Une alliance digitale en chine pour courbet, pionnier français du diamant de synthèse (notice n° 1633562)
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| fixed length control field | 02970cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260111114910.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Ruaud, Sabine |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Une alliance digitale en chine pour courbet, pionnier français du diamant de synthèse |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 26 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | En 2021, trois ans après avoir co-fondé Courbet, première maison de haute-joaillerie de la place Vendôme à se positionner sur le marché du luxe éco-responsable (diamants de synthèse et or recyclé issu d’appareils électroniques usagés), Manuel Mallen se lance à l’international et cible la Chine. Seul pays dont le marché du luxe est resté en croissance pendant la pandémie de la Covid 19, il présente des perspectives économiques attractives pour une marque française. Afin de booster son entrée dans l’Empire du milieu, asseoir sa notoriété et sa légitimité, et maximiser son impact auprès des Milléniaux et des Z, générations ultra-connectées, le dirigeant déploie une stratégie digitale : il mise sur l’aura d’une actrice-influenceuse aux 50 millions d’abonnés. Une union pour le meilleur… mais aussi pour le pire. Le cas invite à investiguer les enjeux du marketing d’influence, de plus en plus utilisé par les marques du monde entier, mais aussi à réfléchir aux risques encourus. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In 2021, three years after co-founding Courbet, the first fine jewellery brand from Place Vendôme to position itself on the eco-responsible luxury market (synthetic diamonds and recycled gold from used electronic equipment), Manuel Mallen is launching his international business. He has set his sights on China. Only country whose luxury goods market continued to grow during the Covid 19 pandemic, it offers attractive economic prospects for a French brand. To boost its entry into the Middle Kingdom, establish its reputation and legitimacy, and maximise its impact with the ultra-connected Millenials and Z generations, the CEO is deploying a digital strategy and banking on the aura of a actress-influencer with 50 million subscribers. A union for the better... but also for the worse. This case study explores the challenges of influencer marketing, which is increasingly used by brands around the world, but also to consider the risks involved. . |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communication digitale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | e-réputation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | gestion de marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | influenceur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | luxe |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand management |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | digital communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | e-reputation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | influencer |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | luxury |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Lejealle, Catherine |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Delecolle, Thierry |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Recherche et Cas en Sciences de Gestion | 27 | 1 | 2025-12-10 | p. 58-75 | 2646-6546 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-recherche-et-cas-en-sciences-de-gestion-2025-1-page-58?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-recherche-et-cas-en-sciences-de-gestion-2025-1-page-58?lang=fr&redirect-ssocas=7080</a> |
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