This paper conducts an analysis of the short-term Firm Value Enhancement that companies experience during large-scale advertising campaigns, such as the Super Bowl. The findings suggest that these firms may experience a positive or negative return during the days after a large event, by signaling to investors and consumers the value of their firm through their advertisements. Some of the highlights include an approximately – 5% return for Super Bowl Advertisers on the Monday after the event, and underperformance during the two weeks surrounding the event.

Tianjin s’est avérée un lieu de rencontres et d’échanges entre les Chinois et les étrangers pendant plus de 150 ans. Face au risque d’effondrement du pays, les pionniers chinois au tournant du XXe siècle ont lancé les premières tentatives de modernisation à Tianjin pour devenir autonomes en termes industriels et techniques et rétablir l’image de la Chine dans l’arène internationale. Aujourd’hui, confrontée à la crise de perte d’identité, la municipalité de Tianjin cherche activement à sauvegarder son patrimoine lié au passé et significatif pour le futur. À travers une étude sur l’électrification de Tianjin et sur la conservation de ses vestiges, cette thèse montre qu’il existe un point commun à ces deux actions à deux époques différentes : l’apprentissage de connaissances modernes auprès de l’Occident et leur appropriation en Chine qui donne la force à cet ancien pays pour rajeunir. Nous allons démontrer que l’électrification de Tianjin était un témoin important de l’autonomie acquise allant du contrôle absolu par les étrangers à la gestion réussie par les Chinois. La mondialisation au XIXe et XXe siècles nous offre un axe pour décrypter les actions des compagnies d’électricité étrangères pour pénétrer le marché chinois. Nous étudierons les conflits entre la technicité de l’électrification – extension du réseau – et le démembrement de la ville pendant la domination des entrepreneurs et administrateurs européens. Nous traiterons ensuite de l’intégration progressive et de la gestion systématique du réseau électrique sous le monopole étatique chinois après la fin de l’impérialisme en Chine. / Tianjin has been such a place where Chinese and the foreigners met each other and exchanged frequently for over 150 years. Facing the risk of a dissembling country, the Chinese pioneers led the modernization at the dawn of the 20th century in order to achieve industrial et technical autonomy and to recover China’s image on the international arena. Today, confronted to the crisis of identity lost, the municipality of Tianjin strives to protect its own heritage, inherited from the past and is significant for the future. Based on a study of the history of electrification and of the conservation of the vestiges, this dissertation shows the common point between these two actions in two periods: to learn modern knowledge from the western world and apply it to China. This application gives China the full energy to rejuvenate. We are going to demonstrate that electrification was an important witness of the Chinese regain of autonomy in the technical perspective. They turned from staying under foreigners’ control to succeeding in its effective management. The globalization in the 19th and 20th centuries appears a path to decipher the actions taken by the foreign electric firms to penetrate the Chinese market. We will study the conflicts between the technical requirement of electricity, which is the network extension, and the separation of the electric service in the city under the domination of European administrators and entrepreneurs. We will further the integration of these separate networks and their systematic management under the state monopoly after imperialism ended in China. The urgent task of industrial brownfields conservation and their transformation into hubs for creative activities raise an issue for us to look into the effectiveness of the legal framework of heritage protection, which was introduced one century ago and has been improved all the time. Based on the politics of Tianjin for heritage, we will explore the possibilities and sound ways of enhancing the value of its old electric network.

Product customisation has always been a regular practice as a form of self or group identification. Previous studies have demonstrated that when investing time and effort to customise a product, an emotional attachment to that product develops. Since the 1980s, new technologies in design, manufacturing and communications have facilitated customisation practices for mass manufacturers as well as for individual consumers. For example, computer algorithms can now automate customisation (i.e. individualise), meaning that the investment of time and effort can be significantly lower than in other customisation processes. Such novel automated practices have, however, not considered the effects on emotional attachment to products, which occurs when the consumer personally engages in the process. This research investigates individualisation as a form of customisation by looking at the relationship between an individualised product and the consumers’ attribution of value and emotional attachment to the end result. This was achieved through a mixed methods approach: following a literature review, in-depth interviews, observation and experiments were carried out. Four pilot studies were conducted, involving 42 respondents (designers, company directors, and consumers). The main study engaged a further 44 respondents, profiled as one of two types of consumers depending on their critical engagement with customisation processes, namely Active Consumers (AC) that Passive Consumers (PC). Data was collected through five Action Research cycles and incorporated key features of Design-Based Research. It was then processed, coded and analysed using thematic analysis. This study makes contributions to knowledge in the area of product customisation and individualisation, as well as in the research methods developed, applied and refined over the four pilot iterations and in the main study. Results suggest that despite limiting freedom of choice, individualisation is a valuable approach to product customisation, particularly for PCs willing to relinquish part of the decision making to an automated process, in order to obtain a customised and unique design. ACs, on the other hand, value their freedom to customise their own products and see individualisation as a limitation to the customisation experience and as a hindrance to developing emotional attachment to the product. These findings have the potential to inform entrepreneurs’ and designers’ decisions to better understand and exploit the benefits associated to individualisation processes. Offering specific consumer groups opportunities to engage with the individualisation process can trigger a strong emotional product attachment and potentially generate new business opportunities.

On the Russian market, the Ministry of Energy of the Russian Federation and a number of large companies that are monopolists or oligopolists in various markets and areas of activity within the fuel and energy sector, such as PJSC Gazprom, PJSC NK Rosneft, PJSC NOVATEK, are responsible for the development and operation of this sphere. The activities of these companies are focused on production, transportation and export deliveries, as well as the technological development of fuel and energy resources and methods of their application. However, the development of the fuel and energy complex is impossible without state support, namely, without the participation of the Council of the Federation of the Russian Federation, the President of the Russian Federation and the Ministry of Energy of the Russian Federation. State support contributes to the receipt of subsidies, financial loans and incentives to companies in the fuel and energy complex for the effective and active development of innovative technologies and improving the standard of living of society in various constituent entities of the Russian Federation. The most effective way to develop the fuel and energy complex and apply technologies in the country for its development and increase the level of well-being are state programs. The state program is an instrument of state regulation that ensures the achievement of long-term goals and objectives by using available resources and identifies companies whose participation will contribute to the favorable implementation of the program. In addition to the fact that the process of developing a state program is laborious, it should be noted that the implementation process is complex. It is necessary to develop an effective strategy for the development and implementation of government programs, focusing on the production capabilities of participating companies, given the relevance and need for the development and implementation of government programs for society. Mandatory factors should be consumer needs and desires, which should be guided and satisfied through the implementation of state programs. For their full satisfaction, it is necessary to systematize and organize the effective and appropriate performance of all functional participants in state programs, as well as provide the necessary resources for their favorable implementation. The best way to achieve the above aspects is to use a marketing and project approach in the management and implementation of government programs, the use of tools that help to take into account all the necessary parameters, an in-depth analysis of the market, a thorough analysis of consumers and their needs, development of an implementation strategy, determination of a development vector, and most importantly, developing an effective government program. / На российском рынке за развитие и функционирование данной сферы отвечает Министерство энергетики Российской Федерации и ряд крупных компаний являющихся монополистами или олигополистами на различных рынках и направлениях деятельности в рамках ТЭК, такие как ПАО «Газпром», ПАО «НК «Роснефть», ПАО «НОВАТЭК», ПАО «Россетти», ПАО «Лукойл» и другие. Деятельность данных компаний ориентирована на добычу, транспортировку и экспортные поставки, а также технологическое развитие топливно-энергетических ресурсов и способов их применения. Однако, развитие ТЭК невозможно без государственной поддержки, а именно без участия Совета федерации РФ, Президента РФ и Министерства энергетики РФ. Государственная поддержка способствует получению субсидий, финансовых займов и льгот компаниям топливно-энергетического комплекса для эффективного и активного развития инновационных технологий и повышения уровня жизни общества в разных субъектах Российской Федерации. Наиболее действенным способом развития топливно-энергетического комплекса и применения технологий в стране для ее развития и повышения уровня благосостояния, являются государственные программы. Государственная программа — это инструмент государственного регулирования, обеспечивающий достижение перспективных целей и задач путем использования имеющихся ресурсов и определяющий компании, участие которых будет способствовать благоприятной реализации программы. Помимо того, что процесс разработки государственной программы трудоемкий, необходимо отметить, что и процесс реализации сложный. Необходимо разработать эффективную стратегию по разработке и реализации государственных программ, ориентируясь на производственные возможности компаний-участников, учитывая актуальность и необходимость разработки и реализации государственных программ для общества. Обязательными факторами должны являться потребительские потребности и желания, на которые следует ориентироваться и удовлетворять их посредством реализации государственных программ. Для их полноценного удовлетворения необходимо систематизировать и организовать эффективную и целесообразную работоспособность всех функциональных участников государственных программ, а также обеспечивать необходимыми ресурсами для их благоприятной реализации. Наилучшим способом для достижения вышеупомянутых аспектов будет применение маркетингового и проектного подхода в управлении и реализации государственных программ, применение инструментов которых способствуют учету всех необходимых параметров, глубокому анализу рынка, тщательному анализу потребителей и их потребностей, разработке стратегии реализации, определения вектора развития и самое главное, разработке эффективной государственной программы.