Pratique du marketing est un ouvrage à mettre entre les mains de toutes celles et ceux qui souhaitent découvrir les principaux concepts et outils du marketing dans une perspective pratique. Il s’adresse plus particulièrement aux étudiants qui se préparent aux examens de la maturité professionnelle commerciale ou qui se trouvent en début de programme Bachelor des Universités et Hautes écoles de gestion. Il ne s’agit pas d’un manuel de marketing management de plus, mais d’un ouvrage qui aborde le marketing de manière pratique. Il est illustré de nombreux exemples propres à la Suisse, et notamment à la Suisse romande. C’est ce qui fait sa spécificité et sa proximité. Chaque chapitre est introduit par la présentation des objectifs pédagogiques, par un plan des éléments-clés abordés et par une situation qui introduit la matière. Richement agrémenté d’exemples pratiques illustrant les concepts, le sujet se termine par un point d’arrivée, un cas et des questions de révision ou d’approfondissement. Pratique du marketing présente de manière claire et didactique les notions et les outils du marketing actuel, et permet de les mettre aisément en application.
This study examines how foreign R&D investment may explain interfirm variations in productivity performance of home country firms in terms of spillovers. Many have studied spillovers from MNCs to host country’s firms, but there is still scarce evidence on spillovers from outward FDI to the home country. This study analyzes spillovers from foreign R&D investment and hypothesizes that the benefit of outward R&D spillovers occurs only when knowledge accumulated in foreign R&D centers is effectively transferred to MNCs’ parent companies at home. This benefit depends on the mandate of foreign R&D units, their embeddedness in the host economy, and their entry mode. Using detailed firm-level data for Switzerland, our findings seem to support our arguments.
This study demonstrates how reverse knowledge transfer (RKT) explains inter-firm variations in productivity performance of multinational companies (MNCs) investing in foreign R&D. More specifically, it investigates the factors that influence the extent to which knowledge transfer from foreign units to parent companies (RKT) enhances the productivity performance of the MNC at home. Based on interviews and regression analyses using detailed firm data from Swiss manufacturing, we found evidence that (a) well integrated foreign units in the whole company through close management cooperation with their parent companies contribute in enhancing RKT process. (b) The effect of RKT is higher when parent companies have high technological capacities.
Purpose: The business model innovation construct is gaining substantive attention in management literature, emphasizing its role for creating and sustaining a firm’s competitive advantage in rapidly changing business environments. However, little advancement has been made toward a holistic, theory-based understanding of the nature of business model innovation, along with its context-specific antecedents and outcomes. Design: Conceptual Paper. Combining the theoretical insights of the literature on organizational routines and ‘activity system’ perspectives on business models, we refine the conceptualization of a business model as a cluster of interrelated routines, with its internal change dynamics determining the process and scope of business model innovation. Findings: First, we refine the conceptualization of business model innovation through the lens of a dynamic cluster of routines. Second, we recognize the roles and relevance of the different components of a firm’s business model innovation, setting the stage for future research scrutinizing these components and their influence on strategic direction and consequent performance. Third, by identifying the conditions under which the components of BMI lead to a firm’s value creation and capture, we bring answers to questions such as “What leads to significant performance differences within an industry?” and “How do firms sustain such differences over time?” Originality / Value: We distinguish between potential and realized business model innovation processes, and derive theoretical propositions regarding external and internal environment, business model innovation, and value creation and value capture.
Purpose: While business model innovations are critical to a company’s long-term strategy, they are still poorly understood compared to other kinds of innovations. In this paper, we investigate prior research and reframe business model innovation through a top management lens. Design: We report on a content analysis of interviews with top managers of small and medium enterprises in the technology industry, with the aim of recording their definition of business model innovation and their impact on strategy. Findings: Practitioners perceive BMI more as a way of orchestrating a new approach in order to reach new customers and markets with innovative products, than about engineering new revenue possibilities or maintaining existing ones. It is more about reaching new (market and products) than re-configuring existing resources and capabilities to generate supra returns. It is not about optimization of the existing, but creation of the new. It is not a vehicle for facing existing challenges or constraints, nor for keeping the existing business sustainable, but a way to explore new possibilities in an outward manner. Research limitations: The patterns emerging in this research must be interpreted within the limitations of an exploratory research design, particularly its inability to determine directions of causality. Moreover, the data set and analytical processes used in this research present certain limits. Originality / Value: Findings open new directions for theory development and empirical studies in the business model and strategic management literature.
This study investigates the role of banks in the internationalization process of small and medium sized enterprises (SME). It first proposes a conceptual model of the effects a bank’s involvement in the internationalization activities of an SME may have and subsequently tests it. As banks may serve as facilitators for internationalizing SMEs we argue that high levels of bank involvement yield benefits to the internationalizing SME. Ceteris paribus it is therefore expected that SMEs which cooperate closely with their banks throughout their internationalization process internationalize broader and faster. The empirical results from the analysis of internationalizing Switzerland-based SMEs support this notion. SMEs that closely work with their corporate banks fare significantly better in their internationalization endeavors than their peers which do not involve banks. Moreover the involvement of banks has a positive effect on the levels of entrepreneurial orientation and the opportunity recognition capabilities of SME. The article contributes to the ongoing dialog in international business entrepreneurship literatures, especially by suggesting new antecedents to the internationalization success of SMEs.
Grounded on social identity theory, we explore the identities and actions of 41 angel investors who invest in early-stage companies in the field of ICT. Our study reveals the existence of four pure types of angel investor identities and suggests how these identities shape their investment behavior and consequent exchange of resources with investees. We summarize our results in a typology that sheds light on the diverse meanings investors associate with angel investing and advance understanding regarding why fundamental differences in angel investment decisions and actions exist among investors.
This pioneer paper studies whether and how Bitcoin shocks are transmitted to the U.S economy. We employ a new methodology: TVP FAVAR model with stochastic volatility. We use a large dataset of 111 major U.S variables from 1959:m1 to 2016:m12. The results show that Bitcoin shocks significantly impact the U.S. econ-omy. This significant impact is pronounced in a volatile and increasing U.S economy. The Bitcoin has a posi-tive relationship on the U.S real activity, and a negative one on U.S prices and interest rates. Effects on the Monetary Policy exist via the interest rates and the Money, Credit and Finance transmission channels.
Using data on corporate venture capital (CVC) investments by 284 US industrial companies between 2001 and 2013, we analyze the CVC expenditures of each based on their prior position in the syndication network and their financial resources. The generalized-method-of-moments models used show that the annual amount of CVC expenditures ofthese companies depends on the prior number of co-financing relations they have and their cash flows in the previous year, as well as their prior investments. However, the previous centrality of the industrial companies in syndication networks is insignificant, meaning that prior centrality in the VC network does not guide their current CVC expenditures. This result goes against social network theory, which stipulates that the network members strive to improve their centrality in the network they belong.
