Regional cultures as a marketing resource

Le sentiment régional comme levier d'action marketing

Delphine Dion (), Eric Rémy () and Lionel Sitz ()
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Delphine Dion: UP1 IAES - Université Paris 1 Panthéon-Sorbonne - Institut d'administration économique et sociale - UP1 - Université Paris 1 Panthéon-Sorbonne, GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School
Eric Rémy: IAE Rouen - Institut d'Administration des Entreprises (IAE) - Rouen, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Lionel Sitz: EM - EMLyon Business School

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Abstract: The outbreak of regional belonging feelings questions the ways regional cultures can be used in marketing. The collection and analysis of 29 introspections and 280 commented pictures allowed to us to better understand the nature of regional feelings and to identify several strategic and operational marketing actions. The article ends by a discussion on the limits of those actions in regards to targeting, folkorisation and authenticity.

Date: 2010-04-01
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2010, 58 (2), 15-26 p. ⟨10.3917/dm.058.0015⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312458

DOI: 10.3917/dm.058.0015

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