Florence Crespin-Mazet

Kedge Business School · Marketing

Le guide pratique des communautés est un ouvrage réalisé par une communauté de praticiens et chercheurs qui partage une passion commune, le développement du modèle des communautés dans les organisations pour innover, gérer autrement, développer les affaires et créer de la valeur. Cet ouvrage est porté par une envie des auteurs d’actualiser les prat...

Purpose The purpose of this study is to address the problematic yet under-researched issue of the disconnectedness of the temporary and permanent levels of organisation in project-based firms in terms of learning and innovation diffusion. Design/methodology/approach The paper is based on a longitudinal case study of a pioneering French constructio...

While the literature on academia-industry collaboration highlights the challenges linked to the theory-practice divide, it only partially addresses the heterogeneous nature of the knowledge produced and the scope of the theorising process. Based on an exemplary case, this paper suggests that academia-industry collaboration is a useful but insuffici...

While CoPS literature extensively covers how suppliers use modularity and systems integration to innovate, it fails at providing insights on the marketing and sales processes supporting innovation. We aim to contribute at filling this gap by comparing the contrasted approaches developed by two suppliers to integrate an innovative sustainable demand...

The construction sector is often identified as a less innovative than other industries. due to its project-based character and the lack of-term relationships (Miozzo and Dewick, 2004; Bygballe et al., 2010). This impacts how actors interact, learn and innovate over time. Even tough, projects are innovative arenas for new ideas and solutions., the l...

This article mobilizes both the organizational and practice-based literature to question the organizational mechanisms enabling a social collective to successfully introduce an innovation in the field of public rescue. Based on a case study, it highlights how this collective emerged and progressively acquired the characteristics of a partial organi...

We mobilize the organizational and practice-based literature to determine the mechanisms enabling a social collective to introduce innovation in public rescue. The case highlights how this collective acquired characteristics of a partial organization by: (1) emergent characteristics reacting to critical incidents, (2) an overarching agenda supporti...

This paper explores the roles of actors in combining resources to develop an innovation network supporting the actual use of Automated External Defibrillators –AEDs- by end citizens in France. While there is growing attention devoted to innovation networks and recognition of the importance of adopting a users’ perspective to analyze innovation vent...

Purpose – Little research focuses on the conditions under which companies open up to co-develop knowledge with external actors. Spatial proximity has been proved insufficient to generate successful open innovation processes: socio-economic proximity also seems required. This paper aims at better understanding how this new form of proximity can be o...

This article examines the role of branding as a vector for internal communication and as a method of stimulating learning and change. Instead of focusing on the external impact of the brand, it uses an in-depth case study in the French construction industry to show how a commercial brand can foster the emergence of internal communities that stimula...

In a context of market globalization leading firms to focus on their core competences, companies need to increasingly cooperate with other firms to innovate and rejuvenate their resources. Based on an exploratory case study, this research aims at understanding the dynamics leading firms in the same pole of competitiveness to share their knowledge a...

While the literature argues that there are several benefits for construction purchasers who join forces to co-develop the project with contractors and to increase cooperation between the various project stakeholders (construction partnering), little research has been done on the reasons for the lack of extensive diffusion of such methods in the con...

This paper deals with a specific issue in project marketing, namely project co-development, presented as a relational and cooperative form of exchange in the project network. It endeavours to find out under what conditions project co-development is considered as a viable marketing strategy as opposed to competitive bidding. A model is developed, wh...

RESUME Contrairement à de nombreux secteurs industriels ayant développé des approches relationnelles de long terme avec leurs clients et les acteurs de la supply chain, Face à ce constat, des entreprises comme Spie Batignolles repensent leur pratiques pour développer une nouvelle approche du marché centrée sur la coopération avec les clients et le...

The purpose of this article is to shift gear from the purely economic to the socioeconomic level in project marketing and consequently to demonstrate that project marketing consists, to a certain extent, in the management of a firm's relationships to a local network of business and non-business actors, named the milieu. This networking action forms...

Une "affaire" doit cire comprise comme une transaction complexe concernant un ensemble de produits, services et travaux, conçue spécialement pour réaliser, dans une certaine période de temps, un actif spécifique pour un acheteur : un immeuble, une usine clé-en-main, une centrale électrique, un système d'armes, une série limitée de trains d'atterris...

Based on the analysis of the strategic marketing approaches implemented by four firms selling projects and systems under the rule of competitive tendering, this article advocates that their marketing approaches depart both from mere reactive behaviours and from rigid strategic planning guidelines to projects opportunities. The strategic approach us...

In a context of liberalisation, occurring in the European Union, French major electricity users developed a new collective purchasing strategy, based on political sponsorship. The mobilisation of non-business actors as a purchasing strategy, and in particular, the way a business firm managed to obtain the sponsorship of major political actors to de...

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