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Nowadays, most industries are facing new challenges that are due to the high level of competition resulting from new technologies and globalization. Firms have to develop new business models, new patents or new marketing strategies to survive and keep a strong position on the market. Moreover, creating a competitive advantage demands very specific resources and capabilities, in order to enable a firm to differentiate itself from its competitors and thus sustain a robust position in the market. How can it be explained that more than 60% of Coca-Cola’s capitalisation value is attributable to the worth of the company brand? 
This research aimed to understand if selling a corporation as a brand could be considered as a specific resource that would allow companies to create customers’ preference, long-term revenues as well as employees’ retention. After reviewing if a corporate brand could be considered as a valuable resource for companies, the research focused on elements that contribute to the successful management of a corporate brand in retail. Through a qualitative research, two retail companies were studied in order to determine which different elements contribute to make the brand of a firm specific. The two companies analysed were chosen in the “Best Retail Brand” published by Interbrand so as to study retail companies that have developed a coherent strategy over time. The results and findings of this research prove that the management of a corporate brand has to include different stakeholders as well as many different departments. Thanks to the existing literature and the key findings, a framework which helps to identify key elements as well as to measure the brand in retail was developed.

Corporate Brand Management, Strategy, Retail, Brand. --- Sciences économiques & de gestion > Marketing

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This paper analyzes results of a survey on debt management strategies conducted by the Banking and Debt Management Department of the World Bank. The analysis focuses on (1) whether a public debt management strategy exists in a given country, (2) whether it is made public, and (3) in which form it is imparted. The paper analyzes the distribution of the latter characteristics over different regions, income groups, and levels of indebtedness using graphical analysis. Using regression analysis, it investigates the extent to which basic economic factors can explain the characteristics of public debt management strategies across countries.

Debt Management Department --- Debt Management Strategies --- Debt management strategy --- Debt managers --- Debt Markets --- Debt obligations --- Debt portfolio --- Debt servicing --- Economic Theory and Research --- External Debt --- Finance and Financial Sector Development --- Government debt --- International Economics & Trade --- Macroeconomics and Economic Growth --- Public Debt --- Public Debt Management --- Public Sector Economics and Finance --- Strategic Debt Management

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Le but de ce mémoire-projet est d'aider l'entreprise United Experts et sa marque Profex à développer un plan marketing pour le bureau de Louvain-la-Neuve qui s'occupe du marché Wallon. United Experts est un bureau d'études et, à travers sa marque Profex, réalise des études de sols, s'occupe de la « gestion d'acquisition » ou encore délivre des permis d'environnement pour des entreprises du secteur industriel et pour les particuliers.

Le mémoire-projet est scindé en deux parties distinctes : le contenu marketing et les outils de communication. Le contenu marketing englobe tous les éléments directement reliés au marketing (means-end chain ou la service-profit chain, par exemple) qui peuvent améliorer le marketing de Profex à un niveau stratégique. Les outils de communication concernent plutôt les éléments pouvant être améliorés dans la communication digitale et classique à un niveau opérationnel. Pour chaque partie, on retrouve une sous-partie consacrée à la méthodologie et une autre sous-partie axée sur les résultats.

Plusieurs moyens ont été utilisés pour établir et justifier cette méthodologie. Des interviews ont été menées, la littérature scientifique a été analysée. J'ai également participé à des conférences et à des événements pour d'abord comprendre et amener des solutions ensuite.

Plusieurs conclusions (sur le contenu marketing et sur la communication) ont été tirées afin d'apporter une valeur ajoutée au plan marketing initial. Certaines mesures peuvent être prises de suite (la valeur attendue par le client, le budget marketing ou encore la fidélité du client). Certaines mesures, au contraire, doivent être appliquées dans un second temps si cela s'avère nécessaire (utiliser un blog, refaire une segmentation, ciblage et positionnement et appliquer certains éléments d'analyses du marché wallon au marché flamand).

Blog, client loyalty, communication tools, content marketing, customer perceived value, email, environment permit, five-step buying process, marketing plan, means-end chain, need recognition, newsletter, POE media, pull strategy, push strategy, service-profit chain, social medias, soil management, strategy, website --- Sciences économiques & de gestion > Marketing

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As the cost of storing, sharing, and analyzing data has decreased, economic activity has become increasingly digital. But while the effects of digital technology and improved digital communication have been explored in a variety of contexts, the impact on economic activity-from consumer and entrepreneurial behavior to the ways in which governments determine policy-is less well understood. Economic Analysis of the Digital Economy explores the economic impact of digitization, with each chapter identifying a promising new area of research. The Internet is one of the key drivers of growth in digital communication, and the first set of chapters discusses basic supply-and-demand factors related to access. Later chapters discuss new opportunities and challenges created by digital technology and describe some of the most pressing policy issues. As digital technologies continue to gain in momentum and importance, it has become clear that digitization has features that do not fit well into traditional economic models. This suggests a need for a better understanding of the impact of digital technology on economic activity, and Economic Analysis of the Digital Economy brings together leading scholars to explore this emerging area of research.

Economic policy and planning (general) --- Computer architecture. Operating systems --- Mass communications --- Internet --- Médias numériques --- Aspect économique --- Politique publique --- Digital media --- DARPA Internet --- Internet (Computer network) --- Wide area networks (Computer networks) --- World Wide Web --- Electronic media --- New media (Digital media) --- Mass media --- Digital communications --- Online journalism --- Economic aspects. --- Government policy. --- Digital media -- Economic aspects. --- Digital media -- Government policy. --- Internet -- Economic aspects. --- Social Sciences --- Library & Information Science --- Economic aspects --- Government policy --- Aspect économique. --- Politique publique. --- E-books --- economics, economy, analysis, marketing, management, strategy, digital age, data, technology, communication, activity, government, governing, public policies, entrepreneur, consumerism, digitization, supply and demand, access, online, modularity, prediction, google, search engines, housing prices, ideology, platforms, advertising, currency, labor market, copyright, authorship, security.

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This book is a printed version of the papers published in the Special Issue “DC & Hybrid Microgrids” of Applied Sciences. This Special Issue, co-organized by the University of Pisa, Italy and Østfold University College in Norway, has collected nine papers and the editorial, from 28 submitted, with authors from Asia, North America and Europe. The published articles provide an overview of the most recent research advances in direct current (DC) and hybrid microgrids, exploiting the opportunities offered by the use of renewable energy sources, battery energy storage systems, power converters, innovative control and energy management strategies.

Technology: general issues --- energy management strategy (EMS) --- distributed generator (DG) --- state of charge (SoC) --- circuit breaker (CB) --- standard test condition (STC) --- photovoltaic (PV) --- solar --- microgrid --- droop control --- patrol base --- islanded DC microgrid --- battery-only operation --- constant power load --- CPL --- floating DC bus --- stability criterion --- power management --- AC/DC distribution network --- distributed generator --- planning --- timing characteristics --- genetic-ant colony hybrid algorithm --- forest microgrid --- biomass energy --- operation mode-based sectional coordinated control --- hybrid energy storage --- predictive control --- inertia improvement --- unbalanced electric bridge --- DC insulation monitoring --- ground capacitance --- three-point climbing algorithm --- islanding detection --- DC grid --- active islanding detection method --- injected signal cancellation --- multi-distributed generations --- perturbation signal --- photovoltaic system --- direct current (DC) microgrid --- stability --- constant power loads --- large transmission line inductive --- simplified circuit model --- virtual negative inductance --- micro-grid --- hybrid micro-grid --- smart grid --- battery energy storage --- renewable energy sources (RES) --- hybrid vehicles (HEV) --- full-electric vehicles (EV) --- Bidirectional converters --- direct current (DC) grid --- hybrid microgrid --- bidirectional converters