La construction d'une échelle de mesure du sentiment de " chez-soi " est entreprise. La revue de littérature et les premiers résultats empiriques sont présentés ici. Trois terrains qualitatifs, l'intervention d'experts académiques et professionnels puis deux terrains quantitatifs...

Management science is based on the idea of an economic agent who seeks to maximise his personal interest, i.e. the so-called homo economicus. The bodies of academic literature of finance and marketing rely mainly on this fundamental hypothesis. However, recent developments during the last decade...

In marketing and consumer research, consumers have been increasingly theorised as producers. However, these theorisations do not take all facets of consumers’ productive role into account. This paper mobilises both post-Marxist economics and post-Maussian socio-economics to develop the concept...

Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouveler la communication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent particulièrement adaptées pour toucher une cible précise des...

Management science is based on the idea of an economic agent who seeks to maximise his personal interest, i.e. the so-called homo economicus. The bodies of academic literature of finance and marketing rely mainly on this fundamental hypothesis. However, recent developments during the last decade...

Au-delà des réflexions sur le management à la japonaise , peut-on considérer qu'il y a un management asiatique, ou au contraire doit-on parler d'approches différenciées, peut- on en tirer certaines leçons? Telle est la problématique de cet article qui résulte de la session de 1992 du...

In marketing and consumer research, consumers have been increasingly theorised as producers. However, these theorisations do not take all facets of consumers’ productive role into account. This paper mobilises both post-Marxist economics and post-Maussian socio-economics to develop the concept...

Beyond enthusiasm towards Japanese management practices, can we consider that it exists something we can call "Asian management"? Or shall we consider that we face a constellation of diverse management practices? In any case, the central question is "can we learn "? This paper develops the...

Today, brand communities constitute an externality that brand valuation methods like the Interbrand Global Rankings try to account for. By incorporating this externality, such methods build a bridge between two worlds that are totally foreign to one another: the world of investors; and the world...