|
on Marketing |
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Issue of 2017‒09‒10
eighteen papers chosen by João Carlos Correia Leitão Universidade da Beira Interior |
| By: | Caroline Orset (ECO-PUB - Economie Publique - INRA - Institut National de la Recherche Agronomique - AgroParisTech); Nicolas Barret (AgroParisTech); Aurélien Lemaire (AgroParisTech) |
| Abstract: | Although plastic induces environmental damages, almost all water bottles are made from plastic and the consumption never stops increasing. This study evaluates the consumers' willingness to pay (WTP) for different plastics used for water packaging. Successive messages emphasizing the characteristics of plastic are delivered to participants allowing explaining the influence of information on the consumers' WTP. We find that information has a manifest effect on WTP. We show there is a significant premium associated with recycled plastic packaging and organic and biodegradable plastic packaging. As there is no consensus on the plastic which is the most or the least dangerous for the environment, we propose different policies for protecting the environment. We discuss about the impact of these policies on consumer's purchasing decisions: switching one plastic packaging for another, or leaving water plastic bottles' market. We see that from the standpoint of consumer surplus, regulation is effective with certain environmental policies. Choosing between them then depend on the priorities of the regulator and pressure of lobbies. |
| Keywords: | Regulatory instruments,Bioplastic bottles,Consumer's willingness to pay,Biodegradable plastic bottles,Information campaign,Recycling plastic bottles |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01500900&r=mkt |
| By: | Caroline Ardelet (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre); Nathalie Veg-Sala (UPN - Université Paris Nanterre, CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre); Alain Goudey (DRM - Dauphine Recherches en Management - Université Paris-Dauphine - CNRS - Centre National de la Recherche Scientifique); Marie Haikel-Elsabeh (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre) |
| Abstract: | Our research explores consumers’ ambivalence about the purchase and the use of smart objects. A qualitative study with two steps (composed by 22 consumers’ individual interviews and two focus groups) investigates the dimensions of ambivalence (easiness, intelligence, social links and emotion of smart objects). We find different schemas of ambivalence, depending on the link between the consumer (user or non user) and the function given to the objet (utilitarian, experiential, symbolic). A typology is proposed, so as to recommend changes in the marketing discourse on smart objects. |
| Abstract: | Notre recherche étudie l’ambivalence des consommateurs à l’égard de l’achat et de l’utilisation des objets connectés. Une étude qualitative en deux phases (composée de 22 entretiens individuels et de 2 groupes focus) explore les dimensions de l’ambivalence (facilité, intelligence, lien social et affect). Plusieurs schémas d’ambivalence émergent en fonction du lien existant entre le consommateur (utilisateur ou non) et la fonction qu’il donne à l’objet (utilitaire, expérientielle, symbolique). La typologie proposée permet de recommander une évolution du discours marketing autour des objets connectés. |
| Keywords: | Internet,Objets connectés,ambivalence,Lien à l'objet |
| Date: | 2017–04 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01570286&r=mkt |
| By: | Catherine Lande (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12); Marianne Abramovici (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12) |
| Abstract: | Aims and issues of the communication: How the customer's role in the production process is conceived is a central question in services management that can be addressed through the perspective of human resources management (Bowen, 1986) or work analysis (Dujarier, 2008). The concept of customer deviance is then used to examine the role normally prescribed for the customer and situations where the normal process of coproduction fails (Tax et al., 2006). The aim of this communication is to present the initial findings of a study aiming to describe and reveal the customer's real role, the real work of front-office personnel and the co-management of uncertainties frequently arising in the interaction process (Larson and Bowen, 1989) with the aim of improving the perceived quality of a specific service. Research design and methodology: The topic addressed is automobile after-sales services, a strategic business for car manufacturers, both financially and in terms of marketing. The competitive environment in this sector has greatly changed recently due to its liberalization and the evolution of in-car technologies. Improvement in the perceived quality of the interaction between customers and the service provider during after-sales service has become a strategic issue that has in particular led to rethinking the professional training of receiving agents. It is a matter today of supporting them in redesigning this interaction so as to make it more efficient. For this reason we defend the idea that a more detailed understanding of what the customer really does in this situation is an essential first step. Results of the research: The first stage should thus allow us to understand: the tasks assigned to the customer according to the organization’s mechanisms and the technical mechanisms defined by the manufacturer; the tasks assigned to the customer according to the description by receiving agents as to the normal role of the customer and deviance from it; the tasks assigned to the receiving agent and the expected flexibility with regard to customers; the skills required by the customer to successfully implement these tasks. |
| Keywords: | Automobile Agency,Human Resources,Quality,Performance,Customer Service, services management,processus design, strategy |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01529653&r=mkt |
| By: | Raphael Auer; Thomas Chaney; Philip Sauré |
| Abstract: | This paper analyses firm's pricing-to-market decisions in vertically differentiated industries. We first present a model featuring firms that sell goods of heterogeneous quality levels to consumers who are heterogeneous in their income and thus their marginal willingness to pay for quality increments. We derive closed-form solutions for the unique pricing game under costly international trade. The comparative statics highlight how firms' pricing-to-market decisions are shaped by the interaction of consumer income and good quality. We derive two testable predictions. First, the relative price of high qualities compared to low qualities increases with the income of the destination market. Second, the rate of cost pass-through into consumer prices falls with quality if destination market income is sufficiently high. We present evidence in support of these two predictions based on a dataset of prices, sales, and product attributes in the European car industry. |
| Keywords: | exchange rate pass-through, intra-industry trade, monopolistic competition, pricing-to-market, vertical differentiation |
| JEL: | E3 E41 F12 F4 L13 |
| Date: | 2017–08 |
| URL: | http://d.repec.org/n?u=RePEc:bis:biswps:657&r=mkt |
| By: | Chioveanu, Ioana |
| Abstract: | This paper analyzes prominence in a homogeneous product market where two firms simultaneously choose both prices and price complexity levels. Complexity limits competing offers' comparability and results in consumer confusion. Confused consumers are more likely to buy from the prominent firm. In equilibrium there is dispersion in both prices and price complexity. The nature of equilibrium depends on prominence. Compared to its rival, the prominent firm makes higher profit, associates a smaller price range with lowest complexity, puts lower probability on lowest complexity, and sets a higher average price. However, higher prominence may benefit consumers and, conditional on choosing lowest complexity, the prominent firm's average price is lower, which is consistent with confused consumers' bias. |
| Keywords: | oligopoly markets, consumer confusion, prominence, price complexity, price dispersion |
| JEL: | D03 D43 L13 |
| Date: | 2017–08–31 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:81078&r=mkt |
| By: | Oleg Curbatov (CEPN - Centre d'Economie de l'Université Paris Nord - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique); Marie Louyot-Gallicher (CREG - Centre de recherche et d'études en gestion - UPPA - Université de Pau et des Pays de l'Adour) |
| Abstract: | Dans cette étude, nous tentons d'analyser le comportement de consommation énergétique des populations fragilisées à partir d'études menées dans trois régions françaises distinctes (Nord, Ile de France et Sud-ouest) en posant la problématique de recherche suivante : face à l'émergence des besoins, quelles sont les ressources et compétences mises en oeuvre pour les satisfaire, et y at -il ou non prise de conscience de la transformation de ces ressources et compétences requises, acquises voire nouvelles ? Dans un contexte difficile et incertain, les populations fragilisées sont amenées à prendre conscience ou non de leurs capacités et développent pour certains des comportements de consommation afin de réaliser des actions et arbitrages leur permettant d'affronter l'adversité et de mobiliser leurs diverses ressources. Nous allons, lors de cette présentation, identifier l'apport de la TCR et du Knowledge Marketing pour la prise de conscience ou non des ressources actionnées. La question de recherche qui accompagne la problématique est la suivante : "Comment le processus de prise de conscience par les populations fragilisées, à partir la mobilisation de leurs ressources et compétences actionnées, transforme leur comportement » ? |
| Keywords: | Knowledge Marketing , Consumer Knowledge, Consummer Skills , TCR |
| Date: | 2017–01–25 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01422850&r=mkt |
| By: | Prashant Mahajan (R. C. Patel Institute of Technology, Shirpur); Suresh Golahit (KVPS's SPDM College, Shirpur) |
| Abstract: | Despite of increasing pressure related to enrollment in Technical Education, some Institutes of Technical Education, successfully have taken on a corporate mentality to attract and retain high-quality students through their e-Promotion. Successful branding and marketing strategies have become most important for the Institutes of Technical Education to appeal to a growing and diversified student and to differentiate from competitors. Effective branding can be helpful in increasing enrollment and in developing relationships and bonding. This article explores internet based promotions that Technical Education institutes have focused on branding and marketing initiatives and its influence on the students in selecting institute. It also focuses on effectiveness of internet based promotions. The research study showed that Institute Website and Social Networking are the most influential promotion tools for making their decision of selection than the other traditional promotion tools. In addition, these tools are reported to be very powerful and effective in making satisfaction of decision of selection which is highly associated with such a promotion tools. More surprisingly, it is found to be productive in the rural area. This article presents an adaptation of established qualitative research methodsby a survey (through a structured questionnaire) of students who are presently enrolled (Current-students) and those who have completed their study (Post-students) belonging to the institutes offering Technical Education situated in Khandesh region of India and affiliated to the North Maharashtra University, Jalgaon. The survey is delimited to the enrollments of Technical Education belonging to North Maharashtra University, Jalgaon and located in Khandesh region of India. |
| Keywords: | Satisfaction,Technical Education,Enrollments,e-Promotion,Promotion Mix |
| Date: | 2017–01–17 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01483672&r=mkt |
| By: | Agnès Durrande-Moreau (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc) |
| Abstract: | This research focuses on new forms of agritourism. A case study regarding the visit of mountain pasture organised for tourists is analysed with the tools of place marketing. It allows to better understand one of these new forms and the reasons for success. This research has theoretical (about tourism management, and place marketing) and practical implications (good practices in agritourism). Les nouvelles formes d'agritourisme, une étude de cas en alpage Cette recherche s'intéresse aux nouvelles formes d'agritourisme. Une étude de cas de visite d'alpage, analysé grâce aux outils du marketing territorial, permet de mieux comprendre l'une de ces nouvelles formes et les raisons de son succès. Cette recherche a des implications théoriques (sur la gestion du tourisme, sur le marketing territorial), et pratiques (bonnes pratiques en agritourisme). |
| Abstract: | Cette recherche s'intéresse aux nouvelles formes d'agritourisme. Une étude de cas de visite d'alpage, analysé grâce aux outils du marketing territorial, permet de mieux comprendre l'une de ces nouvelles formes et les raisons de son succès. Cette recherche a des implications théoriques (sur la gestion du tourisme, sur le marketing territorial), et pratiques (bonnes pratiques en agritourisme). |
| Keywords: | tourism, food,tourisme, alimentation, agriculture, innovation |
| Date: | 2017–01–26 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01547388&r=mkt |
| By: | Anna Lu |
| Abstract: | When consumers face a large number of alternatives, they tend to simplify the decision problem by reducing the number of available alternatives to a subset of relevant alternatives, i.e. a consideration set. Since consideration sets are typically unobserved, most studies in the demand literature have to assume a consideration model. If these consideration models are misspecified, the demand estimates can be biased. In this paper, we develop an approach to formally test any two competing models of consideration against one another in order to determine which model fits the data best. Our test follows the intuition of a menu approach and uses supplemental data on marginal cost-shifters to construct overidentifying restrictions. We show an application to German retailing of coffee and milk. We find that consideration sets are fundamentally different for coffee and milk, and relate our findings to differences in demand and supply conditions of the two product categories. |
| Keywords: | Demand Estimation, Consideration Set, Retailing |
| JEL: | D12 L13 M31 |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:diw:diwwpp:dp1681&r=mkt |
| By: | Yakup Durmaz (Hasan Kalyoncu University); Merve Can Şirin (Hasan Kalyoncu University) |
| Abstract: | Companies have to develop their products on a constant basis to keep up with the technologic developments, respond to clients' demands, and keep the advantage over the rivals. A decrease in the product lifespan forces the manufacturers to change constantly. However the design, production and marketing of the developed product are all tedious processes. That's why companies have to make careful decisions and make competitive choices to keep the advantage over rivals .Otherwise a process where there's no turning back will emerge to set a failure in profit loss, against all the forecasts of benefit . |
| Keywords: | product development,new product,new product development process |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:halshs-01424848&r=mkt |
| By: | Zineb Rhajbal (Faculté des Sciences Juridiques, Economiques et Sociales - Université Mohamed V - Souissi); Mustapha Khouilid (Faculté des Sciences Juridiques, Economiques et Sociales - Université Mohamed V - Souissi); Layla Saligane (Faculté des Sciences Juridiques, Economiques et Sociales - Université Mohamed V - Souissi); Abdellatif Chakor (Faculté des Sciences Juridiques, Economiques et Sociales - Université Mohamed V - Souissi) |
| Abstract: | The development of the client portfolio has become at the heart of the business policies of companies. Managers are increasingly paying attention to their brand strategies and are focusing on strengthening the brand-consumer relationship. The objective of this paper is to study the relationship between the dimensions of brand attachment and the dimensions of fidelity while analysing the moderating role of nostalgic connections on this relationship. An empirical study was carried out on an accidental sample of 210 people. The results of structural modelling relate the positive and significant impact of addictive attachment on attitudinal and behavioural fidelity, while the attachment of friendship has a negative impact on both dimensions of loyalty. The moderating role of nostalgic connections has been rejected because of the inconsistency between the desire to recall a period of life or a person with the quality (happy or unhappy) of the period in question. |
| Keywords: | friendship attachment,nostalgic connections,Addictive attachment,attitudinal fidelity,behavioural fidelity |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01542597&r=mkt |
| By: | Nufer, Gerd |
| Abstract: | Die Video-Plattform Youtube ist eine der meistbesuchten Webseiten weltweit. Youtube-Stars erreichen mit ihren Videos große Zuschauergruppen und können als Multiplikatoren für Werbebotschaften dienen. Sie sind oftmals Meinungsführer, denen hohes Vertrauen entgegengebracht wird, weshalb sie sich sehr gut für Influencer-Marketing eignen. Marketing mit Youtube ermöglicht eine offene, mehrwegige, schnelle und kostengünstige Kommunikation mit Kunden, insbesondere jüngeren. Unternehmen können sich dies zu Nutze machen, indem sie Youtube nicht nur als Plattform für klassische Werbespots, sondern auch für Produktplatzierungen, Videosponsoring oder Branded Entertainment in Zusammenarbeit mit Youtubern verwenden. Im Rahmen dieser Arbeit werden zunächst die Video-Plattform Youtube vorgestellt und die Grundidee des Influencer-Marketings dargelegt. Daraus leiten sich verschiedene Möglichkeiten der Zusammenarbeit mit Youtubern zu Marketingzwecken ab, die beschrieben und anhand zahlreicher Beispiele illustriert werden. Die Arbeit schließt mit einer kritischen Würdigung der Ergebnisse und Handlungsempfehlungen zur Nutzung von Youtube als Marke-tinginstrument im Hinblick auf Influencer-Marketing. |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:esbwmm:201704&r=mkt |
| By: | Budzinski, Oliver; Grusevaja, Marina |
| Abstract: | Im Internet erfreut sich ein Geschäftsmodell erheblicher Beliebtheit, bei welchem den Nut-zern Dienstleistungen oder Inhalte (in traditionellen Geldeinheiten) unentgeltlich zur Verfügung gestellt werden und stattdessen die auf dem Wege der Nutzung durch die Nutzer (bewusst oder unbewusst) bereitgestellten persönlichen Daten profitabel verwertet werden, sei es für gezielte Werbung, die Personalisierung und Individualisierung von Produkten und Dienstleistungen oder für datenbasierte Preisdiskriminierung. Im Kontext dieser innovativen Unternehmensstrategien können beim Vorliegen von Marktmacht auch neuartige Formen des Missbrauchs dieser Marktmacht zu Lasten der Nutzer auftreten. So geht beispielsweise derzeit das Bundeskartellamt dem Verdacht nach, dass der dominierende Anbieter von Soziale-Medien-Dienstleistungen, Facebook, seine Marktmacht missbrauche, indem er den Nutzern zu weit reichende Nutzungsrechte an persönlichen Daten abverlangt. Der vorliegende Beitrag nimmt diesen aktuellen Fall zum Anlass, die neuere ökonomische Forschung zur Rolle personalisierter Daten auf Onlinemärkten fallbezogen zusammenzufassen und exemplarisch auf Facebook anzuwenden. Dabei werden mögliche Missbrauchsstrategien auf ihre Plausibilität untersucht. Dabei wird deutlich, dass auch auf Märkten bzw. Plattformseiten, auf denen kein Geld im Sinne der gesetzlichen Währung fließt, dennoch Ausbeutungsmissbrauch möglich und vorstellbar ist. Dies wäre auch im Falle Facebook denkbar, wobei hierzu ohne eine empirische Analyse interner Daten (welche den Autoren nicht vorliegen) keine endgültige Aussage möglich ist. |
| Keywords: | Medienökonomik,personalisierte Daten,big data,Soziale Medien,Wettbewerbspolitik,Industrieökonomik,Facebook,Marktmacht,targeted advertising,zero-price economy,Internetökonomie,Onlinemärkte |
| JEL: | L40 K21 L82 D43 D42 E42 L86 L41 |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:tuiedp:107&r=mkt |
| By: | Anastasia Nedelko (National Research University Higher School of Economics); Olga Lupova (National Research University Higher School of Economics); Alexey Gorin (National Research University Higher School of Economics); Alexandra Kuznetsova (National Research University Higher School of Economics); Vasily Klucharev (National Research University Higher School of Economics); Anna Shestakova (National Research University Higher School of Economics) |
| Abstract: | In this paper, a novel application of the event-related potential (ERP) method is proposed. The authors applied an N400 evoked potential for brand perception analysis, particularly for brand associations. Traditionally, N400 has been used as a marker of semantic incongruence of a word to a context. The N400 activity is manifested in a more negative deflection of ERP response to incongruent stimuli. We recorded N400 in response to congruent and incongruent sentence endings in marketing and non-marketing contexts, respectively. In the main experimental condition, congruent and incongruent brand associations (nouns) presented before brand names were selected from real marketing campaigns building brand communities. In the control semantic memory N400 condition, the incongruent sentence endings evoked significant fronto-centrally distributed N400 brain response at 300–500 ms. The N400 response in the brand association condition was delayed for 250 ms compared to incongruent words in the context of short sentences and appeared in the central brain area. In this study, we showed for the first time the possibility of applying the N400 method to identify the strength of brand associations using ecologically valid stimuli. |
| Keywords: | event-related potential method, N400, electroencephalography, neuromarketing, brand associations |
| JEL: | Z |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:hig:wpaper:77psy2017&r=mkt |
| By: | Aleandro Nassisi (Haute Ecole Spécialisée de Suisse Occidentale - HES-SO (SWITZERLAND) - HES-SO - Haute Ecole Spécialisée de Suisse Occidentale); Cédric Baudet (Haute Ecole Spécialisée de Suisse Occidentale - HES-SO (SWITZERLAND) - HES-SO - Haute Ecole Spécialisée de Suisse Occidentale , Université Jean Moulin - Lyon III); Francesco Termine (Haute Ecole Spécialisée de Suisse Occidentale - HES-SO (SWITZERLAND) - HES-SO - Haute Ecole Spécialisée de Suisse Occidentale) |
| Abstract: | To grasp the inherent complexity of gamification, we carried out an exploratory two-phase study in the context of a swiss touristic mobile application. Sightseeing the first phase, we measured the user experience quantitatively and qualitatively following a touristic tour using a mobile application that contained few gamification mechanisms. During the second phase, we integrated several gamification mechanisms into the mobile application and we made the same measurements as in the first phase. We highlighted the complexity of gamification and suggested implementing adapted mechanisms dynamically for each user. |
| Abstract: | Afin d’appréhender la complexité inhérente à la gamification, nous avons mené une étude exploratoire en deux phases dans le contexte d’une application mobile touristique suisse. Dans la première phase, nous avons mesuré de manière quantitative et qualitative l’expérience vécue par les utilisateurs après un parcours touristique avec une application mobile peu gamifiée. Dans la deuxième phase, nous avons intégré à l’application mobile différents mécanismes de gamification puis nous avons procédé aux mêmes mesures que lors de la première phase. Nous avons mis en évidence la complexité de la gamification et proposons de l’appréhender par la mise en œuvre de mécanismes adaptés dynamiquement à chaque utilisateur. |
| Keywords: | mechanisms,tourism,evaluation,complexity,gamification,tourisme |
| Date: | 2017–05–17 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01519560&r=mkt |
| By: | Jérémy Bonvoisin (Fraunhofer-Institut für Produktionsanlagen und Konstruktionstechnik IPK [Berlin]); Robert Mies (Fraunhofer-Institut für Produktionsanlagen und Konstruktionstechnik IPK [Berlin]); Laetitia Thomas (Université de Grenoble - CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique); Karine Samuel (Université de Grenoble - CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique); Céline Gros (G-SCOP_CC - CC - G-SCOP - Laboratoire des sciences pour la conception, l'optimisation et la production - UJF - Université Joseph Fourier - Grenoble 1 - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INPG - Institut National Polytechnique de Grenoble - CNRS - Centre National de la Recherche Scientifique - UGA - Université Grenoble Alpes); Jean-François Boujut (G-SCOP_CC - CC - G-SCOP - Laboratoire des sciences pour la conception, l'optimisation et la production - UJF - Université Joseph Fourier - Grenoble 1 - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INPG - Institut National Polytechnique de Grenoble - CNRS - Centre National de la Recherche Scientifique - UGA - Université Grenoble Alpes); Rainer Stark (Fraunhofer-Institut für Produktionsanlagen und Konstruktionstechnik IPK [Berlin]); Roland Jochem (Fraunhofer-Institut für Produktionsanlagen und Konstruktionstechnik IPK [Berlin]) |
| Abstract: | The Open source software phenomenon is already well described in literature, but its evolution towards other fields such as tangible hardware product development, remains mostly theoretical. Existing literature has identified that to push the open source product development (OSPD) practice further process support is needed to support the organizational challenges of such projects in the achievement of high quality complex products. The functionalities of this process support have not been characterized yet. The objective of this article is to fill this gap by exploring the practices emerging from OSPD communities to observe current usages in order to collaborate incrementally in the future. To this end, Fjeldsted's framework were activated during a qualitative and comparative empirical study performed with 28 participants of OSPD projects through semi-directed interviews. The preliminary results indicate 3 main needs of these communities in the potential use of the platform which should serve to characterize OSPD projects. They also reveal the importance of the attitude of original founders, namely the capacity for openness and mutual learning, motivation for " hedonism " , social entrepreneurship. |
| Keywords: | Open innovation, Open Source Product Design, Collaborative design platforms, Product development communities |
| Date: | 2017–04–12 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01564476&r=mkt |
| By: | Rémi Perronne (INRA - Institut National de la Recherche Agronomique, GQE-Le Moulon - Génétique Quantitative et Evolution - Le Moulon (Génétique Végétale) - INRA - Institut National de la Recherche Agronomique - UP11 - Université Paris-Sud - Paris 11 - AgroParisTech - CNRS - Centre National de la Recherche Scientifique); Mourad Hannachi (SADAPT - Sciences pour l'Action et le Développement : Activités, Produits, Territoires - INRA - Institut National de la Recherche Agronomique - AgroParisTech, INRA - Institut National de la Recherche Agronomique); Stéphane Lemarié (INRA - Institut National de la Recherche Agronomique, GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA - Université Grenoble Alpes); Aline Fugeray-Scarbel (INRA - Institut National de la Recherche Agronomique, GAEL - Laboratoire d'Economie Appliquée de Grenoble - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - INRA - Institut National de la Recherche Agronomique - CNRS - Centre National de la Recherche Scientifique - UGA - Université Grenoble Alpes); Isabelle Goldringer (INRA - Institut National de la Recherche Agronomique, GQE-Le Moulon - Génétique Quantitative et Evolution - Le Moulon (Génétique Végétale) - INRA - Institut National de la Recherche Agronomique - UP11 - Université Paris-Sud - Paris 11 - AgroParisTech - CNRS - Centre National de la Recherche Scientifique) |
| Abstract: | Quels sont les principaux facteurs sociotechniques, économiques, organisationnels et réglementaires susceptibles d'avoir influencé la diversité cultivée au cours des dernières décennies ? Dans cet article, les auteurs présentent les résultats d'une réflexion sur le blé tendre, espèce cultivée d'intérêt économique majeur. Ils y présentent l'évolution des principaux cadres réglementaires, de la structure et de l'organisation de la filière, ainsi que l'évolution de l'offre variétale des obtenteurs et des distributeurs. Parmi les facteurs ayant pu influencer la diversité cultivée, ils accordent une attention particulière à l'accroissement de l'offre variétale et sa disponibilité auprès des agriculteurs, à la segmentation du marché et à la différenciation des gammes de variétés. Ce premier travail constitue un préalable afin de mieux prendre en compte les bénéfices associés à la biodiversité cultivée. Objet d'étude : ble tendre ; coopérative agricole ; meunerie ; triticum vulgare ; Phénomène, processus et fonction : diversité variétale ; diversité spatiale ; Dispositif technique et méthode d'étude : obtention végétale ; analyse de filière |
| Keywords: | Obtention végétale,diversité variétale,Diversité spatiale,Blé tendre,Coopérative agricole,Meunerie,Filière agricole |
| Date: | 2016–12–01 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01478404&r=mkt |
| By: | Morgane Benade (CGS i3 - Centre de Gestion Scientifique i3 - MINES ParisTech - École nationale supérieure des mines de Paris - PSL - PSL Research University - CNRS - Centre National de la Recherche Scientifique, RWTH Aachen University [Aachen]); Juliette Brun (CGS i3 - Centre de Gestion Scientifique i3 - MINES ParisTech - École nationale supérieure des mines de Paris - PSL - PSL Research University - CNRS - Centre National de la Recherche Scientifique); Ingi Brown (CGS i3 - Centre de Gestion Scientifique i3 - MINES ParisTech - École nationale supérieure des mines de Paris - PSL - PSL Research University - CNRS - Centre National de la Recherche Scientifique); Pascal Masson (CGS i3 - Centre de Gestion Scientifique i3 - MINES ParisTech - École nationale supérieure des mines de Paris - PSL - PSL Research University - CNRS - Centre National de la Recherche Scientifique); Benoit Weil (CGS i3 - Centre de Gestion Scientifique i3 - MINES ParisTech - École nationale supérieure des mines de Paris - PSL - PSL Research University - CNRS - Centre National de la Recherche Scientifique); Frank Piller (RWTH Aachen University [Aachen]) |
| Abstract: | " Smart products " , die mit einer " built in flexibility " ausgestattet sind, bilden die Produkte der Zukunft. Sie bestehen aus Komponenten der Informations-und Kommunikationstechnologie und sind besser als herkömmliche Produkte in der Lage, sich je nach Funktionszweck individuell auf unterschiedliche Leistungsanforderungen anzupassen. Sie verfügen über die besondere produktinhärente Fähigkeit, den Nutzer bei der Findung des kundenindividuellen Leistungsergebnisses zu unterstützen. Eines der besten Beispiele ist das IPad. Das IPad wird von den Nutzern unterschiedlich verwendet, nämlich z.B. nur als eBook oder sogar als Musikinstrument. Mit unserer Untersuchung gingen wir der Frage auf den Grund, inwieweit derartige Produkte den Nutzer bei diesen Gestaltungsaufgaben (design tasks) behilflich sind. Hierzu entwickelten wir zunächst ein theoretisches Modell zur Funktionszweckentwicklung (usegeneration), das wir schließlich auf zwei smart products, die mit built in flexibility ausgestattet sind, übertrugen: den ADIDAS OneLaufsschuh und eine App für Mobilfunktelefone namens EMOTIO. Sämtliche Ergebnisse zeigten auf, dass Gestaltungsaufgaben den Nutzern zugewiesen werden. Auf Grundlage dieser Ergebnisse wurden Managementimplikationen berücksichtigt, wonach Produkte effizienter die Gestaltungsbereitschaft der Nutzer fördern könnten. |
| Abstract: | The recent applications of information and communication technology (ICT) in consumer products uncovered a promising form of user-product interaction. Such technology indeed succeeded to empower users to self-design the use of their products. We callthem " smart products with built in flexibility " (SPBF).A popularexample is the iPad. With the software tools, certain users are today able to createa different usage experience for each of their individual needs.Many firms view this phenomenon as an opportunity to be tap as it should yield a higher level of satisfaction among users. In this paper,we attempted to better understand how this new class of products assist users in the design process of their uses. To reach this goal, we developed, by making use of modern design theories, atheoretical framework for use generation and applied iton two types of SPBF namelythe ADIDAS One running shoes and an app for mobile phone called EMOTIO. Withthe results, we coulddetermine the nature of design mechanisms carried out by such products so as thedesign tasksassigned to users. Following this, we finallycould consider managerial implications so that these productsbetter help fostering the design capabilities of each individual user for the generation of uses. |
| Keywords: | Toolkits for user innovation and co-design,Smart products,Customer co-creation |
| Date: | 2016–12–14 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01425828&r=mkt |