Vidéos et podcasts
en Gestion et Management
Facebook Linkedin Youtube Instagram

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 auteur

03:46

Erotic advertising from a perspective of psychological distance

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 of erotic intensity in advertising. Furthermore, reactions vary according to gender and moral attention; women and individuals with higher levels of moral attention express stronger objections. Finally, whatever the level of erotic intensity, ethical judgments mediate the effects produced by ads on attitudes and behavior.
THEODORAKIS Ioannis - FNEGE |
  • Recherche
  • Marketing, Vente et Communication
03:40

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

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 mechanisms mediating these outcomes, and (3) the influence of radical (RI) and incremental (II) product innovation capabilities on OM. Adopting a mixed-methods research approach based on three studies, the results suggest that: (a) OM strategy outcomes at the firm level relate to financial performance (FP) and customer performance, organizational reputation (OR) and sustainable KT; (b) product IR and II trigger OM strategy; (c) II and OR are positively related to FP; and (d) OM strategy enhances market change.
THEODORAKIS Ioannis - FNEGE |
  • Recherche
  • Management Stratégique, Marketing, Vente et Communication
03:47

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

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 the first study, while 189 of those that survived took part in the second. According to the results, SME survival is shown to be affected by: (a) the personality traits and skills of entrepreneurs that affect the market and entrepreneurial orientations of SMEs, (b) the adoption of such orientations that continue to have an impact on business performance, and finally (c) the implementation of a relevant strategy to achieve higher quality standards for products and services, combined with relevant tactics for downsizing, marketing actions, extraversion and financial management.
THEODORAKIS Ioannis - FNEGE |
  • Recherche
  • Entrepreneuriat, Marketing, Vente et Communication
03:34

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

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 working in market-oriented companies in various industries─ show that there are a number of common and unique attributes that each of these two groups of managers (top and middle) should have in order to develop an offensive market strategy. As this is the first research to explore personnel attributes as a key antecedent to the application of an offensive market strategy , the present research leads to a large number of academic research proposals as well as managerial implications relevant to companies.
THEODORAKIS Ioannis - FNEGE |
  • Recherche
  • Management Stratégique, Marketing, Vente et Communication
Voir toutes les vidéos

Podcasts de cet auteur

  • 00:03:33

Stratégie marché et facteur humain : top management versus middle management

S’appuyant sur la théorie de l’orientation marché, cette recherche se concentre sur la stratégie offensive du marché (market-driving) et les attributs clés que les top et middle managers devraient avoir pour faciliter et élaborer une telle stratégie.
THEODORAKIS Ioannis - FNEGE |
  • Recherche
  • Management Stratégique, Marketing, Vente et Communication
  • 00:03:46

Nous avons survécu à ça ! Ce que les dirigeants pourraient apprendre des PME qui ont traversé avec succès la crise

Centré sur la crise économique grecque, l'une des plus dures et des plus prolongées à l'échelle mondiale, la présente recherche se concentre sur les facteurs à la fois anthropocentriques et commerciaux qui ont aidé les PME à survivre, fournissant ainsi un précieux manuel de survie. Fondé sur une recherche quantitative, l'article comprend deux études. 250 PME ont été incluses dans la première étude tandis que 189 d'entre elles qui ont survécu ont participé à la seconde étude.
THEODORAKIS Ioannis - FNEGE |
  • Recherche
  • Entrepreneuriat, Management Stratégique, Marketing, Vente et Communication
  • 00:03:51

L’impact du niveau de compréhension sur les réponses des consommateurs aux tabous dans la publicité

Pour différentes catégories de produits et selon différents types de tabous, de dimensions de distance et manipulations de niveaux de représentation, une augmentation du niveau de la distance psychologique (ou niveau de représentation) atténue les attitudes et le comportement négatifs des consommateurs, alors qu’une baisse du niveau de la distance psychologique (ou niveau de représentation) intensifie les réponses des consommateurs.
THEODORAKIS Ioannis - FNEGE |
  • Recherche
  • Marketing, Vente et Communication
Voir tous les podcasts

Auteurs de cette institution