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Billionaire Donald Trump won the presidential elections in late 2016 and took office in early 2017. The President had promised during his campaign that he would follow a much more radical and effective policy of influence than his predecessors. A year and a half after his investiture, it was interesting to see if the reality matched the promises and if we could see changes in the strategy of influence of the United States vis-à-vis Europe. It was also important to know whether this possible differentiated approach had an impact on Walloon exports. This influence study focused on hard, soft and smart power.
This work has demonstrated, by the theory and the example of situations, as well as by interviews of industrial exporters and experts in export and strategy, that the United States have an enormous power of coercive influence on the world thanks to their territorial and economic, especially thanks to the abundance of raw materials, military and technological power but also benefit from a great capacity of influence by seduction thanks to their ability to disperse their culture and their political ideas.
The study also showed that Barrack Obama, Donald Trump's predecessor, has not been behindhand in the use of coercive influence, despite his concern to develop a smooth approach, developing partnerships, negotiating a free trade agreement with Europe and composing with NATO, among others.
Donald Trump, for his part, has more developed the coercive aspect by denouncing various treaties, promoting military spending and introducing import taxes on steel and aluminium, while systematically opening up these measures to negotiation. As these actions have been taken gradually, it is still too early to determine the real impact on Europe and on Walloon exports. The European Union, being the largest exporter of steel to the United States, nevertheless runs a certain risk of seeing its sales decline. Wallonia, meanwhile, is directly virtually unaffected because its sales of steel in the United States are very weak.
In the opinion of the experts, the measures of influence currently being taken against Europe and Wallonia are only the prelude to further negotiations aimed at first favouring the United States with a view to “making America great again”.

Influence --- Etats-Unis --- Trump --- Obama --- UE --- Hard Power --- Soft power --- Smart Power --- Sciences économiques & de gestion > Marketing

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Ce travail vise à exposer des théories scientifiques sur l'image de l'ennemi et sa formation. Il vise également à constater la formation de l'image de l'ennemi par la communication du Kremlin, du ministère des Affaires étrangères et du ministère de la Défense de la Fédération de Russie et de constater d'éventuels manques dans les théories exposées.

Russie, USA, image de l'ennemi --- Droit, criminologie & sciences politiques > Sciences politiques, administration publique & relations internationales

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Reputation has always been a top priority in managers’ mind across all industries. And the financial sector is no exception. In the lights of recent events, banks have seen their reputation plummet down. 
With the internet and the slow crawl towards a more digitalization in our lives, it seems that fewer banks are willing to meet face to face with their banker. Banks in Belgium are known for being pioneers in online banking. The generation Y, which makes 25% of Belgium population, has also taken a keen interest in doing its financial business online instead of going to branches. 
Banks can definitely work on their corporate reputation online, by creating a feeling of trust and involvement for Millennials. This research studies the several manners that Belgian banks can use and work on in order to reconcile with Millennials and retain their attention. While several solutions were discussed, our conclusion can be summarized as such. For banks to improve their reputation and fortify their presence online, they will need to engage and appeal more to Millennials. This means that banks will need to control the type of content they share on social media, stop sharing highlights of their projects but try instead to work on pulling Millennials towards them, co-produce with them and finally make them feel involved and not just a marketing target.

reputation --- corporate reputation --- belgian banks --- millennials --- social media --- reputation of banks --- Millennials behavior --- Sciences économiques & de gestion > Marketing