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Construction et mise en scène d'un lignage dans le luxe: le cas des chefs dans la haute-cuisine

Author

Listed:
  • Delphine Dion

    (GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School)

  • Elodie de Boissieu

Abstract

Cette recherche analyse les pratiques marketing utilisées pour pérenniser la légitimité charismatique d'une marque de luxe. A partir d'entretiens avec divers acteurs du champ de la haute-cuisine et de l'analyse de sites Internet de restaurants gastronomiques, nous avons identifié plusieurs actions pour (1) créer un lignage entre les chefs, processus permettant d'inscrire le nouveau chef dans la lignée de l'autorité charismatique d'un chef fondateur et (2) mettre en scène ce lignage à travers l'offre et la scénographie des lieux. A partir de ces résultats et en transposant la théorie des deux corps du roi de Kantorowicz, nous étudions le concept des deux corps de la marque. Nous proposons un ensemble de recommandations pour construire les deux corps de la marque et agencer ces deux éléments via un lignage.

Suggested Citation

  • Delphine Dion & Elodie de Boissieu, 2013. "Construction et mise en scène d'un lignage dans le luxe: le cas des chefs dans la haute-cuisine," Post-Print halshs-01892356, HAL.
    • Handle: RePEc:hal:journl:halshs-01892356
    DOI: 10.7193/DM.070.25.42
    as

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