Stratégie d’influence et réputation de marque : les défis de l’expansion internationale pour Courbet (notice n° 1633569)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02596cam a2200325 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260111114914.0 |
| 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 | Stratégie d’influence et réputation de marque : les défis de l’expansion internationale pour Courbet |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 24 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Selon un rapport de recherche complet de Market Research Future (MRFR), le marché du marketing d’influence devrait atteindre 38,2 milliards de dollars US d’ici 2030, enregistrant un TCAC de 33,20 % tout au long de la période de prévision (2022-2030). Quelles sont les spécificités du marketing d’influence ? Pour quelles raisons les marques intègrent de plus en plus ce levier dans leurs stratégies ? Quels sont les risques encourus ? Le cas retenu est celui de Courbet, première Maison de la Place Vendôme à commercialiser des diamants de synthèse sur or recyclé, partie à la conquête des Milléniaux chinois. Il permet d’illustrer que, si le choix d’un influenceur est déterminant, il n’est pas pour autant sans danger pour la marque qui y recourt. Des implications managériales seront mises en lumière. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | According to a research report by Market Research Future (MRFR), the influencer marketing market is expected to reach US$38.2 billion by 2030, registering a CAGR of 33.20% throughout the forecast period (2022-2030). What are the specifics of influencer marketing? Why are brands increasingly incorporating this lever into their strategies? What are the risks involved? The case in point is that of Courbet, the first Place Vendôme ‘Maison’ to market synthetic diamonds on recycled gold, which has set out to conquer the Chinese Millennials. It illustrates that while the choice of an influencer is crucial to its success in the land of the dragon, it is not without danger. Managerial implications will be highlighted. |
| 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 la 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 | marketing d’influence |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | notoriété |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | . |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand awareness |
| 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 | 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 | influencer marketing |
| 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. 26-41 | 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-26?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-recherche-et-cas-en-sciences-de-gestion-2025-1-page-26?lang=fr&redirect-ssocas=7080</a> |
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