Documents found
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61.More information
In the face of current societal challenges, an in-depth transformation of marketing seems necessary. Born-sustainable SMEs can be experimental laboratories and important actors in bringing about changes in the market in favour of sustainability. Through a qualitative study utilizing various materials, we aim to understand the marketing practices that enable them to shape the market for sustainable offerings and thus legitimize their presence in that market. The results show that born-sustainable SMEs adopt a collaborative approach that goes beyond the classic supply-demand relationship by mobilizing a network of actors, seeking to build collective legitimacy.
Keywords: Pratiques marketing, Façonnage des marchés, Légitimité, Offre durable, PME nées durables, Marketing practices, Markets-shaping, Legitimacy, Sustainable offerings, Born-sustainable SMEs, Prácticas de marketing, Configuración de mercados, Legitimidad, Oferta sostenible, PyME nacidas sostenibles
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63.More information
AbstractFood marketing comprises a core part of the current food environment and is routinely identified as a main contributor to childhood obesity. Excess body weight affects over 26% of children in Canada—prompting a range of interventions to address the problem.Food policy and regulation form a key strategy in current attempts to combat the toxic environment, and this paper outlines the various modes of regulation that work to govern children's “taste” in Canada. In particular, it details some of the promising, and problematic, aspects of seeking legal solutions to public health problems, especially when it comes to children and children's food marketing.
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64.More information
In this practice report on integrating information technologies, we show how the way in which we adapted the preparation for the practical exercises of an introductory marketing course. We used seven different digital tools to make the work more personalized, engaging and interactive. This pedagogical innovation was evaluated by the students, the teaching team and independent experts. On the basis of this three-fold assessment, this report identifies the strengths, weaknesses and areas for future improvement of this learning aid.
Keywords: Marketing, études de cas, innovation pédagogique, Marketing, case studies, pedagogical innovation
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67.More information
The genesis of this research is based on two observations: the issue of the boundary between the concepts of artisan and artist has been debated for many years and remains very unclear; marketing is playing an increasingly important role among artisans, both at the academic level and in practice. Thus, the objective of this research is twofold: to contribute to enriching the debate on the boundary between the artisan and the artist from a marketing perspective, and to deepen the understanding of the artisan in terms of their practices, motivations, and strategic orientations. After analyzing the historical, institutional, and academic definitions of these two notions, the semiotic square method, developed by Greimas and Courtès (1993), is employed. The results highlight four types of activities (artisanal, artistic, commercial, and industrial) that oppose and differentiate themselves on several criteria: manual vs non-manual know-how, intrinsic vs extrinsic motivations, and product vs customer orientation. To sum up, the marketing orientation of the artisan appears as a crucial element in distinguishing them from the artist.
Keywords: Artisan, Artiste, Carré sémiotique, Orientation marketing, Motivations intrinsèques et extrinsèques, Artisan, Artist, Semiotic square, Marketing orientation, Intrinsic and extrinsic motivations, Artesano, Artista, Cuadrado semiótico, Orientación al marketing, Motivaciones intrínsecas y extrínsecas
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68.More information
The relationships between large retailers and manufacturers are often perceived as conflicting, as part of a fierce struggle to get a share of value added. To extend its market power, the large retailer develops a short-term vision of exchange, with no will of long-term commitment. However, the literature insists on the emergence of a new form of relational dynamics that breaks with the old ways of relationship governance. The paper examines the reality of this mutation from a field study conducted in an emerging country, and concludes with the adoption of a long-term orientation by the large retailer, under a number of specific conditions.
Keywords: canal de distribution, confiance, dépendance, orientation à long terme, relations inter-organisationnelles, distribution channel, trust, dependence, long-term orientation, interorganizational relationships, canal de distribución, confianza, dependencia, orientación a largo plazo, interorganizacionales relaciones