Purpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and...

Management control practices are influenced by different professional groups, their interpretations and power struggles. We study a company whose strategy and daily management rely on non financial stakes, notably upon the concept of “brand”. We show how management accountants introduce a...

Les prestations de services professionnels sont par définition intangibles et génèrent en conséquence une perception de risque et d’incertitude chez le client. Pour y remédier, la confiance a été identifiée comme étant la solution idéale. Or, l’idée dominante est que le...

Aborde le problème de la qualité selon trois perspectives : analyse la version 2000 de la norme ISO 9001 et la certification d'engagements de service ; la diffusion sectorielle de la démarche qualité dans la fonction publique et les professions juridiques ; approche traditionnelle de la...

Retailers often use money-back guarantees to reduce consumer perceived risk about brand quality and to increase their market share. The effect of such guarantees on perceived product quality and ultimately preference and product choice depends on their perceived value and credibility, related to...

Different types of markets exist throughout the world but how are they created? In this book, an interdisciplinary team of authors provide an evolutionary vision of how markets are designed and shaped. Drawing on a series of case studies, they show that markets are far from perfect and natural...

70% of the logos of the 40 largest stocks of Euronext Paris that have been modified in the past 20 years have become more baroque. It is a symptom of the baroquisation trend of consumption, which put brands in the quandary between following the trends of market taste and adjusting the aesthetic...