Author Archives: stefnguyen

“Do as I say, not as I do”: when a brand discourses and work experiences diverge

Posted on 15 February 2023 by stefnguyen

Howard Schultz, former CEO of Starbucks, says that the brand was built primarily with its employees. According to him, having passionate employees is the best way to meet and exceed consumer expectations. Like Starbucks, many companies want to turn their … Continue reading →

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Should you promote your marketing research? Of course you should!

Posted on 6 May 2022 by stefnguyen

During the French Yellow Vests crisis, sociologists, economists, philosophers and many others were invited to enlighten the debates… However managers were remarkably absent. More recently, during the Covid-19 crisis, Emmanuel Macron, faced with this unprecedented health crisis, convened a Scientific … Continue reading →

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« I cracked up… but I’m not proud »: When responsible consumers deviate from their personal norms

Posted on 16 April 2021 by stefnguyen

What if someone cannot resist and cracks up for a jar of Nutella, a juicy steak, a little dress, a trip abroad, or a plastic gadget? The list could be long and it happened to almost everyone. So what? What matters is not the object of “cracking” but that we could not resist even though we promised ourselves to do so, or rather, that we consider, based on our own personal values, this type of behavior as unacceptable. Continue reading →

Posted in Consumption, Divers | Leave a comment