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Les villes de toutes tailles rivalisent aujourd'hui avec des endroits et des organisations situés sur tous les continents pour attirer les investisseurs, touristes, entreprises, travailleurs, étudiants et futurs résidants. Afin de faire face à cette concurrence mondiale, l’utilisation d’approches et de stratégies de marketing et de branding territorial par les autorités municipales dans leur démarche de planification et de gestion urbaine est de plus en plus fréquente. Ce mémoire se penche sur le caractère politique du branding des villes, qui a été jusqu’ici très peu exploré. Il expose l’engouement observé pour l’adoption de ce type de politiques dans un nombre croissant de villes et s’intéresse à l’influence de la communauté de consultants en marketing des villes dans le transfert de ce type de pratiques. Puisqu’il …

Depuis les années 1980-90, la communication marketing s’est progressivement intégrée de manière compliquée dans les mondes de l’art puisqu’elle bouscule, questionne, complémente, et parfois contrevient à l’intention artistique. Récemment, l’aspect expérientiel des oeuvres est devenu une dimension centrale dans la mise en valeur et la diffusion. En effet, la recherche récente dans le domaine du marketing a relevé l’importance grandissante de la notion d’expérience en consommation de manière générale. Mais quelles sont les particularités de l’expérience des arts vivants et comment les prendre en compte dans une perspective communicationnelle sans les dénaturer ? Ce projet prend comme terrain le Festival TransAmériques (FTA) de Montréal, le plus grand festival de création contemporaine en Amérique du Nord. Nous nous intéressons à la représentation de l’expérience festivalière dans …

Numerous social, economic and academic pressures can have a negative impact on representations of biomedical research. We review several of the forces playing an increasingly pernicious role in how health and science information is interpreted, shared and used, drawing discussions towards the role of narrative. In turn, we explore how aspects of narrative are used in different social contexts and communication environments, and present creative responses that may help counter the negative trends. As traditional methods of communication have in many ways failed the public, changes in approach are required, including the creative use of narratives.

Keywords: communication en santé, communication scientifique, réseaux sociaux, récit, santé publique, Health Communication, Science Communication, Social Media, Narrative, Public Health

The prohibition of pyramidal lotteries was introduced in the Criminal Code in 1935. Yet, such activities have increased since the beginning of the 1970's, especially in the province of Quebec. One should distinguish between pyramidal lotteries prohibited by the Criminal Code and pyramidal sales. Distinctions between these two concepts brought the courts to deal with nuances. Each case relates to its own facts. Considering the ingenuity of promoters of such schemes, the courts have had to unmask different forms of operations, in order to detail the constituent elements of the offence and to decide upon the validity of different defences. One might think that the question has been covered, but it will be necessary to wait and see what will be the effect of the new article 190 of the Criminal Code, which authorizes a provincial license to operate a pyramidal lottery.

The author continues the presentation of his work exploring a “new cooperative paradigm.” From the emergence of this new paradigm (Recma nos. 275-276) to its application (Recma no. 295), he showed us the challenge for cooperatives of implementing consistent practices that foster employee and customer-member loyalty. In this article, he looks at what motivates managers and customer-members, i.e. the key players, to adopt the cooperative model beyond just ideological arguments. Managers' interest in a model centered on loyalty is examined using a database on the 51 banks of the Desjardins cooperative banking group. The relationship between loyalty and performance in the cooperative context is thus illustrated. The analysis of customer-member motivations is based on a survey conducted in 2005 of four cooperatives participating in the action-research—two Desjardin banks and two agricultural purchasing cooperatives. By highlighting the central role of business practices, the article puts into perspective the incentives for cooperation and member participation generated by managing loyalty.

Fundraising by health organizations is a very long-standing practice. In France, with the exception of some health organizations that have implemented a strategy to raise funds for many years, few have yet developed a professional approach. Conversely, the fundraising is practiced in many hospitals in the United States, Québec. In addition, research is scarce. The objective of this article is consequently exploratory. It aims at highlighting the levers, specificities and characteristics of hospital fundraising. These questions will be dealt with regarding this scarce literature review and exploratory interviews.

Keywords: fundraising, établissements de santé, donateurs, fundraising, health organizations, donors, fundraising, centros hospitalarios, donantes

Indigenous Bolivians, especially women, are climbing the ranks of global multilevel marketing (MLM) companies like Herbalife, Omnilife, and Hinode, seeking to join Bolivia's purportedly rising Indigenous middle class. Through MLMs, Indigenous direct sales distributors pursue a dignified life materialized in better homes, smart dressing, international travel, and the respect they receive at recruitment events. In their recruitment and sales pitches to potential buyers and downline vendors, Indigenous distributors fashion testimonials about their successes that explicitly critique existing avenues of class mobility and their racialization in two ways. First, these testimonials counter the skepticism that multilevel marketing companies face by citing a litany of false promises offered by higher education, salaried employment, and public sector jobs—avenues long heralded as the stepping stones to entwined racial and class mobility in Bolivia. They further voice their frustrations with perceived status hierarchies and organizational barriers among Indigenous merchants, highlighting their own sense of alienation from the connections and protections that have enabled the financial success of other Indigenous entrepreneurs. Second, while lodging these critiques, distributors repurpose racialization toward their own recruitment ends. As MLM distributors pursue their visions of the good life, the testimonials that Indigenous MLM recruiters craft to enable their ascent expose, rely on, and rework the bounds of racial capitalism. Ultimately, their critiques reveal how the racial partitioning that enables capitalist extraction operates through the work of direct sales.

Keywords: Racial capitalism, class, racialization, Andes, indigeneity, multilevel marketing, Capitalisme racial, classe, racialisation, Andes, autochtonie, marketing à plusieurs niveaux

The analysis of the links between the possession of one or more competitive advantages and the performance of the firms is a topic which has been already largely broached in strategic management literature. Some of these studies have focused more precisely on the resource combinations leading to high performance levels. Generally speaking, however, their fields of investigation have remained restricted to specific industries, with the result that the findings cannot be applied broadly. Taking this observation as a starting point, and using the « Resource-Based View » model, which represents the most complete theoretical corpus on this question, this study aims to identify standard profiles of resource combinations and of competitive advantage creation and to compare their respective performances. The analysis makes use of 3,049 surveys taken from the Banque de France database on the economic and financial behaviour of SME's in the French manufacturing sector. For that purpose, a typological analysis is led. Six standard strategies of resource combinations associated with different competitive advantages are thus brought to the fore. The six groups are then compared on three performance criteria. It is shown in particular that firms that obtain the best performances are those that adopt a differentiated competitive positioning using the marketing function as a support of creation of their competitive advantages.

Keywords: Combinaison de ressources, Avantages concurrentiels, Performances, Modèle «de ressources de base », PME, Industrie manufacturière, Typologie de stratégies d'allocation de ressources

At a time when American and European brands communicate on childlike behavior in adult consumers, this paper explores the inner child concept through an ethnography of cosplay conducted in the US and France. Findings reveal a certain degree of homogeneity between American and French behaviors. We therefore suggest that companies who do business in these countries consider the critical role of play during consumption experiences and more particularly consumers' preference for disorganized and spontaneous play.

Keywords: comportement enfantin, jeu, paidia, ethnographie, cosplay, réalité, childlike behavior, play, paidia, ethnography, cosplay, reality, comportamiento infantil, juego, paidia, etnografía, cosplay, realidad

Commercial coopetition consists of cooperating with competitors in customer-like activities. This strategy has developed substantially in recent years but has been little studied in the literature. This research aims to analyze the forms of commercial coopetition and the tensions it generates to understand the sources of blockage and propose management devices. To do so, we deploy a qualitative research protocol based on 23 semi-directive interviews with directors of alliances and partnerships. The research results reveal two forms of commercial coopetition that create five types of inter- and intraorganizational tensions and we identify three ways of managing these tensions.

Keywords: Commercial coopetition, management, tensions, sponsors, alliance and partnership directors, Coopétition commerciale, management, tensions, double-booking, sponsors, directeurs d'alliances et de partenariats, Coopetición comercial, gestión, tensiones, double booking, patrocinadores, directores de alianzas