Construction et mise en scène d'un lignage dans le luxe: le cas des chefs dans la haute-cuisine

Dion, Delphine; Boissieu, Elodie de

doi:10.7193/dm.070.25.42

Cited by 21 publications

(5 citation statements)

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“…Using Kantorowicz’s (1957) theory of the king’s two bodies, which we introduce into the marketing literature (for contributions in the French marketing literature, see Heilbrunn [2006] and Dion and De Boissieu [2013]), we highlight two components—the person and the brand—that are inextricably united within the person-brand. By expressly theorizing two inseparable and interdependent components of person-brands, we allow for deeper reflection on their fundamental nature and consideration of the shifting relationships between the two bodies that current research and practice lacks.…”

mentioning

confidence: 99%

Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand

Fournier¹,

Eckhardt²

2019

Journal of Marketing Research

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This article provides insight into the management of brands that are also people by unpacking the interdependencies that exist between people and brands and focusing on the qualities that make person-brands human rather than on the qualities that make them brands. Using the extended case method to examine 20 years of public data about the Martha Stewart brand, the authors highlight the interdependent relationship between the person and the brand—in particular, consistency and balance—and identify four aspects of the person that can upset these interdependencies: mortality, hubris, unpredictability, and social embeddedness. Mortality and hubris can cause imbalance, but with the right skills and structures, these factors can be proactively managed. Inconsistency in the meanings of the person versus the brand can derive from the person’s unpredictability and social embeddedness and compromise brand value, but it may also enhance brand value by adding needed intimacy and authenticity. This two-bodied conceptualization suggests renewed management principles and contributes to branding theory through identification of the doppelgänger within, new brand strength facets, and emphasis on risk versus returns.

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mentioning

confidence: 99%

Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand

Fournier¹,

Eckhardt²

2019

Journal of Marketing Research

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“…Svejenova et al, 2007Svejenova et al, , 2010. Some works around artistic legitimacy (Rehn, 2012) and lineage from a 'master chef' (Dion & De Boissieu, 2013) bridge micro-macro issues by exploring how culinary excellence is consolidated. Moreover, practice perspectives (e.g.…”

Section: Haute Cuisine and Collaborating Around Aestheticsmentioning

confidence: 99%

“…Slavich et al, 2019;Svejenova et al, 2007Svejenova et al, , 2010. Creativity perspectives highlight mastery or artistry (Dion & De Boissieu, 2013;Rehn, 2012) but occlude the elusive nature of taste and the struggle between actors whose embodied experiences of gastronomy do not match. In such situations, embodied aesthetic experience, status hierarchies and broader cultural flavour traditions are concentrated into relational moments where actors must figure out what a plate should taste like.…”

Section: Contribution To Organizational Studies Of Haute Cuisine and ...mentioning

confidence: 99%

Tasting the Difference: A Relational-Epistemic Approach to Aesthetic Collaboration in Haute Cuisine

Louisgrand

Islam

2020

Organization Studies

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Collaboration during aesthetic production is inherently complex, involving difficult-to-articulate aspects of aesthetic judgement as well as relational questions that are inherently power-laden. Particularly in situations where actors do not share background conditions or judgement criteria, aesthetic collaboration poses conceptual and practical challenges. Through an in-depth case study of a French haute cuisine programme in Shanghai, China, we propose a relational-epistemic approach to aesthetic collaboration, in which aesthetic judgement and relational positioning mutually shape how chef trainees come to understand their creative products. Specifically, aesthetic collaboration was shaped by whether participants understood their mutual relationships as antagonistic or integrative, and whether they considered aesthetics as a matter of objective knowledge, cultural tradition or co-construction. Based on our results, we explore the implications of the relationalepistemic approach in understanding organizational aesthetics, especially in the context of the culture industries and haute cuisine specifically.

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“…Il s'agit d'élaborer une procédure et des outils permettant de déterminer quelles extensions pourraient être des succès ou des échecs directement en fonction du discours émis des marques. Cette approche fait référence à la légitimité interne des marques et à leur gestion cohérente à long terme afin d'évoluer tout en restant les mêmes (Lipovetsky et Roux, 2003 ;Dion, 2013). Le concept de Potentiel d'Extension de la Marque (PEM) a été développé dans ce sens.…”

Section: Le Potentiel D'extension Des Marques (Pem) : Vers Une Analysunclassified

L’apport de l’analyse sémiotique à l’évaluation du potentiel d’extension de marque produit-service : le cas de l’hôtellerie de luxe

Veg-Sala¹

2019

Décisions Marketing

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L'apport de l'analyse sémiotique à l'évaluation du potentiel d'extension de marque produit-service : le cas de l'hôtellerie de luxe Nathalie Veg-Sala Résumé : Alors que de plus en plus de marques de produits de luxe s'étendent dans le secteur des services, très peu de recherches se sont intéressées à ces stratégies de développement.Face aux risques qui y sont associés, les objectifs de cet article sont (1) de définir les spécificités des extensions produit-service et (2) d'analyser la légitimité interne des marques de luxe à se lancer dans les services à travers l'analyse du PEM (Potentiel d'Extension des Marques). Le PEM définit vers où et jusqu'où les marques peuvent s'étendre en fonction de leur discours émis et plus précisément en fonction de l'ouverture de leurs contrats de marques (délimitation, détermination, maîtrise). Une analyse sémiotique a été menée sur quatre marques de produits de luxe (Armani, Baccarat, Bulgari, Cheval Blanc) qui se sont étendues dans l'hôtellerie. Les résultats montrent que le PEM vers les services dépend de l'ouverture des contrats de maîtrise et de délimitation des marques. Les résultats sont confrontés aux situations à dates des marques étudiées ainsi qu'aux avis de consommateurs de luxe. Des implications managériales en sont déduites.

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Construction et mise en scène d'un lignage dans le luxe: le cas des chefs dans la haute-cuisine

Cited by 21 publications

References 0 publications

Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand

Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand

Tasting the Difference: A Relational-Epistemic Approach to Aesthetic Collaboration in Haute Cuisine

L’apport de l’analyse sémiotique à l’évaluation du potentiel d’extension de marque produit-service : le cas de l’hôtellerie de luxe

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