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Career Talk: Amandine Aman, Chief Marketing Officer at Le Wagon

Published on 03 March 2023

For many of you, marketing is the dream field! Creativity, strategy, innovation, everything is combined to guarantee you will never be bored at your job! Amandine Aman (alumni GEM PGE 2011), Fractional Chief Marketing Officer at Le Wagon will not...

RSE : comment la température ambiante influence la perception de la communication

Too cold to be skeptical: how consumer reaction to CSR communication is influenced by temperature

Published on 07 December 2021

The increasingly visible consequences of climate change, coupled with greater expectations around societal issues, have pushed corporate social responsibility (CSR) into the spotlight for both organizations and consumers. While many companies have...

la pertinence d’une réponse humoristique face à l’expression du mécontentement des clients sur les médias sociaux -c -Tero Vesalainen

Online Humor: a Positive or Negative Tool for Brands?

Published on 16 November 2021

Recent research provides information on the appropriateness of a humorous response to customers' expressions of dissatisfaction on social media, and on the type of humor to be used according to the brand identity

Messages publicitaires : s’adapter aux valeurs culturelles. L’exemple de la Corée du sud

Advertising messages: adapting to cultural values. The example of South Korea.

Published on 15 March 2021

A study conducted in South Korea examined the effectiveness of advertising messages broadcast in this rapidly growing market with Confucian cultural traditions, in comparison to globalized advertisements based on more individualistic values.