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  • Nom de marques. Comment communiquer l’action par la sonorité ? copy metamorworks

    Brand names: How and why does sonority impact perception?

    Published on 13 January 2021

    How can the sound of a brand name influence a customer’s perception? New research explains that occlusive consonants (b, d, p, t) suggest greater action and therefore positively impact customer perceptions.

  • Accroître la valeur d'un produit de masse via la co-conception  c oksana nazarchuk

    The advantages of co-creating with customers

    Published on 10 January 2021

    Co-creation programs such as the massive online personalization program “Design your own Converse” offer interesting marketing advantages. Recent study results help us better understand the impact on customer experience and loyalty.

  • Covid 19 et vaccination : les raisons d’une défiance à la française

    Covid-19 vaccinations: why are the French defiant?

    Published on 11 January 2021

    Vaccines have always been a touchy subject in France. And all the more so since the 90s. Despite the start of Covid-19 vaccination campaigns in several countries, many people in France express an unwillingness to be vaccinated.

  • La publicité programmatique augmente l’efficacité des spots TV

    Programmatic advertising to increase TV ad efficiency

    Published on 13 December 2020

    Thanks to web technology, TV ads can improve their efficiency. By tracking web visits and responding in real-time, companies can improve the efficiency of their TV ad strategy without increasing their advertising budget.

  • Etiquettes énergie. Une nouvelle classification plus exigeante et transparente

    Energy labels: a new classification system with increased requirements and transparency

    Published on 09 December 2020

    What’s the use of a classification system if everyone is in the top tier? To overcome this problem, Europe will be implementing a new energy label system with more stringent requirements. An opportunity to encourage greater innovation and efficiency...

  • Sevrine le loarne

    Discrimination: face-to-face with “ordinary” sexism in business

    Published on 12 December 2020

    What is “ordinary” sexism? How and why should companies seek to change sexist behavior? We speak with Séverine Le Loarne, head of the Women and Economic Renewal Chair (FERE Chair) at Grenoble Ecole de Management.