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Dictionary of management

Dictionary of management
02:36

What is gendered marketing?

Gendered marketing involves segmenting the market and tailoring products, services, and communications according to gender, often based on stereotypes or perceived differences. Historically, it has boosted sales by targeting men and women differently, as seen in gendered toys or cigarettes marketed to women. However, this approach is now being challenged. Brands must evolve to reflect all gender identities and move beyond potentially discriminatory stereotypes. A more inclusive society expects genuine strategies that avoid gender washing and authentically celebrate diversity.
TRELOHAN Magali - |
  • Management Dictionary
  • Marketing, Sales and Communication
02:40

What is social marketing?

Social marketing is an approach that leverages marketing techniques to encourage behaviors that have a positive impact on society. Unlike traditional marketing, which primarily aims to maximize sales, social marketing seeks to address issues such as public health, the environment, and human rights. It relies on a deep understanding of the needs and obstacles of the target audience, as well as strategic partnerships. For example, campaigns might encourage people to reduce their plastic consumption or engage in regular physical activity. To succeed, it's not just about communication; it's also about making desired behaviors more accessible, more appealing, and less expensive. By integrating these elements, social marketing contributes to improving collective well-being.
TRELOHAN Magali - |
  • Management Dictionary
  • Marketing, Sales and Communication
02:47

What are pro-environmental behaviors?

Pro-environmental behaviors refer to actions aimed at reducing human impact on the environment, whether individual (such as recycling or adopting eco-responsible consumption) or collective (advocating for climate policies). Historically linked to the environmental awareness of the 1970s, these behaviors are now crucial in the face of the climate emergency. However, they encounter psychological, economic, and practical obstacles. To encourage them, it is essential that public and private actors make these ecological actions more accessible and socially valued. These behaviors, while indispensable, must be integrated into collective and systemic initiatives for a sustainable transition.
TRELOHAN Magali - |
  • Management Dictionary
  • Marketing, Sales and Communication, Public Management, Sustainable Development and CSR
03:33

Gamification ethics

Video games are a global digital infrastructure with real economic and social impact. They raise ethical challenges - from harassment to manipulative gamification - often overlooked by traditional frameworks. Normative, utilitarian, and virtue ethics approaches guide design, but often miss the designers’ own experiences and dilemmas. A case study of Eldermove shows ethical design emerges when developers avoid infantilizing users and step back from assumptions about them, respecting dignity and autonomy. Creating responsible games requires attending to the ethics of design itself. As gaming increasingly shapes culture, business, and healthcare, understanding designers’ fantasies and choices is key to technologies that truly support users.
PIGNOT Edouard - EMLV |
  • Trends
  • Digital Transformation, Health Sector Management, Information Systems, Innovation Management, Organizational Theory
03:06

What is sustainable marketing?

According to Dekhili et al. (2021, pp. 21–22), “sustainable marketing is a proactive approach and a process (combining tools, indicators, objectives, and resources) that creates value in a combined and systematic way at three levels: – Value for the company – Value for the consumer – Extended value (environmental and social value) It is reflected in the integration of environmental and social issues at the core of the brand’s strategic vision by defining a purpose that goes beyond profit objectives and is rooted in the long term. It is implemented through the different dimensions of the marketing mix — product design, pricing, distribution, and communication.”
DEKHILI Sihem - EM Strasbourg |
  • Management Dictionary
  • Higher Management Education, Marketing, Sales and Communication, Sustainable Development and CSR
03:52

Entrepreneurial ecosystems in France and Norway

This research compares student entrepreneurial ecosystems in France and Norway, focusing on how students access support, resources, and networks. In France, the system is centralized, driven by key actors like Student Hubs for Innovation, Transfer and Entrepreneurship, called PEPITE. In Norway, it is open and collaborative, with strong student associations and community ties. Using interviews and social network analysis, I explored the access and the circulation of information among actors in student entrepreneurial ecosystems. The results reveal different paths to innovation shaped by culture, policy, and education. Supporting student entrepreneurship is not just about funding or training. It’s about building inclusive ecosystems where students, mentors, and institutions work together.
HU Dijia - Faculté des Sciences Economiques et de Gestion Strasbourg |
  • Master Thesis
  • Entrepreneurship, Innovation Management
03:15

Is there more to sustainability than shopping wisely?

Sustainability depends less on consumer choices and more on how supply chains are structured. Research on Brazil’s beef sector shows that, despite the BRSL initiative to improve sustainability, results fell short. Four types of distance geographical, organizational, cultural, and relational hindered collaboration. These gaps created communication problems and weakened trust among stakeholders. Real progress requires external mediators, such as governments or NGOs, to reconnect the entire supply chain.
SAUER Philipp - NEOMA Business School |
  • Research
  • Logistics and Supply Chain
03:32

What is local retail?

For the past twenty years, local businesses have faced competition from online sales and large retail chains. They have managed to adapt to this new competitive landscape through various strategies, primarily phygital approaches and collective action. This strategic agility and organizational flexibility have enabled them to reinvent themselves.
PIOVESAN David - iaelyon School of Management |
  • Management Dictionary
  • Entrepreneurship, Management of SMEs, Marketing, Sales and Communication
03:09

What is prescription?

The digital and technological transformations of the past 20 years have completely disrupted sales practices and consumer behavior. In response to these major changes, the role of guidance and customer recommendation has had to reinvent itself and adopt new forms that are more aligned with today’s challenges.
PIOVESAN David - iaelyon School of Management |
  • Management Dictionary
  • Marketing, Sales and Communication, Organizational Theory
04:42

Italy’s Waste Crisis: How the Mafia Turned Trash into Tragedy

For over 40 years, poor waste management in Italy allowed the Mafia to illegally dispose of toxic waste, causing a major health crisis and soaring cancer rates. Despite late government intervention, economic interests consistently outweighed environmental and public protection. This crisis shows that waste management is fundamentally about power and social justice, with certain communities unfairly bearing the burden.
LOBBEDEZ Elise - |
  • Research
  • Sustainable Development and CSR
01:42

What is Managerialism?

Le managérialisme est l’accaparement du pouvoir par les managers, aux dépends des autres parties prenantes d’une organisation. Il se développe sur un affaiblissement de l’autorité professionnelle de ceux qui réalisent la mission de leur entreprise ou de leur administration, remplacée par le pouvoir de celui qui croit savoir et qui décide de tout en conséquence. Les managérialistes ont pour mission de fixer les objectifs collectifs et de décider des moyens à utiliser pour atteindre ces objectifs. Résister au managérialisme, c’est donc restaurer l’autorité de celui qui est capable d’expliquer, de justifier le pourquoi et le comment de ce qu’il fait ou propose de faire.
JOULLIÉ Jean-Étienne - EMLV |
  • Management Dictionary
  • Governance, History of Management, Human Resources Management, Organizational Theory
02:55

What is obedience?

Les chercheurs des écoles de management acceptent généralement une perspective déterministe du comportement, selon laquelle l’obéissance est le produit de forces sociales agissant sur les individus et causant leur comportement. Cette perspective a reçu une validation empirique dans les célèbres études de Solomon Asch et de Staley Milgram. Cependant, les archives de ces expériences permettent d’interpréter leurs résultats surprenant dans un autre sens : si les personnes qui en furent les sujets se comportèrent comme elles le firent, c’est parce qu’elles croyaient bien faire. En d’autres termes, leur obéissance reflétait un choix libre et délibéré.
JOULLIÉ Jean-Étienne - EMLV |
  • Management Dictionary
  • Human Resources Management, Organizational Theory