Caroline Boivin

Université de Sherbrooke | UdeS · Department of Marketing

While the issue of behavioral change is of increasing interest to academics and practitioners, an understanding of its drivers remains limited. Consistent with the possibility that destabilizing events can trigger the implementation of beneficial changes in one's life, this research studies the COVID‐19 pandemic and its influence on the adoption of...

Purpose The purpose of this study is to investigate the extent to which collaborative consumption (CC) enthusiasts are significantly more likely to engage into specific forms of socially responsible consumption (SRC), in contrast to regular consumers. Design/methodology/approach The authors administered an online questionnaire survey to a panel...

Many responsible food products are available in supermarkets and other venues. Through their purchasing behavior, consumers thus have opportunities to express their concerns toward the society and the environment. The consistency of purchasing behaviors in different categories may be questioned. The purpose of this research is to explore potential...

This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption. It is argued that practising responsible behaviour helps consumers to perceive five different types of experiential value: emotional, cognitive, sensory, relational and behavioural. A web-based survey on a panel of more than 1...

The field of sales represents an important aspect of business whether in monetary or in strategic terms (Darmon, 2008; Futrell, 2013). For that reason, researchers have examined a number of salesperson traits that affect sales performance (Churchill, Ford, Hartley, & Walker, 1985; Johnston & Marshall, 2013). While many researchers have postulated a...

In recent years, increased consumer interest in the environment has led to a surge in the availability of green products and services. However, academic literature on green consumption finds that individual concerns about the environment do not necessarily translate into purchases of green products and services (Kim 2011). The gap between consumer...

Regarded as an anecdotal, dedicated to poorer population groups and motivated solely by financial advantage (Williams and Windebank 2000), secondhand consumption has historically triggered only marginal interest in academic and managerial audiences. However, in the wake of initial development in the 1980s and 1990s (Roux and Guiot 2001), the second...

Results of a 284-respondent conjoint analysis show that the fiber and sugar contents are the most important attributes of healthy breakfast cereals. Examination of partial utilities reveals that the higher level of fiber (30%) and the no-sugar option are preferred. A segmentation analysis identifies a segment of consumers that attaches a higher imp...

The purpose of this article is to provide a better understanding of what triggers consumers' interest toward sustainable tourism by identifying the factors which either motivate or demotivate consumers during the purchase decision process relating to sustainable tourism supply options. An application of the means-end chain technique made it possibl...

Although green consumption is increasingly popular in the academic literature, practice is still far from commonplace among consumers. Few studies have been conducted to explain consumer reluctance to adopt green products (GPs), particularly with regard to the roles of the various risks consumers perceive in their purchases. However, perceived risk...

In this paper, we conduct a conjoint analysis to measure the relative importance of attributes of dark chocolate brand, country of origin, certification, cacao content in the formation of consumers preferences. Results show that the cacao content is the most important attribute.

To explore the assumption that a firms strategic initiatives must fit with its corporate identity in order to ensure their success, we conduct an in-depth case study of Ocean Sprays ventures in new products.

Recognizing the practical and theoretical necessity of understanding the mechanisms governing the penetration of socially responsible consumption in the minds of consumers, the authors of this article have devised a behaviour-based scale for measuring socially responsible consumption, while providing a detailed description of consumer profiles from...

Purpose This paper aims to present the methodology used to develop an index for assessing retailers' efforts to promote regional foods, and to provide an analysis of the evaluation of 278 retailers. Design/methodology/approach A three‐step procedure was used to develop the index. First, the dimensions of the index were identified through a literat...

Purpose – This paper aims to establish the role of dominant logics to assess the success potential of strategic alliances. Design/methodology/approach – An empirical validation of an approach based on the theory of conventions was carried out through an analysis of strategic alliances initiated by Apple involving the licensing of the Macintosh ope...

Brand Alliances in the Quebec Food Industry: A Portrait of the Situation Today, brands are associated with advertising campaigns, promotional activities or product design. A descriptive study was conducted in order to improve knowledge relating to the management of brand alliances in the Quebec food industry. A sample of 111 brands divided into 23...

Licensing a new technology implies introducing competition into the market. This has a negative effect on the profit of the incumbent if the demand remains unchanged. However, because of the novel content of an innovation, consumers may have different perceptions of the value of a good depending on the market structure. Thus, the introduction of a...

Contrary to the view that technology sharing is .a second-best solution, this paper suggests that technology sharing can be a profit-maximizing option. Using a case study design, it is demonstrated that the reduction in profits associated with the loss of technology exclusivity - the market share effect - may be more than compensated for by an incr...

We study how network externalities affect research and development (R&D) investments by a non-cooperative duopoly that offers compatible products. We find that multiple R&D equilibria may arise when network externalities are non linear in the number of consumers. The lowest R&D equilibrium corresponds to the case where network externalities are abs...

RÉSUMÉ Cet article distingue deux externalités associées à la recherche et développement (R et D) : techniques et concurrentielles. Nous montrons que les principaux résultats concernant l’incidence des externalités sur les dépenses en R et D se résument à une comparaison de l’amplitude de ces deux externalités sous l’hypothèse d’une fonction de dem...

This paper examines how licensing affects an innovator's profit in a model where an innovator may license its technology to a rival that sells a homogenous product on the market. We find that there exists a demand stimulation such that the innovator's profit increases with licensing even without royalties. We find similar results with differentiate...

Our objective is to examine research and development (R&D) and knowledge creation in the telecommunications services industry. This review helps us in finding out which models of R&D management take shape in this industry. We analyse the activities of North American players as well as the European companies France Telecom and British Telecommunicat...

"Thèse présentée à la faculté des études supérieures en vue de l'obtention du grade de Philosophiae Doctor (Ph. D.) en administration." Thèse (Ph. D.)--Écoles des hautes études commerciales, 2001.