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An inductive typology of the interrelations between different components of intellectual capital



Management Decision, 2016

Elizabeth Albertini

Article

Purpose – The purpose of this paper is to enhance knowledge of the full set of interrelations between IC components by providing an inductive typology of their strategic interactions. Design/methodology/approach – To answer the research question the author conducted a content analysis of CEOs’ letters to shareholders published by 122 companies among the 200 first […]

Reviving sleeping beauty brands by rearticulating brand heritage



Journal of Business Research, 2016

Delphine Dion et Gérald Mazzalovo

Article

This study investigates the marketing strategies used to revive “sleeping beauties”, that is, brands that are no lon- ger active on the market but which retain potential brand equity that can be conjured up in the minds of con- sumers by rearticulating the brand’s heritage. Drawing on interviews with professionals in luxury and mass- market […]

From Brand Identity to Polysemous Brands: Commentary on Performing Identities: Processes of Brand and Skakeholder Identity Co-Construction



Journal of Business Research, 2016

Géraldine Michel

Article

The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity. The author underlines the importance of better […]

The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation



Proceedings of the Academy of Marketing Science, AMS-WMC, Paris, 2016

Isabelle Aimé, Fabienne Berger-Remy et Marie-Eve Laporte

Conférence

Since the 1930s, the brand manager system (BMS) has become a marketing organization standard. Yet, its relevance is questioned with the digital revolution. We build on Low and Fullerton (Journal of Marketing Research (JMR) 31(2):173–190, 1994) to make a historical analysis of the BMS evolution. The analysis of 44 academic articles highlights three periods. Today, […]

L’enracinement dans les cultures régionales pour créer des marques fortes



Annales Méditerranéennes de l'Economie, 2016

Dion D., Rémy E. et Sitz L.

Article

Plus de 100.000 fans sur la page Facebook de la marque Hénaff, plus de 3.000 personnes qui parlent de la marque sur Facebook… Comment et pourquoi une marque de pâté, qui plus est régionale, arrive-t-elle à réunir autant de fans et à générer autant de discussions ? Bien plus que du pâté en boite, cette […]