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Publications 1998

Articles

Cestre, G., "PME : Un besoin de formation en management … et bien des questions", Guide de la PME, AGEFI, 1998.

Cestre, G., and Darmon, R.Y., "Assessing consumer preferences in the context of new product diffusion", International Journal of Research in Marketing, Vol. 15 (2), 123 -135, 1998.

Usunier, J.-C., "Oral pleasure and expatriate satisfaction: An empirical approach", International Business Review, vol. 7, no. 1, 1998, 89-110.

Usunier, J.-C., "Equivalence et inéquivalence entre contextes culturels : l'approche linguistique", Revue Française du Marketing, 1998/3-4, no. 168/169, 123-139.

 

Livres et contributions dans des volumes édités

Usunier, J.-C., International and Cross-Cultural Management Research, London: Sage Publications, 1998.

Usunier, J.-C., "Limitations of global brands", in Joseph Strauss (ed.), New Technologies, Global Markets and Territoriality of Laws: A Challenge for Intellectual Property, Zurich: AIPPI, 1998, 93-111.

 

Conférences

Cestre, G., "Du marketing relationnel au partenariat durable", Conférence du Club Suisse de Marketing (CSM), Genève, 04/1998.

Usunier, J.-C., and Walliser, B., "The standardization of advertising execution: A review of the empirical literature", Proceedings of the 27th EMAC Conference, Stockholm, May 1998.

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