nep-mkt New Economics Papers
on Marketing
Issue of 2014‒04‒05
seven papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. The Effect of Customer Empowerment on Adherence to Expert Advice By Camacho, N.M.A.; de Jong, M.G.; Stremersch, S.
  2. Création de trafic sur les sites web marchands : enjeux et arbitrages entre visibilité et réputation By Volle, Pierre; Isaac, Henri; Charfi, Ahmed Anis
  3. Screening for Good Patent Pools through Price Caps on Individual Licenses By Aleksandra Boutin
  4. Le Bien-Vieillir Désiré : Vers une nouvelle segmentation des 50-65 ans By Senges, Eloïse; Guiot, Denis; Malas, Ziad
  5. Le trottoir comme hétérotopie : exploration d’une nouvelle utopie contemporaine dans la consommation By Roux, Dominique; Guillard, Valérie
  6. The Institutionalization of Socio-Responsible Business: Global Trends and Regional Features By Frolov, Daniil; Shulimova, Anna
  7. Le consommateur et les caisses automatiques : Pour une compréhension du processus d’adoption By Benoît-Moreau, Florence; Bonnemaizon, Audrey; Cadenat, Sandrine; Renaudin, Valérie

  1. By: Camacho, N.M.A.; de Jong, M.G.; Stremersch, S.
    Abstract: Customers often receive expert advice related to their health, finances, taxes or legal procedures, to name just a few. A noble stance taken by some is that experts should empower customers to make their own decisions. In this article, we distinguish informational from decisional empowerment and study whether empowerment leads customers to adhere more or less to expert advice. We empirically test our model using a unique dataset involving 11,735 respondents in 17 countries on four continents. In the context of consumer adherence to doctors’ therapy advice (patient non-adherence to doctor advice may cost about $564 billion globally to the pharmaceutical industry every year), we find that decisional empowerment lowers adherence to expert advice. The effect of informational empowerment varies predictably across cultures and is only universally beneficial when initiated by the customer. These findings have important implications for professional service providers.
    Keywords: relationship, services marketing, expert services, professional services, advice-taking, advice-giving, adherence to expert advice, empowerment, delegation, international marketing research, cross-cultural studies, health marketing, consumer behavior
    Date: 2014–03–31
  2. By: Volle, Pierre; Isaac, Henri; Charfi, Ahmed Anis
    Abstract: This research aims to help commercial web sites' manager to improve the performance of marketing investments in the development of traffic, amounting to more than 10% of sales. To do this, we present a typology of the process of choosing a merchant web site in order to highlight two major issues in creating traffic (i.e., the visibility and reputation). Then, based on recent cases, we propose a methodology to trade-off between these two issues and to select the tools for creating the most relevant traffic. This methodology improves the allocation of marketing budgets and manages the investments made by merchant web sites to create traffic.
    Keywords: trafic; visibilité; e-réputation; typologie de visite; e-commerce; traffic; visibility; online reputation; type of visit;
    JEL: L14 L81 M31
    Date: 2013–01
  3. By: Aleksandra Boutin
    Keywords: technology licensing; patent pools; substitutes and complements; independent licensing; price caps; joint marketing
    JEL: K11 K21 L12 L24 L41 M20
    Date: 2014–03
  4. By: Senges, Eloïse; Guiot, Denis; Malas, Ziad
    Abstract: Aging well is now a major societal issue. Applied to marketing, the relevance of Desired Aging Well criterion is tested in this paper to segment the 50-65 years old market on a sample representative of French people. A typology based on consumer behavior regarding financial investments, leisure activities and health innovations reveals four consumer segments (the wealthy far-sighted, the dissatisfied passives, the lukewarm and the well-aging) whose constitution is influenced by Desired Aging Well. Managerial recommendations based on this criterion are proposed.
    Keywords: bien vieillir; vieillissement réussi; 50-65 ans; comportements de consommation; typologie; aging well; successful aging; 50-65 years old; seniors; consumption behaviors; typology; segmentation;
    JEL: D11 D91 M31
    Date: 2014–01
  5. By: Roux, Dominique; Guillard, Valérie
    Abstract: This article aims to confront Foucault’s (2001) concept of heterotopia (2001) – the physical location of an utopia – with a "new, "informal and non-institutionalized retail space for gleaning second hand items : the sidewalk during the time of bulky item collection. A qualitative survey conducted with 17 urban gleaners shows that this place may be indicative of some contemporary utopias. Drawing on six distinctive features that define an heterotopia, we show that the sidewalk 1) is both an heterotopia of crisis and deviation; 2) changed function over time in becoming now a place for provisioning; 3) is a juxtaposition of different places, places of transit and supply, but also of personal stories via those of objects and/or encounters; 4) is an heterochrony, i.e. a moment that suspends time and traditional practices; 5) is a closed space between the gleaner and the real and imagined gaze of the other; and finally 6) has a function of supply, but also of denounciation of the consumption system. The concept of heterotopia finally underscores the importance of space in the field of consumption, not only with places being the unit of the analysis, but also in the form of dialogics that these "counter-sites" maintain with more conventional forms.
    Keywords: Glanage urbain; hétérotopies; modes alternatifs d’approvisionnement; marges de la consommation; critique marketing; Urban gleaning; heterotopia; alternative modes of provisioning; margins of the consumption system; critical marketing;
    JEL: D11 D12 D19 E26 M31
    Date: 2014–01
  6. By: Frolov, Daniil; Shulimova, Anna
    Abstract: The article describes the dual nature of business social responsibility: global and regional. The increased pressure of globalization produces a new stakeholder expectations and efforts of companies to conform to it. As a result of return reaction the growing requirements of International standards of business ethics create common effect on corporate management and organizational behavior. However, the institutional conditions of the firm evolution are determined by regional basics of institutional environment. It sets up a local differentiation of socio-responsible activities of corporate sector. Focused on the possibilities of institutional transplantation we consider economic benefits of an importation and a further adaptation of business social innovations for developing countries and Russia.
    Keywords: business social responsibility; firm evolution; corporate management and marketing; institutions; institutionalization; transplantation
    JEL: B52
    Date: 2014
  7. By: Benoît-Moreau, Florence; Bonnemaizon, Audrey; Cadenat, Sandrine; Renaudin, Valérie
    Abstract: Self-checkout technologies (self-checkout or self-scanning systems) enjoy rapid development since the end of the 2000’s. Through qualitative interviews with retailers’ clients, this paper analyses their perception and usage of these new technologies. It helps to understand the process of adoption of these technologies and analysis how they change the client's identity. It also reveals how consumers perceive societal consequences associated (unemployment, fear of automatization...). Guidelines are proposed to managers in order to facilitate self-checkout devices’ adoption.
    Keywords: caisses automatiques; technologies de libre-service; grande distribution; processus d’adoption; entretiens qualitatifs; self-checkout; self-scanning; self-service technologies (SST); retail; adoption process; qualitative interviews;
    JEL: D11 D12 M31
    Date: 2014–01

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