March 2020

abstract

Gérer & Comprendre

Full issue

Issue 139

OVERLOOKED…

The marketing in action of nonspecialists: Consumers as sellers of second-hand products on line

By Sarah Benmoyal Bouzaglo and Aline Boissinot and Corina Paraschiv

A qualitative study based on semistructured interviews with twenty users of the Leboncoin website studied the strategies deployed by them to sell second-hand products on line. These nonprofessional sellers had an exclusively geographic approach to targeting, while respecting the major characteristics of the initial positioning of the product. During the sales process, they engaged in actions that can be categorized according to the four dimensions of the marketing mix with specific features due to online sales of second-hand products.

Stretch goals for dynamic crowdfunding campaigns

By Sophie Renault

This in-depth study of six crowdfunding campaigns in the comics business examines the function of stretch goals in the campaigns that adopt a reward-based business model. A stretch goal is a goal set by the project’s inventor that is higher than what he initially wanted. Stretch goals impart a momentum of gami-fication to the crowdfunding campaign. If the stretch goal is exceeded, the additional funds collected will be used, for example, to improve the project or offer rewards to donators. Although the profits seem attractive, stretch goals might entail risks, in particular if the project initiator does not reckon with the consequences related to financing and logistics. Furthermore, managing stretch goals might turn out to be complicated and time-consuming.

TRIAL BY FACT

Managing the unmanageable: A case study of the management of an infectious animal disease in Corsica

By Marc Barbier and François Charrier and Mourad Hannachi

Health crises (avian flu, mad cow disease, etc.) have recurrently challenged government strategies for managing animal diseases with a high risk of becoming an epidemic. Although many studies have focused on the gap between the supposed effectiveness of these strategies and the reality of conditions for implementing them in the field, very few studies have concentrated on the drafting of collective strategies involving a wide range of stakeholders (farmers, hunters, veterinarians, administrations, etc.) who often have incompatible interests. To contribute to the analyses made of the aforementioned gap, a case study based on grounded research has been made of how Aujeszky’s disease (“pseudorabies”, a viral disease in swine) is being managed in the French region of Corsica. This disease has stymied animal health authorities for many decades because of the complexity of its biological, socioeconomic and organizational causes. Lessons are drawn from a participatory approach whereby researchers have “coconstructed” a new strategy for managing this disease. Light is shed on the emergence of a local “middle management” and its characteristics. At a time when governance in the health field is undergoing change, this study brings to light approaches for locally working out public health programs while involving many stakeholders.

Managing the inflation of regulations: The fight against money-laundering and the financing of terrorism in an asset-management bank

By Nicolas Dufour

How does a firm subject to a regulatory process, namely the fight against money-laundering and terrorist financing, handle conflicts between sets of regulations? Based on a longitudinal study in a research-intervention program, a typology of such conflicts is proposed along with the axes for managing them. Attention is drawn to difficulties specific to the financial industry, in particular private banks and life insurance.

IN QUEST OF A THEORY

When fiction helps us imagine new manage-rial practices: The Night’s Watch in “Game of Thrones”

By Marine Agogué and Cyrille Sardais

What if fiction could stimulate new thoughts about questions related to managerial practices? This in-depth study of the Night’s Watch brotherhood in the series Game of Thrones conceptualizes practices of a sort that can be described as “organic management”. The internal operation of this brotherhood, its organization of people, the mentoring process; values and social control can all stimulate our thinking about the managerial practices relevant to contemporary organizations, which choose an original, innovative managerial approach.

Mosaics

“Quality; a lever for occupational health

On Jean-Yves Bonnefond’s Agir sur la qualité du travail: L’expérience de Renault Flins (Toulouse: Érès, 2019).

By Damien Collard

“Clinical sociology from A to Z

On Agnès Vandevelde-Rougale, Pascal Fugier and Vincent de Gaulejac’s (editors) Dictionnaire de sociologie clinique ” (Toulouse: Érès, 2019).

By Jean Vandewattyne

“The chronicles of a long-term revolution

On Nathalie Fabbe-Costes and Aurélien Rouquet’s (editors) La Logistisation du monde ” (Aix-en-Provence: Presses Universitaires de Provence, 2019).

By Julie Bastianutti

“Imagining (and practicing) a dialog about work in organizations

On Mathieu Detchessahar’s (ed.) L’entreprise délibérée. Refonder le management par le dialogue ” (Bruyères-le-Châtel: Éditions Nouvelle Cité, 2019).

By Xavier Léon

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