The concept of gender is increasingly used in management today. It has also given rise to criticism and debate, sometimes stemming from confusion or a lack of understanding of the concept. This makes it all the more important to be familiar with the definition of gender and its relevance to management science. Initially, the concept of gender was proposed as a complement to the concept of sex. The concept of sex then refers to the biological differences between women and men, while the concept of gender refers to social differences.

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Conversion, essential in digital marketing, refers to a visitor's action in completing a key objective, such as a purchase or registration. Three elements are fundamental to maximizing conversions: an optimized user experience, with a fast and intuitive website like Amazon's; relevant and personalized messaging, supported by clear pages and effective calls to action; and finally, trust, reinforced by customer reviews or guarantees. Examples like Spotify, Booking.com, and Netflix demonstrate how simplifying the customer journey or creating a sense of urgency can transform visitors into loyal customers. Digital tools, such as A/B testing and heatmaps, facilitate these optimizations. With artificial intelligence, companies like Google and IBM Watson further personalize experiences, increasing conversion rates. Conversion, far more than just an indicator, is now a key method for transforming intent into concrete action.
MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |
- Management Dictionary
- Digital Transformation, Strategic Management
