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Abstract
We study cross-nationally whether managers view corporate social and economic responsibilities as compatible, or incompatible. The conceptual framework builds on different theories that support alternative views of corporate responsibilities compatibility. A set of hypotheses relates differences in cultural values, corporate governance systems, and managerial education to corporate responsibilities compatibility. A corporate responsibility scale is developed and its cross-national invariance is tested. Data analysis, controlling for gender and work experience, shows that in countries with large power distance, with less strict corporate governance, and more integrative business education, social responsibility is perceived as relatively incompatible with economic responsibility, whereas in countries with smaller power distance, with stricter corporate governance, and more functional business education, social and economic responsibilities are perceived as more compatible.

Abstract
Every time another corporate scandal captures media headlines, the 'bad apple vs. bad barrel' discussion starts anew. Yet this debate overlooks the influence of the broader societal context on organizational behavior. In this article, we argue that misbehaviors of organizations (the 'barrels') and their members (the 'apples') cannot be addressed properly without a clear understanding of their broader context (the 'larder'). Whereas previously, a strong societal framework dampened the practical application of the Homo economicus concept (business actors as perfectly rational and egocentric utility-maximizing agents without any moral concern), specialization, individualization and globalization led to a business world disembedded from broader societal norms. This emancipated business world promotes a literal interpretation of Homo economicus among business organizations and their members. Consequently, we argue that the first step toward 'healthier' apples and barrels is to sanitize the larder, that is, adapt the framework in which organizations and their members evolve.Chaque fois qu'un nouveau scandale fait la une des médias, la question de savoir si le problème se situe au niveau des individus (des 'pommes isolées') ou au niveau des organisations (les 'caisses de pommes') refait surface. Ce débat tend néanmoins à sous-estimer l'influence du contexte sociétal plus large sur le comportement dans les organisations. Dans cet article, nous soutenons l'idée que les scandales éthiques dans les organisations ou parmi leurs membres ne peuvent être compris correctement sans une vision plus précise de leur contexte plus large (la 'cave à pommes'). Si dans le passé un contexte sociétal fort permettait d'adoucir les applications pratiques de l'Homo economicus (qui considère l'acteur économique comme un agent parfaitement rationnel et égocentrique cherchant à maximiser son utilité sans réflexion morale), l'individualisation et la globalisation ont conduit à un monde économique désencastré et déconnecté des normes sociales plus larges. Ce monde économique autonome promouvoit une interprétation littérale de l'Homo economicus parmi les entreprises et leurs employés. Il en résulte que le premier pas vers des pommes moins pourries passe par un assainissement de la cave, c'est-à-dire l'adoption d'un cadre socio-normatif qui permet un recadrage du contexte dans lequel les organisations économiques et leurs acteurs agissent.

Abstract
This paper examines how scholarly research on corporate branding has evolved using bibliometric author co-citation analysis of articles published between 1969 and 2008 on corporate branding. The bibliography was compiled using the ISI Web of Science database. We searched articles published between 1969 and 2008 that used terms in their title related to our research scope. Then we used citation mapping to visualize the relationships between and among key works in the field.¦Our search resulted in 264 papers by 412 authors in 150 journals. The field is notably interdisciplinary, with articles published mainly in business, management, architecture, arts and communications disciplines. We found three main approaches to corporate branding research (internal, transactional, external) with seven core research streams: (1) product, service and sponsorship evaluation; (2) corporate and visual identity; (3) employment image and application; (4) corporate crime; (5) financial performance; (6) brand extension; and (7) corporate image. We also identified emerging fields such as corporate branding combined with corporate social responsibility.¦This research is limited by the database and the terms used for the search. Self-citations were also included. We used citation mapping and content analysis to identify core research streams.¦The article is singular in using bibliometrics by means of author co-citation analyses to identify, analyze and visualize key articles about corporate branding in the last 40 years. The results demonstrate the impact of selected institutions, journals, and key articles and authors on the research field.

Abstract
Corporations do not exist in a vacuum, they are embedded in a socio-political context. This context shapes our ideas about what managers within corporations and corporations within society do or should do.¦The rise of a global world order at the threshold of the 21st century is transforming our society at high speed. Questions of business integrity and sustainability move center stage.¦This book, written on the occasion of the HEC Lausanne centennial by some thirty professors, discusses various aspects of responsible management practices for the 21st century and provides some key insights for managers today and tomorrow.

Abstract
Most cross-cultural management studies are based on US research instruments. Sophisticated¦translation procedures are applied to ensure that the target language wording is as near as possible¦to the source language. This process often results in ignoring the emic meaning in the target context by¦forcing source meaning into that context. This paper investigates the use of language as a cultural¦informant to generate insights into shared or specific facets of meaning. Illustrations from the cross-cultural management¦literature show that divergence in meaning can be assessed by adopting a cultural¦and political approach to translation rather than a mechanical one.

Abstract
La confiance du consommateur est l'un des éléments clés pour créer et maintenir¦les relations avec la clientèle en ligne. La mesure de la confiance vis-à-vis¦d'un site web marchand nécessite d'autres indicateurs de la confiance que ceux¦utilisés pour une marque ou un magasin physique. Bien que l'étude de la confiance¦en général soit un domaine de recherche bien établi, peu de chercheurs de la communauté¦française ont étudié la confiance des consommateurs sur Internet. Cet¦article propose une échelle de mesure de la confiance vis-à-vis des sites web¦marchands, adaptée au contexte français. Le développement de l'échelle suit de¦près le cadre théorique proposé par McKnight, Choudhury et Kacmar (2002).

Abstract
Web sites are a major instrument for companies to transmit information to¦customers and conduct transactions in business markets. Differences in Web site design¦and content across companies can be explained by cultural factors (mainly high- or¦low-context communication, individualism, and power distance), characteristics of a company's¦home country, and corporate demographics. Based on a review of recent studies,¦mostly in B2C settings, this paper summarizes what is known about the impact of cultural¦dimensions on Web site design and content. Content analysis of 600 B2B Web sites in 57¦countries confirms the interrelatedness of certain antecedent variables with Web site design¦and content. Some cultural orientations, especially high-context communication, may be¦detrimental to the design of Web sites, making them less clear, less attractive, and less¦interactive. Companies in countries characterized either by high-context communication,¦collectivism, or high power distance should strive for cultural adaptation of Web sites. Firm¦size and R&D intensity also have an impact on Web site design and content.

Abstract
This book attempts to go beyond Hofstede by offering new perspectives for cross-cultural research in marketing and management. On the cover page, 'Beyond Hofstede' appears in very large letters, while the second, and probably most promising part of the title ('Culture Frameworks for Global Marketing and Management') appears in a much smaller font. In Chapter 1, Cheryl Nakata explains how Hofstede's framework has become the dominant cultural paradigm in business studies. She argues that it is now time to look beyond it, because the world has become more complex, more fluid, and more globally integrated. As a consequence, new theorization of culture and alternative paradigms of culture are needed for scientific investigation in varied and dynamic terrains. The book is the outcome of a symposium held in May 2008 at the University of Illinois at Chicago. Chapters are individual contributions from the symposium participants who are leading scholars in the field. Two chapters are contributed by the editor alone, the starting and the finishing chapters, which are both quite prudent in their attitude to Hofstede.

Abstract
Language and communication, especially high- versus low-context communication styles, have been¦shown to lead to differences in Web sites. Low-context communication provides the lowest common¦denominator for intercultural communication through the Internet by making messages linear, articulated,¦explicit, and therefore easier to understand in the absence of contextual clues. Based on theories¦of intercultural business communication and recent empirical studies, this article investigates¦how communication styles influence Web site design and content. It is hypothesized that, for the global¦audience, Web sites from low-context communication countries are easier to find, use colors and¦graphics more effectively, make navigation more user-friendly, contain more corporate and product¦information cues, and offer more contract- and relationship-related content than Web sites from highcontext¦communication countries. This article also contributes to international business communication¦by investigating the choice of languages in business-to-business (B2B) Web sites. Empirical¦findings confirm the influence of high- versus low-context communication styles through systematic¦content analysis of 597 B2B Web sites in 57 countries. High-context communication style may be¦detrimental to the design of global Web sites, making them less readable, less effective in their use of¦colors and graphics, and less interactive for the globally dispersed users.

Abstract
This research examines how the perception of consistency between brand image and website image affects brand attitude. With the massive development of the internet, most of the brick-and-mortar companies created their own website. Two prevailing strategies emerged: some companies transposed their brand with the corresponding name, image and values to the website and others created a new brand name to exist on the net. As the representation of a brand on the internet is limitless, it is not sure that brand image perceived by website visitors is consistent with their prior brand image. Results provide empirical evidence of a moderating effect of perceived consistency on the relation between website and brand attitude.

Abstract
The internet offers both growth and loyalty opportunities for brands. To this end, in recent years, companies have accelerated the development of their websites, including richer and more interactive content as well as relationship tools such as email newsletter and consumer magazines. Using the example of a leading French manufacturer's website, the present research demonstrates that visitors satisfied with their overall website experience are more inclined to revisit and recommend the site and in turn develop more positive attitudes toward the brand as well as higher purchase intent. These relations are stronger for consumers that are members of the website email newsletter program and those that receive the brand consumer magazine.

Abstract
This article is a reply to the paper by Josiassen and Harzing about the continued relevance of ountry-of-origin (COO) research in marketing (Forthcoming, EMR). It develops detailed and articulated responses to each of their arguments. Although sharing some of Josiassen and Harzing's views, this reply maintains that the case of COO research raises significant issues in terms of its relevance to marketing practice.

Abstract
Aim Structure of the Thesis¦In the first article, I focus on the context in which the Homo Economicus was constructed - i.e., the conception of economic actors as fully rational, informed, egocentric, and profit-maximizing. I argue that the Homo Economicus theory was developed in a specific societal context with specific (partly tacit) values and norms. These norms have implicitly influenced the behavior of economic actors and have framed the interpretation of the Homo Economicus. Different factors however have weakened this implicit influence of the broader societal values and norms on economic actors. The result is an unbridled interpretation and application of the values and norms of the Homo Economicus in the business environment, and perhaps also in the broader society.¦In the second article, I show that the morality of many economic actors relies on isomorphism, i.e., the attempt to fit into the group by adopting the moral norms surrounding them. In consequence, if the norms prevailing in a specific group or context (such as a specific region or a specific industry) change, it can be expected that actors with an 'isomorphism morality' will also adapt their ethical thinking and their behavior -for the 'better' or for the 'worse'. The article further describes the process through which corporations could emancipate from the ethical norms prevailing in the broader society, and therefore develop an institution with specific norms and values. These norms mainly rely on mainstream business theories praising the economic actor's self-interest and neglecting moral reasoning. Moreover, because of isomorphism morality, many economic actors have changed their perception of ethics, and have abandoned the values prevailing in the broader society in order to adopt those of the economic theory. Finally, isomorphism morality also implies that these economic actors will change their morality again if the institutional context changes.¦The third article highlights the role and responsibility of business scholars in promoting a systematic reflection and self-critique of the business system and develops alternative models to fill the moral void of the business institution and its inherent legitimacy crisis. Indeed, the current business institution relies on assumptions such as scientific neutrality and specialization, which seem at least partly challenged by two factors. First, self-fulfilling prophecy provides scholars with an important (even if sometimes undesired) normative influence over practical life. Second, the increasing complexity of today's (socio-political) world and interactions between the different elements constituting our society question the strong specialization of science. For instance, economic theories are not unrelated to psychology or sociology, and economic actors influence socio-political structures and processes, e.g., through lobbying (Dobbs, 2006; Rondinelli, 2002), or through marketing which changes not only the way we consume, but more generally tries to instill a specific lifestyle (Cova, 2004; M. K. Hogg & Michell, 1996; McCracken, 1988; Muniz & O'Guinn, 2001). In consequence, business scholars are key actors in shaping both tomorrow's economic world and its broader context. A greater awareness of this influence might be a first step toward an increased feeling of civic responsibility and accountability for the models and theories developed or taught in business schools.

Abstract
Schwartz?s value system (SVS) has been widely used in different disciplines (e.g., psychology, management, and marketing). Although the value structure seems to be validated when data are analyzed through multidimensional scaling, we show that the quasi-circumplex structure of human values is not supported when confirmatory analysis approaches (e.g., CIRCUM and constrained confirmatory factor analysis) are used. Based on two samples of French and Swiss respondents, confirmatory tests of SVS provide little support for its quasi-circumplex structure, mainly due to problems of construct and discriminant validity resulting from multicollinearity between value types.

Abstract
The purpose of this dissertation is to better understand how individual employees? values and personality traits influence their attitudes toward market orientation; how such attitudes impact their market-oriented behaviors; and how in turn, these behaviors lead to their superior individual performance. To investigate these relationships, an empirical study was conducted in the French speaking part of Switzerland and data were collected from a sample of service firms? employees from diverse departments and hierarchical levels. To a large extent, the results support the hypothesis of a hierarchical chain moving from value / personality to attitude to behavior to individual performance in relation to market orientation.¦Le sujet de cette thèse de doctorat est de mieux comprendre comment les valeurs et les traits de personnalité des employés influencent leurs attitudes envers l'orientation vers le marché ; comment ces attitudes ont un effet sur les comportements orientés vers le marché de ces employés et enfin, comment ces comportements conduisent à une meilleure performance individuelle. Afin d'étudier ces relations, une enquête a été conduite en Suisse romande et des données ont été collectées auprès d'un échantillon d'employés d'entreprises de service de différents départements et niveaux hiérarchiques. Les résultats sont concordants avec l'hypothèse d'une chaîne causale allant des valeurs / traits de personnalité aux attitudes, aux comportements et finalement à la performance individuelle dans le contexte de l'orientation vers le marché.

Abstract
RESUMɦObjectifs de la recherche:¦Depuis quelques années, l'utilisation de l'écologie dans le marketing a connu un essor considérable, aussi bien dans le monde académique que dans la pratique. De nos jours, la notion de label suscite un vif intérêt auprès des entreprises désireuses de promouvoir des produits "verts". Le principe de l'écolabellisation consiste à fournir aux consommateurs, en plus du prix, un nouvel élément de comparaison des produits. Les écolabels sont considérés comme l'un des meilleurs outils pour informer le consommateur, d'une manière claire et compréhensible, de l'impact du produit sur l'environnement. Nous nous intéressons, dans le cadre de notre travail, à l'étude du comportement d'achat des produits écolabellisés. En dépit de leur popularité croissante, les études académiques portant sur les labels écologiques sont relativement rares et de nombreuses problématiques demeurent en suspens. L'étude du comportement d'achat - au sens large - mérite notamment d'être approfondie. Notre recherche a plusieurs volets. Premièrement, nous étudions l'impact des valeurs, de l'implication vis-à-vis de l'écologie, du scepticisme, de la compréhension du label et de la connaissance de l'écologie sur le comportement d'achat de produits écolabellisés. Ensuite, nous testons la cohérence entre comportements écologiques en introduisant un comportement post- achat (le triage des déchets ménagers).¦Théories sous-jacentes:¦Notre étude repose sur différents apports académiques relatifs au comportement du consommateur "vert" mais également sur des concepts issus de la psychologie et de la sociologie. Nous présentons d'abord la littérature portant sur la caractérisation du consommateur "vert" (Webster, 1975; Arbuthnot, 1977; Van Liere et Dunlap, 1981; Balderjahn, 1988; Antil, 1984; Grunert et Juhl, 1995; Roberts, 1996). Nous abordons ensuite les études portant sur les valeurs (Schwartz, 1992; 1994), l'implication (Zaichkowsy, 1994), le scepticisme (Gray-Lee, Scammon et Mayer, 1994; Mohr et al., 1998), la compréhension des écolabels (van Dam et Reuvekamp, 1995; Thogersen, 2000) et la connaissance de l'écologie (Maloney et al., 1973, 1975; Arbuthnot, 1977; Pickett et al., 1993). Ces variables nous semblent être les plus à même d'influencer le comportement d'achat de produits écolabellisés. Enfin, sur la base des travaux de Valette-Florence et Roehrich (1993), nous développons un modèle de causalité, centré sur la relation entre les valeurs, l'implication et le comportement.¦Hypothèses de recherche et opérationnalisation des variables:¦Nous développons 16 hypothèses de recherche dont 12 portent sur les rapports de causalité entre construits. Par ailleurs, pour mieux comprendre la personnalité du consommateur de produits écolabellisés, nous distinguons les variables reflétant un intérêt collectif (altruisme) de celles reflétant un intérêt individuel (égocentrisme).¦La mesure des différents construits reposent sur la liste de Schwartz (1992, 1994) pour les valeurs, l'échelle d'implication de Zaichkowsy (1994) pour la publicité, l'échelle développée par Mohs et al. (1998) pour mesurer le scepticisme et une liste de questions portant sur l'écologie (Diekmann, 1996) pour tester le niveau de connaissance. Les comportements d'achat et post-achat sont mesurés respectivement à l'aide de questions relatives à la fréquence d'achat de produits écolabellisés et du triage des déchets ménagers.¦Collecte des données:¦Le recueil des données s'effectue par sondage, en ayant recours à des questionnaires auto-administrés. L'échantillon comprend de 368 étudiants provenant de diverses facultés de sciences humaines de Suisse Romande.¦Analyse des données et interprétation des résultats:¦Notre étude porte sur le comportement d'achat de trois labels écologiques et sur le triage de 7 déchets ménagers. Les différentes analyses montrent que certaines valeurs ont un impact sur l'implication et que l'implication a une influence positive sur le comportement d'achat et post-achat. Par ailleurs, nous montrons que l'implication sert de variable médiatrice entre les valeurs et le comportement.¦De plus, la compréhension de l'écolabel influence de manière positive l'achat de produits écolabellisés, la connaissance de l'écologie a une influence positive sur le comportement post-achat et le scepticisme vis-à-vis de l'utilité du triage des déchets ménagers influence négativement le comportement de triage.¦Implications managériales:¦Les résultats obtenus suggèrent qu'outre la valeur "protection de l'environnement", d'autres valeurs comme "la stimulation" ou encore "l'accomplissement" influencent de manière significative l'implication vis-à-vis de l'écologie qui à son tour influence l'achat de produits écolabellisés. Le manager doit donc tenir compte du fait que le consommateur est impliqué dans l'écologie. Ensuite, la compréhension du label joue un rôle prépondérant dans l'achat. De plus, le consommateur ne semble pas être sceptique par rapport aux informations fournies par les écolabels et le niveau de connaissance de l'écologie n'affecte pas son comportement. Enfin, le consommateur semble agir de manière cohérente en achetant différents produits écolabellisés.¦Apports, limites et voies de recherche:¦Notre étude contribue à l'enrichissement de la recherche sur le comportement du consommateur dans un contexte écologique à plusieurs égards, notamment par l'étude de la relation entre les valeurs, l'implication et le comportement. Néanmoins, la portée de notre recherche est naturellement restreinte en raison du nombre limité de cas étudiés, soit 3 labels écologiques relativement peu connus de notre échantillon. Il serait utile de répéter l'étude en utilisant des labels plus populaires. Par ailleurs, nous avons eu recours à des échelles développées dans des contextes quelque peu différents. En particulier, une échelle d'implication devrait être développée spécifiquement pour le contexte écologique.