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The Web and New Marketing

Introduction

1st Conference on the Web and New Marketing Practices, Paris, 23-24 Jun 2011, Coordinator C?dric Ghetty; Deadline 15 Feb

 : : : Posting

: : call

Call for Papers
1st Conference on the Web and New Marketing Practices
«Marketing in the Web 2.0 era»
23rd-24th June 2011

School of Management Léonard de Vinci (EMLV) – La Défense, Paris

The phenomenon of social networks has experienced an outstanding growth over the last 5 years and has become a real challenge for companies. The concept of social network is part of a much wider framework, that of Web 2.0, including among others the consumer’s contribution as an information and content provider. However, if the concept of Web 2.0 has become familiar to most people, a large number of questions still need to be further developed and new knowledge is yet to be explored to contextualize these changes.

The recent changes which have been observed in Marketing are affecting consumer behaviour as much as the strategies of companies. There are indeed numerous issues surrounding the impact of social networking on consumers or on younger generations. It’s becoming crucial for companies to have a better understanding of this phenomenon. The changes generated by social networks are affected not only in terms of new modes of communication but also by the fact that the consumer is now an actor of several business activities. As a result, the contribution of academics is essential to deepen reflections around this vast field of research and to draft the frameworks of these transformations.

This conference aims at bringing together the academic and the business world. It will be held for 2 consecutive days, and it will be a great opportunity for all participants to share experiences, initiate debates and enhance knowledge in this field. Consequently, the main conference topics will focus on consumer behaviour and company strategies. In order to broaden the scope of contributions other topics could be suggested. Papers and debates will focus on the outcomes of web 2.0 regarding consumer behavior, innovation, business models, customer relationship management, virtual worlds (2nd life, MMPOG…) social networks and B to B.

The following list is only indicative; other topics linked with our central theme are welcome and strongly encouraged :

  • Business models and Web 2.0
  • Virtual communities and community behavior
  • New consumer behaviors
  • Social network concepts (cross-disciplinary theme)
  • E-reputation (brand image and assessment tools, negative Word-of-Mouth)…
  • Consequences on E-commerce (brand, reputation, consumers behavior)
  • Web 2.0 and innovation (social network contents as a source of product innovation, positioning and business model changes)
  • Market studies in the web 2.0 era
  • Etc…

Papers may be submitted in French or English.

Programme

Day 1 will be dedicated to research. Papers selected by the scientific committee will be presented. The objective is to raise a stimulating debate about the recent breakthrough in this area within an academic perspective.

Day 2 will focus on the sharing of professional experiences. Major professionals will attend and share their own experience with Web 2.0. Round table debates and exchanges between the academic and professional worlds will take place. The objective is to broaden knowledge and reflection acquired during day one.

Scientific committee

Jean-Paul Aimetti (CNAM)
Christophe Benavent (Université de Paris Ouest Nanterre)
Bernard Cova (Euromed Management)
Eva Delacroix (Université Paris IX Dauphine)
Pierre-Louis Dubois (Université Paris II Assas)
Laurent Flores (Université Paris II Assas)
Denis Guiot (Université Paris Dauphine)
Cédric Ghetty (Ecole de Management Léonard de Vinci)
Agnès Helme-Guizon (IAE Grenoble)
Alain Jolibert (ESA Grenoble)
Brigitte Muller (HEC Lausanne)
Catherine Viot (IAE Bordeaux)

Important deadlines

  • Papers must be sent before : 15th February 2011
  • Paper feedback: 15th April 2011
  • Final paper must be sent: 15th May 2011

Web site and information:

Organizing committee

Conference coordinator :
Cédric Ghetty : cedric.ghetty@devinci.fr
Phone Number : +33 1 41 16 75 23

Members :
Philippe Coffre : philippe.coffre@devinci.fr
Ilaria Dalla Pozza : ilaria.dalla_pozza@devinci.fr
Najoua Elommal-Manita : najoua.elommal_manita@devinci.fr
Thierry Fabiani : thierry.fabiani@devinci.fr
Virginie Ferrouillat : virgnie.ferrouillat@devinci.fr
Nadia Jouini : nadia.jouini@devinci.fr
Marcos Lima : marcos.cerqueira_lima@devinci.fr
Jean-Jacques Machuret : jean-jacques.machuret@devinci.fr
Laila Namaci : laila.namaci@devinci.fr

CEREM
School of Management Léonard de Vinci