Marketing, Sales and Communication

Managing the client portfolio for long-term survival

Our goal was to understand the effectiveness of a company in attracting its customer targets. To do this, we have developed a model that links a company’s marketing activities to the mix of customers who buy from the company. Most marketing models simply ask how a company’s marketing activities influence the number of customers who buy the brand. We wondered how a company’s marketing activities influence the types of customers who buy the brand.

SINHA Shameek - EMLV |

Research
Marketing, Sales and Communication

What are Targeting Algorithms?

Not-for-profit organizations have long faced the challenge of balancing budgets when they simultaneously seek to retain and recruit new donors. In principle, existing donors can be targeted based on their previous donation data. However, for new donors, this data is not available or may be difficult to obtain from secondary sources. What should non-profit organizations do? We suggest 2 alternatives.

SINHA Shameek - EMLV |

Management Dictionary
Marketing, Sales and Communication

Digital Brand Equity in the Digital Age

Tools and metrics for brand equity are proving inadequate in the rapidly evolving digital era. The study proposes a novel approach to Digital Brand Equity metrics. These metrics should not be based solely on social media and current digital indicators. New metrics should incorporate the share of search, digital brand awareness, and digital brand sentiment constructs. The study develops a Digital Brand Equity research agenda and underscores the critical research and policy questions

DAVCIK Nebojsa - EM Normandie |

Research
Marketing, Sales and Communication

What is a Virtual Influencer?

Virtual influencers are 100% Computer Generated Influencers created by AI and 3D artists. These virtual influences can model, sing, and even interact with fans—without ever existing in real life. Despite the risks of virtual influencers (e.g., lack of authenticity, ethical and transparency concerns, etc.), they represent enormous opportunities for brands.

ZAMAN Mustafeed - EM Normandie |

Management Dictionary
Digital Transformation, Marketing, Sales and Communication

Less marketing for a better world !

Marketing seems to be slow to fully recognize its role, place and responsibility in changes in climate, biodiversity and resources. This reluctance can be attributed, at least in part, to the implicit assumptions of sustainable marketing, which tend to minimize the scale of the paradigm shifts needed to remain hopeful of a habitable planet. Consequently, the dominant approaches to “sustainable marketing” find it difficult to question the fundamental principles and ideological foundations of the market system. This is why we are calling for radical changes in marketing research in order to envisage a truly sustainable future. We are therefore formulating a program based on five proposals with the aim of inviting profound transformations in the discipline.

ARNOULD Eric - FNEGE |

Research
Marketing, Sales and Communication, Sustainable Development and CSR

How image quality and style of reviews impact purchase behavior in social commerce?

Image quality and type of review framing significantly influence purchase intentions on social commerce platforms. High-quality images and personal experience-based reviews enhance mental imagery vividness, leading to increased cognitive and affective social presence.

VAZQUEZ Erik Ernesto - EMLV |

Research
Digital Transformation, Innovation Management, Marketing, Sales and Communication

Why should I not complain? User justice and satisfaction

Online shopping satisfaction hinges on two major factors: “fairness and security.” Customers want fair pricing, transparent processes, and respectful treatment—what researchers call distributive, procedural, and interactional “justice.”

UL-AIN Noor - EMLV |

Research
Digital Transformation, Logistics and Supply Chain, Marketing, Sales and Communication

Triple Bottom Line Performance in Post Covid B2B Marketing

CHAUDHURI Ranjan - EMLV |

Research
Covid Special Series, Marketing, Sales and Communication, Sustainable Development and CSR

Synergies of Institutional Theory and Dynamic Capability View in Firm Performance: Exploring Climate Change Adaptation and B2B Marketing Capabilities

Based on institutional theory and the dynamic capability view, this study delves into the relationship between a firm’s climate change adaptation (CCA) capability and its performance, with a focus on the mediating influence of business-to-business (B2B) marketing capability. The study poses two main research questions: RQ1: What role do institutional pressures play in fostering CCA capability among B2B firms in both developed and developing countries? RQ2: How does the CCA capability of B2B firms impact their performance? To validate the theoretical model developed, data is collected through surveys conducted in a developed country (Australia) and a developing country (South Africa). The study holds significance on two fronts: (a) being among the first to examine the influence of institutional pressures on CCA capability development, and (b) uncovering the mediating role of marketing capability in enhancing B2B firm performance through CCA capability. The study’s novel contribution lies in identifying pivotal elements for driving exceptional B2B firm performance amidst climate change, while employing institutional theory and the dynamic capability view to elucidate underlying mechanisms.

BAG Surajit - Excelia Business School |

Research
Logistics and Supply Chain, Marketing, Sales and Communication, Strategic Management

What is frustration?

Frustration is a very common negative emotional experience at work in a client environment that can occur in a variety of circumstances, usually present when our goals are blocked, and there is some degree of uncertainty about the causes of the problem, that we think this is unfair, that we can’t control it. What happens once you feel frustrated is that you can either “drop out” or persevere, and what you do in terms of actions to take may depend on personal and environmental factors.

GONZÁLEZ-GÓMEZ Hélena - NEOMA Business School |

Management Dictionary
Human Resources Management, Marketing, Sales and Communication, Organizational Theory

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