Véronique Guilloux

Digital Business Reporting Standards: Mapping the Battle in France

Government agencies use information technology extensively to collect business data for regulatory purposes. Data communication standards form part of the infrastructure with which businesses must conform to survive. We examine the development of, and emerging competition between, two open business reporting data standards adopted by government bodies in France; Electronic Data Interchange for Administration, Commerce and Transport (EDIFACT) (incumbent) and eXtensible Business Reporting Language (XBRL) (challenger). The research explores whether an incumbent may be displaced in a setting in which the contest is unresolved. Latours translation map is applied to trace the enrollments and detours in the battle. We find that regulators play an important role as allies in the development of the standards. The antecedent networks in which the standards are located embed strong beliefs that become barriers to collaboration and fuel the battle. One of the key differentiating attitudes is whether speed is more important than legitimacy. The failure of collaboration encourages competition. The newness of XBRLs technology just as regulators need to respond to an economic crisis and its adoption by French regulators not using EDIFACT create an opportunity for the challenger to make significant network gains over the longer term. ANT also highlights the importance of the preservation of key components of EDIFACT in ebXML.

Incorporating Sustainability into a Cross-Cultural French-American Marketing Communications Project

This paper presents a report of a cross-cultural student team project that was conceived and executed in response to the calls for developing comprehensive, realistic, and relevant teaching tools in marketing classrooms. This projects objectives were to promote cross-cultural understanding of ecological sustainability, facilitate technology-mediated collaboration among international student teams, introduce students to qualitative research, and motivate them to apply theoretical knowledge to creating marketing communications campaigns. This paper may help marketing educators to incorporate complex and creative assignments into marketing curriculum and to prepare more aware and better marketing specialists.

Exploring Social Media Engagement Behaviors in the Context of Luxury Brands

Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete social media engagement behaviors. Findings indicate that consumer engagement behaviors (CEBs) have different potential for luxury brand cocreation depending on their intended audience, degree of applied effort and creativity, complexity of motivations, and dominant content creation style, but not on choice of social media platform. Luxury marketers can preserve their unique positioning in social media by offering top-quality visual content reinforcing the desired brand associations to (a) generate active and creative behaviors by influentials and (b) promote low-effort, high-virality behaviors by consumers motivated by less complex needs.

Does psychological profile have something to do with satisfaction? A French retailing franchisees study

The main purpose of this study is to analyse the relationship between franchisees personality and franchisees satisfaction. A sample of 400 French franchisees concerning different sectors is analysed in detail. In the first part of the article, the methodology is presented. Then, theoretical framework concerning satisfaction and personality is developed. Different hypotheses are justified crossing the MSQ scale and the big four model. Conscientiousness seems to be the most predictive factor for satisfaction and results show that the other Big-Five traits are specific in several sectors.