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Populating grocery store aisles with its easily recognizable green containers, Activia (a probiotic yogurt) claims to help regulate the digestive system in fourteen days. The commercial success of this functional food product reveals intersections among discourses of digestion, gendered eating, ideal bodies, nutrition, health, and food pharmaceuticals, as eaters navigate an increasingly medicalized foodscape. This paper draws from print and online advertisements, product packaging, press coverage, and industry reports, as well as a variety of secondary sources that analyze digestion as a cultural act. From the naked, flat stomachs prominently featured in advertisements to the heart-shaped icons used to navigate its website, this paper also demonstrates how Activia constructs digestion and freedom from constipation as components of an idealized, white, middle to upper class, female identity.
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This paper presents the results of a large survey on the association of services to French products in foreign markets. ‘Tertiarization” seems to be a very real trend among all exporting firms, including SMFs. Even if it concerns less than one third of these firms, it seems to endow them with additional dynamism in the foreign markets. The mainspring of this tertiarization is the complexity of the product which concerns sectors to differing degrees. The level of organization and the type of export are also relevant. Two prevailing logics of product services have been identified: the technical environment of the product and its logistic environment. The former is closely related to the complexity of products (capital goods) while the latter primarily concerns the other sectors. French exporting SMFs seem reluctant to develop subsidiaries abroad. Most of them deliver services directly by themselves or by subcontracting local agents. For most SMFs “tertiarization” of exports is above all a cost, but some firms obtain new incomes from tertiary activity: when service offer is conceived from the beginning, as a branching out into the tertiary sector or when the tertiary environment of the product becomes more complete.
Keywords: Stratégie, International, Marketing, Service associé, Couple produit-service, Exportation, PME