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Le naming: facilitateur de management de grands projets industriels ?

Christophe Benaroya () and Christine Fèvre-Pernet ()
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Christophe Benaroya: M&CN - Marketing & Communication Networks - Toulouse Business School
Christine Fèvre-Pernet: CEREP - Centre d'Etude et de Recherche sur les Emplois et la Professionnalisation - EA 4692 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne

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Abstract: A tremendous amount of academic studies focus on branding issues, including most recently in the business to business field. However, possibly considered as 'going without saying' the process of giving a name (naming) is not investigated in marketing. Mainly based on linguistics contributions, combined with marketing concepts, this exploratory manuscript deploys an abductive method applied to large and complex industrial projects. A twofold approach towards brands and names experts on the one hand and towards aeronautical projects experts on the other hand, enables to refine here the naming concept. The crucial role of naming in terms of identification, differentiation and authentication of a project is highlighted. Above all, the main findings unveil other unsuspected managerial functions. Beyond giving birth to the project among the stakeholders, naming enables to federate and mobilise them to the project, hence easing its organization and management.

Keywords: Abductive; Brand; Project; Commercial onomastic; Corporate onomastic; Abductif; BtoB; Management; Marketing; Marque; Naming; Projet; Onomastique commerciale; Onomastique des organisations (search for similar items in EconPapers)
Date: 2014-03-26
New Economics Papers: this item is included in nep-ger and nep-mkt
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Published in Langage et performance de l'entreprise, Mar 2014, Toulouse, France. pp.30

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