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Le Naming : Facilitateur De Management De Grands Projets Industriels ?

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Author Info

  • Christophe Benaroya

    ()
    (M&CN - Marketing & Communication Networks - Toulouse Business School)

  • Christine Fèvre-Pernet

    ()
    (Cérep - Centre d'Etudes et de Recherches sur les Emplois et les Professionnalisations - Université de Reims - Champagne Ardenne)

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    Abstract

    Une très grande variété de travaux académiques porte sur la marque y compris, et plus récemment, dans le domaine business to business. En revanche, probablement considéré comme allant de soi, le processus même d'attribution d'un nom (naming) n'est pas étudié en tant que tel en marketing. En mobilisant les apports de la linguistique principalement et en les combinant aux concepts marketing, cet article à visée exploratoire met en œuvre une approche abductive appliquée aux grands projets industriels. La double démarche adoptée auprès d'experts en marques et noms et d'experts en projets aéronautiques permet de définir plus précisément ici la notion de naming. Est souligné le rôle essentiel du naming pour permettre l'identification, la différenciation et l'authentification d'un projet. Mais, au-delà, les résultats principaux révèlent d'autres fonctions managériales insoupçonnées/ du naming : le nom donne vie au projet (au sens fort du terme) ce qui a pour résultat de mieux fédérer et mobiliser les parties prenantes autour du projet et ainsi d'en faciliter l'organisation et le pilotage.

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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00972031.

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    Date of creation: 28 Mar 2014
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    Publication status: Published - Presented, Langage et performance de l'entreprise, 2014, Toulouse, France
    Handle: RePEc:hal:journl:halshs-00972031

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00972031
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    Related research

    Keywords: Abductif; BtoB; Management; Marketing; Marque; Naming; Projet; Onomastique commerciale ; Onomastique des organisations;

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    1. Jalkala, Anne & Cova, Bernard & Salle, Robert & Salminen, Risto T., 2010. "Changing project business orientations: Towards a new logic of project marketing," European Management Journal, Elsevier, vol. 28(2), pages 124-138, April.
    2. Jorge Niosi & Majlinda Zhegu, 2010. "Multinational Corporations, Value Chains and Knowledge Spillovers in the Global Aircraft Industry," Institutions and Economies (formerly known as International Journal of Institutions and Economies), Faculty of Economics and Administration, University of Malaya, vol. 2(2), pages 109-141, October.
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