Another approach exists, which consists in considering that the final quality of the product, such as perceived by the consumer, is immaterial and is modified by signs that are more or less controllable by the firm. Approaching the question of the immaterial from a market point of view is studied here taking into consideration a particular attribute of certain products, the label and its more or less marked effect on the willingness to pay.

Keywords: capital immatériel, label, marque, qualité, consentement à payer, immaterial capital, label, brand, quality, willingness to pay, capital inmaterial, sello, marca, calidad, acuerdo para pagar

The sense of virtual community is defined as the sense of being tied to the group. It is relatively a new concept that needs more exploration. First, this research develops a French scale measure for it. The latter relies on the scale measure of Koh and Kim (2003). Second, its influence on loyalty is explored. Data from 342 members of company-managed virtual communities have been collected. Results show that the sense of virtual community favours loyalty. However, it makes weaker the influence of the relationship quality on loyalty.

Keywords: communauté virtuelle, sentiment communautaire virtuel, qualité de la relation client, fidélité, virtual community, sense of virtual community, Customer relationship quality, loyalty, comunidad virtual, sentido virtual de la comunidad, la calidad de la relación con el cliente, de fidelidad

The goal of this paper is to present the results of a study on the relation in terms of product between the research efforts of a small company and its innovative activity. Based on data provided by the SMI Lorraine panel, our results underline the importance of the level of the research effort, of the human ressources dimension and of customer orientation in the différenciation of the innovative practices of the SMI. On the contrary, the financial dimension, associated with the costs of research and development as well as with market research expenses, dees not seem to intervene in the différenciation of innovative behaviour.

The purpose of this article is to document the measures adopted in the late 1980s in response to the trade situation, to propose an understanding of the history of the winemaking industry in Ontario in six phases shaped by policy responses and to reflect on the forces of change. Were the challenges to the status quo external or internal? To what degree were changes simply incremental? Were the salient forces entrepreneurial, political, or bureaucratic? To what degree were key policy entrepreneurs important? Finally, this article examines the evolution of instrument choices that were made by the provincial government to protect and promote the winemaking industry, both as a product and as a destination.

L'objectif de notre travail de recherche consiste à déterminer l'impact de l'adoption des nouveaux processus en management du marketing par les PME exportatrices québécoises sur leurs performances à l'exportation. Pour atteindre cet objectif, nous avons mené une étude quantitative qui, en partant d'une large revue de littérature, a été réalisée par le biais d'une enquête par questionnaire envoyé en ligne à un échantillon de 46 PME exportatrices québécoises. Nous avons, ainsi, élaboré 10 hypothèses qui avaient pour objectif de tester les relations entre l'impact de l'adoption des innovations marketing B2C et B2B sur la performance à l'exportation des PME québécoises. La performance à l'exportation a été représentée par cinq indicateurs qui sont : l'intensité d'exportation, la croissance du chiffre d'affaire à l'exportation, le nombre de …