CALL JRMH11_E_2016 - Journée Internationale du Marketing

11th JOURNEE DE RECHERCHE EN MARKETING HORLOGER
(11th Research symposium in watchmaking marketing)
www.marketinghorloger.ch
CALL FOR PAPERS
The Association des Journées Internationales du Marketing Horloger and
the Haute Ecole de Gestion Arc (Neuchatel School of Management)
organise the 11th Research seminar in watchmaking marketing with the theme of:
“Vision of the future”
on the occasion of the 20th Journées Internationales du Marketing Horloger
« Wednesday November 30, 2016, Haute Ecole de Gestion Arc,
Espace de l’Europe 21, 2000 NEUCHÂTEL (Switzerland)
The positioning of the seminar
In collaboration with the AFM (Association française du marketing) and
Swissmarketing (Club marketing suisse), the Association des Journées
Internationales du Marketing Horloger (JIMH) and the Haute Ecole de Gestion Arc
organise the 11th Seminar of applied research dedicated to watchmaking marketing
within the framework of the 20th Journées Internationales du Marketing Horloger.
This symposium, which will take place in the Campus Arc 1 of the Haute Ecole de
Gestion Arc, Auditorium H030, serves a dual purpose:
-­‐ discuss the latest academic works on the future perspective of the
watchmaking industry, from the angle of tomorrow’s client, his product
expectation and the way the brands will touch and seduce him;
-­‐ specifically value the work of researchers and professionals implementing
original approaches of prospective, the consumer behavior of the future,
development of new products and means of communication.
-­‐ This symposium is open to teachers-researchers, students and practitioners.
Original contributions, methodological or practical point of views, will be
appreciated by the Jury, especially if they lead to managerial applications.
Research Themes
"Visions of the future" is a theme willingly wide: avenues of research in the field of
foresight are vast indeed, seen from the angle of the evolution of the technologies,
of the purchasing behavior of customers, the development of new products and
ways to communicate with the client of the future. Here are a few avenues of
research to stimulate the reflection of researchers:
• How will one read the time tomorrow?
• Swiss watchmaking in 2026: what place in the market for the current brands?
• Are there still opportunities for new brands?
• Who will be the customers of tomorrow? What profile will they have, what
expectations, what activities, etc.?
• What are the new countries/territories to conquer?
• What will be the trends in terms of materials, construction, forms, colors, etc?
• How will the distribution evolve (mono-marques vs multi-brand shops)?
• How to sell online a watch valued at more than 10'000 Swiss francs?
• How to initiate children to watchmaking?
• How to convert the generation Y who reads the time on phones, computers and
tablets?
• Will the smartphone kill the mechanical watch?
• Benchmarking with other personal accessory sectors: jewelry, leather goods,
perfume, etc.
• Will the structure of the production be even more "vertical"?
These tracks are not exhaustive, and methodologies can be varied. The
Scientific Committee encourages multidisciplinary approaches and expects
works coming not only from marketers, but also from anthropologists,
sociologists, futurologists, etc.
Publication
The selected works will be published in a book form in a marketing horloger
collection, with seven existing titles, edited by Loisirs et Pédagogie (LEP editions).
The selected works will remain property of the Association des Journées du
Marketing Horloger, but can be reused by their authors with indication of the
source « 11th Journée de Recherche en Marketing Horloger ».
Scientific committee
Dr Ni col as Ba be y ‒ Professor of urban and territorial marketing, Haute Ecole de
Gestion Arc, Neuchâtel
Dr Fran çoi s Co urv oisi er ‒ Professor, Dean of the Institut du marketing horloger, Haute
Ecole de Gestion Arc, Neuchâtel (coordinator of the Scientific Committee)
Dr Oli vie r C re voi sier ‒ Professor of territorial economy ‒ Université de Neuchâtel,
Neuchâtel
Dr Mar c Fil ser ‒ Professor of marketing, Université de Bourgogne, Dijon
Dr Ma x Mo nti ‒ R&D manager, Haute Ecole Arc ingénierie, Neuchâtel
Mr F ran çoi s En gis ch ‒ Director, Horlogerie-Bijouterie Robert, Neuchâtel
Mr Joël Gran djea n ‒ independent watchmaking journalist, Geneva, and Watchonista
collaborator
Mr Kal us t Z orik ‒ Director of Inter Tech, President and founder of JIMH, Neuchâtel
Organising committee
Dr Fr an çoi s C our voi sier ‒ Professor, Haute école de gestion Arc, Neuchâtel.
Mr s Maria Ba shu t kina ‒ Master of economy and management, scientific assistant,
Haute école de gestion Arc, Neuchâtel
Mr s Lore dan a Val cu ‒ Bachelor in IT and management, assistant of communication,
Haute école de gestion Arc, Neuchâtel
Scientific evaluation procedure
1. Submission
Each communication submitted to the Scientific Committee will be evaluated by
at least two anonymous readers. The procedure will be as follows:
-
Submission of an abstract, three pages maximum, including
references, in French or English, according to the usual office
standards (Word format), until June 27, 2016, by e-mail to:
[email protected]
-
Response to the selected authors until August 26, 2016
-
Reception of the completed papers until November 14, 2016 at the
e-mail [email protected], in Word only (.doc, Office
2003; or docx, Office 2007-2010)
2. Evaluation criteria
The abstracts will be assessed according to the following criteria:
-
Relevance to the theme of the seminar
-
Added value brought by the author(s)
-
Appropriate methodology
-
Managerial applicability of the research
-
Key academic references
3. Final participation
Authors of the selected papers will be invited to present their papers in
French or in English on November 30, 2016, in twenty minutes, followed by
10 minutes of discussion.
Written in French or in English communications must meet the following
standards of presentation.
Presentation standards
-
The length of the final paper will consist of 10 to 20 pages, annexes and
bibliography included
-
The font used will be Times New Roman 12 pt, in Word (.doc, Office
2003; or docx, Office 2007-2010)
-
Graphics and other visuals are welcome. They must be of a good
graphic quality and royalty-free for a future reproduction
-
The authors will indicate on a separate cover page their name, their
function and the title of the article.
For more information:
Prof. Dr. François H. Courvoisier, Dean of the IMH, Haute Ecole de gestion
Arc, Espace de l’Europe 21, CH-2000 Neuchâtel (Switzerland).
Tel. + 41 32 930 20 40, e-mail: [email protected]
Web: www.imh-arc.ch ; www.marketinghorloger.ch
Recognition
During the 20th JIMH of December 1, 2016, the Scientific Committee will attribute
the JIMH award, offered by a famous watch brand, to the best communication
presented on the November 30, 2016 during the 11th JRMH.
JRMH is certified by AFM, therefore the best communication of the 11th JRMH will
have priviledged access to the AFM 2017 Convention.
The organizers of JRMH encourage the authors to submit their research papers
to AFM s official revues RAM and DM.