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Segmentation et stratégies de communication dans les marchés émergents : Une approche croisée des concepts de pyramide économique et d’acculturation

Author

Listed:
  • Agnès Boutin

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Charlotte Gaston-Breton

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

Abstract

L'objet de cet article consiste à étudier en quoi les particularités socio-économiques et culturelles des marchés émergents imposent aux entreprises étrangères une approche plus spécifique de leur communication internationale. Une réflexion est tout d'abord menée sur les critères de segmentation de ces marchés en s'appuyant principalement sur l'existence d'un découpage pyramidal selon les revenus et de phénomènes d'acculturation des valeurs. Un cadre d'analyse des communications est alors proposé et illustré à partir de l'examen des stratégies et messages publicitaires de plusieurs annonceurs étrangers dans deux marchés émergents, la Russie et le Maroc.

Suggested Citation

  • Agnès Boutin & Charlotte Gaston-Breton, 2006. "Segmentation et stratégies de communication dans les marchés émergents : Une approche croisée des concepts de pyramide économique et d’acculturation," Post-Print halshs-02914899, HAL.
    • Handle: RePEc:hal:journl:halshs-02914899
    DOI: 10.7193/DM.043.044.79.94
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