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Empresas que marcam. Sucesso nos negocios e inserçao societal

Thoenig, Jean-Claude; Waldman, Charles (2008), Empresas que marcam. Sucesso nos negocios e inserçao societal, p. 263

Type
Ouvrage
Date
2008
Published in
Sao Paulo
Pages
263
Metadata
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Author(s)
Thoenig, Jean-Claude
Waldman, Charles
Abstract (FR)
Des entreprises comme Ikea, First Direct, Apple ou Royal Canin pensent et agissent d'une manière originale. Elles créent de nouveaux territoires sociaux et économiques par la satisfaction de valeurs nouvelles, elles adoptent un marquage proactif, elles cooptent un réseau de parties prenantes nouvelles, elles se placent sur le registre de la prescription.
Abstract (EN)
Firms such as Ikea, First Direct, Apple or Royal Canin think and act in an unconventional way. They build up new societal and economic territories around emerging cultural and social wants and trends. They use a proactive marking approach. They coopt outside stake holders and put the emphasis upon prescriptive marketing and distribution.
Subjects / Keywords
organisation; marketing; stratégie; sociologie économique
JEL
L14 - Transactional Relationships; Contracts and Reputation; Networks
A14 - Sociology of Economics
L22 - Firm Organization and Market Structure
M31 - Marketing