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Le Naming : Facilitateur De Management De Grands Projets Industriels ?

  • Christophe Benaroya


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

  • Christine Fèvre-Pernet


    (CEREP - Centre d'Etude et de Recherche sur les Emplois et la Professionnalisation - URCA - Université de Reims Champagne-Ardenne)

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    A tremendous amount of academic studies focus on branding issues, including most recently in the business to business field. However, possibly considered as 'going without saying' the process of giving a name (naming) is not investigated in marketing. Mainly based on linguistics contributions, combined with marketing concepts, this exploratory manuscript deploys an abductive method applied to large and complex industrial projects. A twofold approach towards brands and names experts on the one hand and towards aeronautical projects experts on the other hand, enables to refine here the naming concept. The crucial role of naming in terms of identification, differentiation and authentication of a project is highlighted. Above all, the main findings unveil other unsuspected managerial functions. Beyond giving birth to the project among the stakeholders, naming enables to federate and mobilise them to the project, hence easing its organization and management.

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

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    Date of creation: 26 Mar 2014
    Date of revision:
    Publication status: Published in Langage et performance de l'entreprise, Mar 2014, Toulouse, France. pp.30, 2014
    Handle: RePEc:hal:journl:halshs-00972031
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    1. 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.
    2. 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.
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