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Internet, facteur positif et négatif pour la stratégie marketing : le cas Beanie Babies

Author

Listed:
  • Jean-Marc Lehu

    (UP1 UFR06 - Université Paris 1 Panthéon-Sorbonne - UFR Gestion & économie d'entreprise - UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

Le cas Beanie Babies est l'illustration du formidable succès marketing d'un jouet en peluche, fondé sur un effet de mode. Il est également révélateur de la nature du puissant facteur que représente potentiellement Internet pour la stratégie marketing, via une nouvelle forme digitale de bouche à oreille. Mais il permet surtout de souligner qu'Internet est à la fois un facteur positif et négatif, qui devrait inciter le responsable marketing à intégrer de nouvelles variables dans la stratégie marketing afin d'en conserver au maximum le contrôle.

Suggested Citation

  • Jean-Marc Lehu, 1997. "Internet, facteur positif et négatif pour la stratégie marketing : le cas Beanie Babies," Post-Print halshs-02926084, HAL.
    • Handle: RePEc:hal:journl:halshs-02926084
    DOI: 10.7193/DM.011.43.50
    as

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