IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00972031.html
   My bibliography  Save this paper

Le naming : facilitateur de management de grands projets industriels ?

Author

Listed:
  • 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)

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.

Suggested Citation

  • Christophe Benaroya & Christine Fèvre-Pernet, 2014. "Le naming : facilitateur de management de grands projets industriels ?," Post-Print halshs-00972031, HAL.
    • Handle: RePEc:hal:journl:halshs-00972031
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00972031
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00972031/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Anne Jalkala & Bernard Cova & Robert Salle & Risto Salminen, 2010. "Changing project business orientations : Towards a new logic of project marketing," Post-Print hal-02312546, HAL.
    2. Jorge Niosi & Majlinda Zhegu, 2010. "Multinational Corporations, Value Chains and Knowledge Spillovers in the Global Aircraft Industry," Institutions and Economies (formerly known as International Journal of Institutions and Economies), Faculty of Economics and Administration, University of Malaya, vol. 2(2), pages 109-141, October.
    3. Jalkala, Anne & Cova, Bernard & Salle, Robert & Salminen, Risto T., 2010. "Changing project business orientations: Towards a new logic of project marketing," European Management Journal, Elsevier, vol. 28(2), pages 124-138, April.
    4. Bernard Cova & Pervez N. Ghauri & Robert Salle, 2002. "Project marketing : Beyond competitive bidding," Post-Print hal-02298023, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ryynänen, Harri & Pekkarinen, Olli & Salminen, Risto T., 2012. "Supplier's internal communication in change process to solution business: Challenges and tentative research agenda," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 5(3), pages 154-172.
    2. Cafaggi, Fabrizio & Joppert Swensson, Luana F. & Macedo Junior, Ronaldo Porto & Silva, Tiago Andreotti e & Gross, Clarissa Piterman & Almeida, Lucila Gabriel de & Ribeiro, Thiago Alves, 2012. "Accessing the Global Value Chain in a Changing Institutional Environment: Comparing Aeronautics and Coffee," IDB Publications (Working Papers) 4250, Inter-American Development Bank.
    3. Caliari, Thiago & Ribeiro, Leonardo Costa & Pietrobelli, Carlo & Vezzani, Antonio, 2023. "Global value chains and sectoral innovation systems: An analysis of the aerospace industry," Structural Change and Economic Dynamics, Elsevier, vol. 65(C), pages 36-48.
    4. Oxana SAVCIUC & Lucia CASAP, 2015. "The impact of project marketing on the projects finality," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 1(1), pages 1-85, June.
    5. Welch, Denice & Welch, Catherine, 2015. "How global careers unfold in practice: Evidence from international project work," International Business Review, Elsevier, vol. 24(6), pages 1072-1081.
    6. Welch, Catherine, 2005. "Multilateral organisations and international project marketing," International Business Review, Elsevier, vol. 14(3), pages 289-305, June.
    7. Catherine L. Welch & Denice E. Welch, 2012. "What Do HR Managers Really Do?," Management International Review, Springer, vol. 52(4), pages 597-617, August.
    8. Hurtak, Stefan & Kashyap, Vishal & Ehret, Michael, 2022. "Lightening the dark side of customer participation – The mitigating role of relationship performance in business-to-business project contexts," Journal of Business Research, Elsevier, vol. 140(C), pages 220-231.
    9. Zhao, Wei, 2013. "Estimating Dynamic Merger Effciencies with an Application to the 1997 Boeing-McDonnell Douglas Merger," MPRA Paper 63184, University Library of Munich, Germany, revised 11 Sep 2014.
    10. Monge-González, Ricardo & Zolezzi, Sandro, 2012. "Insertion of Costa Rica in Global Value Chains: A Case Study," IDB Publications (Working Papers) 4256, Inter-American Development Bank.
    11. Pekkarinen, Olli & Salminen, Risto T., 2013. "Developing industrial solution offerings: A framework and management guidelines," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(3), pages 143-170.
    12. Erbe, Anita, 2013. "Evaluating main order contract forms for Major Industrial Plant Projects (MIPP) with respect to completion and performance of design risk allocation," Freiberg Working Papers 2013/03, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.
    13. Giovanni Esposito & Andrea Terlizzi, 2023. "Governing wickedness in megaprojects: discursive and institutional perspectives," Policy and Society, Darryl S. Jarvis and M. Ramesh, vol. 42(2), pages 131-147.
    14. Matthyssens, Paul & Buyl, Tine, 2005. "From Product to Total Solution: An Enriched Channel Perspective," Research Papers 24172, University of Antwerp, Faculty of Applied Economic Sciences.
    15. Oronzo Trio & Antonio Iazzi, 2017. "Consumers? preferences in the estate market: An explorative research on the residential product," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(3), pages 147-167.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00972031. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.