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THEODORAKIS Ioannis

Professeur à Paris School of Business

Ioannis Theodorakis est professeur associé de marketing à Paris School of Business. Ses recherches portent sur les phénomènes publicitaires et de psychologie du consommateur ainsi que sur l’investigation des orientations stratégiques marketing.

Vidéos de cet(te) auteur(e)

Adopting the theories of psychological distance (PD) and levels of representation (RL), this article investigates the impact of erotic advertisements by taking into account the factors of gender and moral attention. Two experiments look at different forms of PD, evoking variable RLs while promoting a different product through different levels...

03:46

Erotic advertising from a perspective of psychological distance

THEODORAKIS Ioannis - FNEGE

Recherche

Market orientation (MO) is a strategy that can be defined as the influence of market structure and/or the behavior of market players in a direction that strengthens a company's competitive advantage (CA). This paper aims to identify: (1) the main outcomes of OM at company and market level, (2) the...

03:40

Why shape a market? Empirical evidence on the key corporate and market outcomes of market orientation strategy.

THEODORAKIS Ioannis - FNEGE

Recherche

Focusing on the Greek economic crisis, one of the toughest and most prolonged on a global scale, this research concentrates on both the anthropocentric and commercial factors that helped SMEs survive, providing a valuable survival manual. Based on quantitative research, the article comprises two studies. 250 SMEs were included in...

03:47

We survived! What managers can learn from SMEs that have successfully weathered the Greek economic crisis

THEODORAKIS Ioannis - FNEGE

Recherche

Drawing on market orientation theory, this research focuses on offensive market strategy (market-driving) and the key attributes that top and middle managers should have to facilitate and develop such a strategy. The results of an exploratory study based on in-depth interviews with 27 experts─ seven academics and 20 experienced practitioners...

03:34

Market strategy and the human factor: top management versus middle management

THEODORAKIS Ioannis - FNEGE

Recherche

For different product categories and according to different types of taboos, distance dimensions and manipulation of levels of representation, an increase in the level of psychological distance (or level of representation) mitigates negative consumer attitudes and behaviour, while a decrease in the level of psychological distance (or level of representation)...

03:51

The impact of psychological distance and level of understanding on consumer responses to taboos in advertising

THEODORAKIS Ioannis - FNEGE

Recherche

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