Article pp.181-183 du Vol.39 n°236 (2013)

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7 Editorial

11 Contributors to this issue

15 Adaptive behavior of salespeople and adaptive sales force control due to the economic crisis: results of an exploratory study

Madeleine Besson, Laure Lavorata

This article aims at analyzing the impact of the economic crisis on commercial organizations and how they have adapted their systems of control. The results of a qualitative approach among 58 salespeople show that (1) salespeople perceive an increased pressure in the daily management and suggest that (2) customers’

behavior can influence salespeople’s behavior and indirectly impact the sales force control system. The third result is the importance of self-control devel- oped by the salesperson to adapt to the customer.

33 Organizational identity and adoption factor for a business model innovation.

The low cost business model Transavia in Air France (2004-2012) Jean-François Gagne

A radical innovation of business model changes the way organizations create value for their customers and implement it. The interplay between internal and external factors will induce the innovation’s success or failure. This article underscores the importance of organizational identity in the adoption of a radically different business model. A radically different business model is introduced in the European airline industry in the nineties with the rise of low cost airlines: incumbent companies can either adopt or reject this new business model. This article relies on an in-depth analysis of the adoption of the low cost business model at Air France between 2004 and 2012 through Transavia, its subsidiary inherited from its merger with KLM. This article underlines the importance of organizational identity and its different facets as a factor inducing the adoption of a radically different business model.

49 The Jam: Analysis and stakes of the IBM crowdsourcing tool.

The case of Nekoe Jam

Sophie Renault, Erwan Boutigny

In April 2010, the Nekoe business cluster tested IBM’s Jam collaborative technology, originally thought out as large-scale brainstorming session tools. The

S U M M A R Y

issue 236 October 2013

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182 Revue française de gestion – N° 236/2013

technology has been inspired from communication formats such as online chat where large numbers of participants can share information and knowledge on pre-defined topics, usually within a limited period of time. To support our case study of Nekoe’s test, this paper highlights the issues and challenges related to Jam events when used as a crowdsourcing and/or collective intelligence means of ensuring a higher potential of innovation.

Files: Socially responsible investment Guest Editors: Patricia Crifo, Nicolas Mottis

69 Socially responsible investment seeking new momentum?

Patricia Crifo, Nicolas Mottis

79 Socially responsible investment: origins, debates and perspectives Christophe Revelli

The aim of this article is to propose a chronological and prospective vision of SRI. Firstly, we present the foundations of SRI, between ethical and financial objectives. This first part will logically lead us to address the issue of the financial performance of SRI, at the heart of current debates. Finally, in a logic of identifying outlooks of SRI, issues around its real ethicality and its transition from a niche market to a mainstream scale will also be discussed.

93 The role of labelling in in structuring a market. The case of SRI in France Diane-Laure Arjaliès, Samer Hobeika, Jean-Pierre Ponssard, Sylvaine Poret

The attractiveness of SRI (Socially Responsible Investment) for retail investors in France has remained limited in spite of the launch of labeling schemes and a substantial growth of SRI funds. The article analyzes why the labeling impact has been limited. Our framework is based on the interaction of three elements:

labels and information asymmetry, the labeling organizations and the selection of information attributes, the induced competition between labels. Two main factors explain the limited impact of labels. First, the information attributes disclosed by the labels reflect the viewpoint of asset managers rather than the one of retail investors. Second, the distribution of SRI by banking and insurance networks is not a factor of competitive advantage.

109 Measuring extra-financial performances. The true stake of SRI Gunther Capelle-Blancard, Aurélien Petit

The same company might be environmentally friendly, while at the same time behave irresponsibly on social or corporate governance issues. Yet, this multi-

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Summary 183

dimensionality is often overlooked. Many studies have used composite scores, provided by extra-financial rating agencies, which just sum the scores of different facets of CSR to provide an overall assessment. The aim of this paper is to draw attention to theoretical and empirical problems arising when using such composite scores, which smooth extra-financial performances.

127 Retail investors and SRI. A complex relationship Fabien Durif, Isabelle Prim-Allaz, Hind Sami

While Socially Responsible Investing (SRI) receives significant attention among institutional investors, the weight of individual investors remains weak. Few studies have attempted to understand this phenomenon. This paper aims to fill this gap in the literature by analyzing the SRI funds market and its inefficiency and by suggesting possible solutions. An analysis of SRI individual investors’

behaviours based on a survey of a representative panel of 1050 Ontario consu- mers is thus proposed. The paper proceeds to study the motivations of individual investors as well as their decision criteria for the selection of SRI funds.

149 The recommendations of SRI funds.

An empirical study on French retail investment advisors Marco Heimann, Sébastien Pouget

The article examines three variables (characteristics of the fund, personal values of advisers, customer request) influencing the recommendations of SRI funds by retail bank advisers. The ESG approach a fund uses, and SRI labelling both influence recommendations. Factors related to the personality of the adviser, and client requests also play a role, but to a lesser extent. Results highlight the utility of highlighting certain characteristics of the funds, to promote SRI funds.

163 CSR and SMEs. A descriptive analysis based on the COI 2006 survey Rim Oueghlissi

This article proposes, from the Computerization and Organizational Change survey (COI, 2006) to describe CSR practices of French SMEs. The results show lower inclusion of CSR issues in SMEs compared to other companies (significant difference). They suggest that social practices are the most diver- gent between SMEs and other businesses. And they shed light on differential investment in terms of CSR based on the industry. These results are discussed regarding the socially responsible investment (SRI). Indeed, this latter is likely to play a significant role in assisting SMEs to follow more ethical behavior.

181 Summary