Purpose of this paper: This paper aims at studying which marketing opportunities companies back-shoring to France can leverage through Mass Media communication. Design/methodology/approach: 2 analyses are performed: a Media analysis studies the message that is sent to consumers. A survey is then carried out to discover how consumers perceive what is broadcast. Hypotheses are designed based on the former, and guide the design of the survey. The discussion and analyses are made under a marketing approach. Findings: The phenomenon is globally understood, but Media are not always necessarily the most appropriate tool for back-shoring companies to communicate about the three marketing dimensions identified during Media analysis: Made-in-France, Social issues related to Sustainable Development and the Impact of Political Messages. Research limitations/implications: The analyses are restricted to a study of French Mass Media, and of French consumers. Therefore, this study cannot be generalized to other countries. What is original/value of paper: This paper helps complete the limited literature on back-shoring, especially in the area of Marketing. This study intends to benefit back-shoring companies willing to develop their marketing strategy.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-176523 |
| Date | January 2012 |
| Creators | COGNE, Edouard, GUYARD, Arnaud |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0023 seconds