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Les locations de logements via la plateforme Airbnb sont de plus en plus fréquent en Belgique, en particulier des "logements entiers". Nous nous interrogeons sur la rentabilité que peut obtenir le propriétaire en utilisant ce type de location, de même sur les facteurs qui peuvent influencer le taux d'occupation, la façon dont les revenus sont imposés, etc. Nous établissons une étude comparative à la location classique de logements qui se rapproche de celle via Airbnb. Rental accommodation via the Airbnb platform is becoming more common in Belgium, especially "whole dwelling". We wonder about the profitability that the owner can obtain by using this type of rental, also about the factors that can influence the occupancy rate, the way income is taxed, and so on. We establish a comparative study to the conventional rental.

Airbnb --- profitability --- factors --- rules --- taxation --- property --- rent --- Airbnb --- rentabilité --- facteurs --- règles --- imposition --- propriété --- location --- Sciences économiques & de gestion > Comptabilité & audit

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With the development of the Internet, the growth of social media and the rapid spread of mobile devices, the marketing communication landscape has changed profoundly and has become digitized. Since then, companies have enlarged their playground by taking into account what is now called "digital" marketing communication. 
As companies have entered and now operate in this new online environment, it is of crucial importance to assess the impact of new media on their business activities. In this context, the focus of the study was on the management of online channels by small-and-medium-sized enterprises (SMEs). This exploratory research aims at better understanding why SMEs use digital marketing communication and how they manage it on a daily basis. This work starts with a review of the current literature. Recent research has contributed substantially to the adoption of digital channels by SMEs. Nevertheless, additional studies are required to examine what happens after the adoption phase within SMEs. To achieve this objective, twelve interviews were conducted among restaurants and retail stores in Wallonia. More specifically, their usage and management of online channels for their marketing communication was analysed. 
The main findings of this study have revealed that the majority of SMEs do not manage effectively their DMC. In fact, due to a lack of time and knowledge, SMEs do not entirely exploit the potential of those digital channels. Moreover, it was also discovered that SMEs do not fully take advantage of the statistic tools provided by online platforms. Finally, it was discovered that none of the SMEs surveyed had established any digital marketing communication strategy.

Digital marketing communication (DMC), social media, online/digital channels, management statistical tools, small-and-medium-sized enterprises (SMEs) --- Sciences économiques & de gestion > Marketing

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La mise en œuvre des concepts du Lean Startup appliqués à un cas pratique : le marché des pièces détachées des stations d’épuration de la marque Eloy Water sur le marché français et belge (la Wallonie en particulier). Ce travail développe un cadre permettant la mise en place d’une approche scientifique, dans le but de mettre les éléments nécessaires à une prise de décision managériale. Les enquêtes ont été menées auprès d’un échantillon de 17 utilisateurs français et 15 utilisateurs belges. Le résultat de cette première approche a permis de comprendre la réalité de terrain. C’est le premier pivot que le projet a dû entreprendre. La deuxième ainsi que la troisième vague d’enquêtes, ont été menées auprès de professionnels du secteur de l’épuration permettant d’avoir une vision périphérique de l’environnement dans lequel l’analyse s’inscrit. L’ensemble des enquêtes a permis de dépeindre un résultat hypothétique en fonction de trois axes analysés ; l’utilisateur final, l’opérateur certifié Eloy Water ainsi que le prestaire d’entretien de station d’épuration. Le projet se termine par une présentation d’une hypothèse principale ; travailler sur le manque de visibilité du service de vente de pièces détachées. Cette hypothèse se décline pour ces trois acteurs en différents plans d’actions qui sont proposés comme piste de réflexion pour la direction d’Eloy Water.

pièces détachées, STEP, épuration --- Sciences économiques & de gestion > Domaines particuliers de l'économie (santé, travail, transport...)

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The African telecommunications sector has experienced a very fast growth and transformation over 
the past twenty years. The mobile phone penetration has boosted the market and people have started 
to leave traditional landlines in the lurch, reaching 46% of the population (GSMA, 2023) with a mobile 
subscription today in Sub-Saharan Africa, representing 8% of the global Gross domestic product 
(GSMA, 2023). The sector has been driven by both local and international investments in network 
infrastructures, expanding internet connectivity and mobile money services. However, some regions 
are still facing challenges such as limited rural coverage, regulatory restrictions and affordability 
issues. Still, the telecommunications sector in Africa remains a great opportunity for additional 
expansion. 
A growing market tends to be victim of frauds for two main reasons: the first is the lack of regulations 
in proportion with the natural growth of the market itself; the second one is the constant growing 
number of usersthat creates attractive opportunities for fraudsters. African operators constantly have 
to deal with fraudsters trying to steal their money thanks to a multitude of means, one of them being 
the bypass fraud. This fraud has a significant impact on the networks with 11% of the total fraud in 
the telecommunications sector in 2019 (CFCA, 2021). Two years later, it even became the fourth most 
important fraud with 3.11 billion of dollars which is around 2.90 billion in euros1
) in the entire year of 
2021 (CFCA, 2021). Solutions were provided to fight this fraud and create business opportunities for 
companies, therefore becoming a niche market. Nowadays, Calltic is amongst the many worldwide 
options providers.
This paper aims to analyze the online customer journey in such a niche market, taking a deep look at 
the online challenges and technical difficulties faced by such providers and the cultural differences 
with the African operators in a fast-growing digital world. The recommendations proposed are based 
on successful traditional and more recent digital marketing strategies, taking into account Calltic’s 
current online visibility challenges in this international niche market.
A detailed and strategic analysis of the company Calltic, the case study chosen for this paper, brought 
to light the key tools to create an online strategy. A first exploration of the current situation abled the 
need to analyze the internal parts of the company such as the strengths and weakness, and then the 
external parts, such as opportunities and threats (SWOT analysis). Moreover, an analysis of the STP 
and 4Ps strategies were made to understand the segmentation, targeting and positioning of the 
company. 
Then, the creation of different personas, based on specific African customers, enables Calltic to have 
a better understand of their own customers and potential ones. Moreover, a complete analysis of the 
customer journey conducted to precious information to understand the missing points that could 
bring the company to a more successful online experience.

Bypass --- Online Marketing --- Customer Journey --- Niche Market --- Africa --- B2B --- international market --- Calltic --- Bypass fraud --- Online Customer Journey --- Sciences économiques & de gestion > Gestion de l'entreprise & théorie des organisations

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This thesis is a resulting work of a seven-month internship period at Epic Agency in Liege, Belgium under the Project Thesis framework of HEC Management School – University of Liège. This thesis is a compulsory part of the master’s degree in Management Sciences. During the internship, the thesis topic was assigned by Sir Benoit Rondeux, Epic’s managing partner and then necessary qualitative data was gathered via in-depth interviews to complete this thesis.
This thesis’s topic is to explore the market opportunities of Auxilium, a time-tracking, invoicing and reporting software, which was created by Epic agency for its internal usage since 2014. Perceiving Auxilium’s efficient performance, managers at Epic have wondered themselves a question “What are the market opportunities of Auxilium?”. This student was then assigned to the student as the thesis topic, which was then deduced into three main research questions: (1) Which market opportunities exist for Auxilium? (2) What are the most attractive market opportunities for Auxilium? (3) What market opportunities should Auxilium focus on? The Market Opportunity Navigator tool designed by Marc Gruber and Sharon Tai is used as a framework to meticulously answer these three questions. The first question’s answer is a set of two most interesting market opportunity set for Auxilium, which are “A PSA solution for freelancer/1-person company offering professional service” opportunity and “A PSA solution for micro- & small-sized PSOs”. The second question’s answer is an Attractiveness Map portraying the attractiveness level of Auxilium’s market opportunity in two dimensions – Value Creation Potential and Value Capturing Challenge. While the first opportunity is located in the Quick Win quarter, inferring low turn at low risk, the second opportunity is located between Quick Win and Questionable quarter with higher return at higher risk. The third question’s answer is an optimal focus strategy that helps Auxilium wisely navigate in the landscape of market opportunity with the most efficient allocation and leverage of Auxilium’s resource and capacities. The student believes that these results are structured and practical enough for Epic’s managers to use as an objective reference for their decision-making process on whether they should start a business venture with Auxilium.

Invoicing, Time-tracking, Reporting, Market opportunity, Professional service automation solution, Professional service organization, Market opportunity set, Attractiveness map, Freelancers --- Sciences économiques & de gestion > Marketing