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Publications 1997

Articles

Catry, B., "Sponsoring : un outil de marketing efficace?", Revue économique et sociale 3, 1997.

Cestre, G., "Le capital-client, nouvelle valeur de l'entreprise", Guide de la PME, AGEFI, 1997.

Cestre, G., "Estimer la valeur d'une étude marketing", Echos / Money, No.2, 1997.

Denis, J.-E. and Czellar, S..,"Les Nouvelles Directions de Recherche en Marketing : Une Etude Comparative France - Etats-Unis 1989-1994 [New Research Directions in Marketing : A US - France Comparison 1989-1994]", Revue Française du Marketing, 162 (2), 7-29, 1997.

Denis, J.-E., Lee, J.Y., and Czellar, S., “Convergence and Divergence in European Market Research Practices", Marketing and Research Today, 25 (3), 180-190, 1997.

Pasquier, M., "The Effectiveness of Outdoor Advertising", The European Research Experience, Federation of Outdoor Advertising, special issue, 1997.

Gugler, P. and Pasquier, M., "Strategic Alliances of Swiss Firms: Cooperative corporate strategies in the global race", Die Unternehmung, 2, 1997, S. 133-144.

Usunier, J.-C., "Atomistic versus Organic approaches: An illustration through cross-national differences in market research", International Studies of Management and Organization, vol. 26, no. 4, Winter 1996-7.

Usunier, J.-C., "Consommation Ostentatoire et Valeurs Asiatiques", Décisions Marketing, no. 10 (January-April),1997, 45-55.

 

Livres et contributions dans des volumes édités

Mathe, H., Dubosson Torbay, M., and Rousseau, M., Le Service Global: Innovations et stratégies internationales de développement dans les services [Global Services: International strategies and innovation for services development], Paris, Maxima-PUF, 1997.

Pasquier, M., Plakatwirkungsforschung: Theoretische grundlagen und praktische Ansätze, Universitàtsverlag Freiburg, 1997.

Usunier, J.-C., "Le Management Interculturel", in Encyclopédie de Gestion, Patrick Joffre et Yves Simon éditeurs, Paris, Economica, 1997, 1809-1818.

Bourbonnais, R. and Usunier, J.-C., "La Prévision des Ventes", in Encyclopédie de Gestion, Patrick Joffre et Yves Simon éditeurs, Paris, Economica, 1997, 2439-2450.

Hay, M. and Usunier, J.-C., "Time and Strategic Action: The Japanese case", in H.C. De Bettignies editor, The Changing Business Environment in the Asia-Pacific Region, London: International Thomson Business Press, 1997, 198-225.

 

Conférences

Cestre, G., "PME: Stratégies de développement international - Le cas de Rüeger S.A", Colloque de l'Institut Universitaire de Management International (IUMI), HEC Lausanne, 03/1997.

Cestre, G., "Public and private alliances: What role for universities ? The case of the International Institute for the Management of Telecommunications", 13th Annual Conference - European Universities Continuing Education Network (EUCEN), Lausanne (P), 04/1997.

Dubosson Torbay, M., "Managing Spatial resources of companies", ANVIE, Maison des Sciences de l'Homme, Paris, France, 1997.

Dubosson Torbay, M., "Integration Physical space management aligned with the corporate strategy: banks in the past and banks today", 05/1997.

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