On April 29th, Edhec Business School won the French finals of L’Oréal Brandstorm, over the major French Business Schools partners to L’Oréal. Maurane Vallée, Marie Mazurkiewicz and Jérémy Barouin (Edhec Msc Marketing 2016), coached by their professor of marketing Marie-Cécile Cervellon, will be representing France in the International Finals on June 30th. They will join teams from 57 other countries with one objective: helping La Roche-Posay attract and recruit millennials to the brand.
L’Oréal Brandstorm is a major International Business Competition organized by L’Oréal since 1992. This year, were competing against Edhec: Hec, Essec, Escp, EM Lyon, Audencia, Neoma, Science Po, Dauphine, Centrale Lyon, Agro ParisTech and the Wild card (Skema).
On March 23rd on Lille campus, Quentin Meurisse, Global Market Activation Director at Martell Mumm Perrier-Jouët (Pernod Ricard) and Nicolas Benadon, Asia Regional Manager – Martell Cognac gave a passionate talk on the role of Brand Ambassador in Wine and Spirits. This talk was illustrated in the field by Blandine Cochard, Martell Brand Ambassador in Singapore on April 21st. A cross-cultural comparison of Cognac consumption patterns in Heritage countries and in Asia.
Have a look at Martell Cognac channel and be responsible! Connaisseurs drink with moderation.
On April 8th, EDHEC researchers (Marie-Cécile Cervellon, Marie-Catherine Mars, Virginie de Barnier) presented their paper entitled “Should luxury be described in concrete language?” at the Monaco Symposium on Luxury. The paper tests experimentally how product display and verbal descriptions, such as presenting products using abstract or concrete language, affect online purchases. It explains the psychological mechanisms that are at play when browsing internet for a gift or booking a hotel or a restaurant. In addition to insightful research papers, The Monaco Symposium on Luxury was the stage for business presentations, among others Bentley, L’Oreal luxury division, Jean Patou, Wally Yacht, Air France or Accor.
See the website http://monaco-symposium-on-luxury.com/
Abstract. This research uses the Construal Level Theory framework (Trope & Liberman, 2010) to understand the influence of product description on purchasing luxury vs. accessible products online. In a field experiment, French participants (n = 368) were recruited online, three weeks or three days before Christmas 2014, as they were shopping for a gift. Results show that the nearer the goal (Christmas), the nearer the gift recipient (similar other), and the more distal the product category (luxury), the higher the intention to purchase the product based on detailed product description. In a second experiment, students (n= 353) had to make a choice between two hotels described similarly side-by-side in concrete or abstract language. The chances to choose the concrete description are enhanced the more distal the product category (luxury), the more likely the trip and the more experienced the respondent with booking online luxury hotels. Although luxury brands might enhance brand desirability using allusive or abstract description, our results indicate that detailed and concrete product descriptions might be a stronger factor of sales conversion online.