7 Editorial
11 Contributors to this issue
15 Navigating through turbulence at Boeing: Implications for companies, employees and governments
Leon Grunberg, Edward Greenberg, Sarah Moore, Pat Sikora
Boeing Commercial Airplances (BCA) has become a very different firm over the last 15 years. It has transformed its design and production system, its culture, and its relations with employees. Repeated downsizing, outsourcing, lean manufacturing and other changes have deeply affected the attitudes and well-being of its workers and managers, sometimes for the better but often for the worse. In this paper we briefly review the evidence accumulated via a 10- year longitudinal study of BCA employees and present ideas for how companies and government can better respond to the inescapable and unsettling uncertainty and change produced by an intensely competitive global environment.
35 Between territory and market.
The bipolar strategy of agricultural cooperatives Christophe Assens
French agricultural cooperatives are facing a dilemma, between the local dimension of their production setting-up and the global dimension in the international marketing development. They are thus confronted with a paradoxical situation, based at the same time on the necessity to expand and contract their territorial scale. From two case studies, Agrial and Sicaseli, we analyze the business model of these cooperatives, which has to reconcile the economy of closeness on their territory and the economy of scales on their market.
55 Deconsumption practices and motivations: a theory of value approach Gilles Séré de Lanauze, Béatrice Siadou-Martin
This paper investigates the new concept of “deconsumption”. Because of the economic crisis and the many individual and collective stakes that have emerged with the evolution of the global economic system, French consumers are changing their consumption and purchasing behaviors. Deconsumption is one of these new behaviors. Based on theoretical developments concerning
issue 230 January-February 2013
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consumption experiential value and on an exploratory analysis using in-depth consumer interviews, this research explores the various practices and motivations of deconsumption, and shows how they can be related to the different dimensions of perceived value.
File: Pricing or not pricing. New models and practices
Guest Editors: Patricia Coutelle-Brillet, Marine Le Gall-Ely, Caroline Urbain
77 Pricing or not pricing : new models and practices.
Patricia Coutelle-Brillet, Marine Le Gall-Ely, Caroline Urbain 83 Free museum admission: part politics and part marketing
Lessons from the British experience Anne Gombault
A narrative case study of the return to free admission to the major national and regional museums of the United Kingdom, decided by the Labour government in 1998, in which the history of this comeback, its decision processes, implementation, and impact are reported and analyzed. Far from its traditional model, the results show the contemporary complexity of free admission in museums, a hybrid price-action between public policy and marketing strategy.
101 The voluntarily deviant behavior in terms of payment.
Application of the neutralization theory to illegal downloading of music files Ronan Divard, Patrick Gabriel
Our research aims to better identify the arguments that people put forward to justify their illegal downloading of music. It is based on the neutralization theory, explaining how individuals can violate the law by avoiding or limiting the guilt they may experience. The main findings of the research, conducted among 269 students, are that opportunism seems to prevail over ethical considerations, that sympathy and empathy for the victims of illegal downloading are almost non-existent and that we do not detect any real ideological dimension, which would reflect the existence of a digital counterculture clashing with commonly accepted values.
119 From low prices to new sources of differentiation:
which strategy for hard discounters?
Patricia Coutelle-Brillet, Arnaud Rivière
With the increasing number of discount stores and the price competition between traditional retailers, hard discounters are thinking about their positioning. To help them in their thought, the concepts of store price image and 170 Revue française de gestion – N° 230/2013
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perceived value are mobilized, and a survey was carried out with 196 consumers. The study of the store price image demonstrates that the price positioning of hard discounters is well perceived but can be strengthened by increasing several dimensions of the concept. The analysis of the perceived value underlines the relevance to complete this price positioning with the use of non-economic criteria of differentiation. To deepen these results, certain characteristics related to the store and consumer are considered.
137 Value and consumption practices associated to free newspapers:
an exploratory approach
Alix Poels, Sandrine Hollet-Haudebert
This research focus on the value and consumption practices associated to
“permanent” free goods as free newspapers. A qualitative study based on observation and semi-structured interviews underline the fact that free goods are valued or depreciated regarding three levels: individualized, public or societal.
153 Consumers’ valuation of price promotions on fair trade products
Florence de Ferran, Blandine Labbé-Pinlon, Cindy Lombart, Didier Louis The objective of this research is to analyze consumers’ valuation of price promotions on fair trade products whose prices are based on the “fair price”
mechanism. Two experiments realized in a store laboratory show that the perceived trustworthiness of the promotion has a direct and indirect influence, through its utilitarian and hedonic values, on consumers’ attitude toward this promotion, which thus directly influences their specific purchasing behaviors.
These experiments indicate however that the price advantage offered by the promotion should not be too important in order to allow consumers to benefit from the hedonic value of this promotion.
169 Summary
172 Instruction for authors
Summary 171
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