Documents found
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39.More information
Very small enterprises (VSEs) demonstrate limited interest in marketing. This should not, however, be interpreted as resistance to change or simply an overly traditional view of management. Although such a view is part of the relationship between VSEs and marketing, other factors appear to better explain observed behaviour, specifically the particular relationship VSEs have with their customers and their environment. This relationship is built around the concept of proximity, both geographical and cultural, which puts the pursuit of new customers - a primary marketing objective - in a different perspective.We have analyzed the reasons for this lack of interest using a survey of 376 French VSEs. We compared this survey to other similar studies. The results confirm that VSEs reject certain marketing practices, but without neglecting other types of strong customer connections. It is by examining these connections that we can best propose business and marketing solutions to suit these enterprises.
Keywords: Artisanat, Commercialisation, Marketing, Proximité, TPE
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40.More information
The objective of this paper is to highlight and estimate determinants of stakeholder participation in the territorial marketing process of a place brand. Based on the content analysis of 25 interviews, validation of two structural equation models is performed. The results confirm that attachment to the place brand has a positive influence on stakeholder participation. Similarly, place brand attachment is positively influenced by the sense of regional belonging, organizational commitment and satisfaction with the association supporting the brand.
Keywords: implication organisationnelle, attachement à la marque, sentiment d'appartenance territoriale, participation, marketing territorial, organizational commitment, brand attachment, sense of place belonging, participation, place marketing, implicación organizativa, apego a la marca, sentimiento de pertenencia territorial, participación, marketing territorial