The relationship to time, a new variable for segmenting expectations in the world of luxury tourism

Philippe Jourdan, Jean-Claude Pacitto et Jérôme Kokou Afangnibo for the International Marketing Trends Conference, Roma, 2022/ 20-21 January 2022


While the relationship to time has been thoroughly studied, its multidisciplinary nature makes its operationalization in marketing complex. We adopt the perspective of cultural anthropology to define three dimensions of the concept, legendary, modern, and precursor time. We validate an indirect measurement model of the time construct using photo-elicitation. We use this model to develop a typology of expectations, coupled with emotions, in the high-end tourism sector. Four profiles emerge the enriched nostalgic, the proud rebel, the fascinated explorer, and the challenge seeker. We finally discuss limits and extensions to other industries.

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Customers as ‘partial employees’ of service organizations

Article co-written by Philippe Jourdan and Valérie Jourdan, Elgar Encyclopedia of Services, p. 295-296.

The Encyclopedia of Services is a ground-breaking resource that offers a unique overview of what constitutes the primary source of wealth and employment in our contemporary economies: services.

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Visibility or representation of reality: you have to choose!

Communication-marketing: visibility or representation of reality, you have to choose!

Visibility or representation of reality, you have to choose!

 A deadly epistemological virus threatens the community of marketing and communication professionals: to confuse two very different concepts, visibility and representativeness: [CLICK TO READ]

The levers of commercial performance as part of a strategy of internationalization of retailing: longitudinal modeling in the beauty sector

Philippe Jourdan and Jean-Claude Pacitto in Management Studies, 2021/vol.9, n°2.- p. 107-113

The academic literature has focused more on the competitive performance of #retail brands than on their commercial performance per see and the antecedents. Our #research study examines the factors that impact #commercial performance by addressing two questions: does the commercial version of a cosmetic retail brand depend on the country in which it operates (Where I am?) and depends on the nature of the circuit (Who I am?)?

Key words: #commercial performance, #marketshare, #retailing, #international marketing, #branding

View point: Could culture explain differences of entrepreneurial dynamism? | The cases of France and England

Article of Philippe JOURDAN & Jean-Claude PACITTO, in GESTION2000 , 2017/5-6, Vol. 34



It is never easy to answer complex questions such as why the differential of entrepreneurial dynamism between countries or continents. As often the causes are multiple. Confronted with the need to understand and act, actors involved in entrepreneurial development and especially public authorities need more comprehensive explanations that can mobilize energies and simplify the search for causes.
We will never understand the success of culturalist explanations if we do not place them in a context of demand for causal simplification of the phenomena studied. These explanations have tended to become seductive theories in the sense of Boudon (1986) and have lost their scientific validity.
Examining the differentiated trajectories of France and England in terms of entrepreneurship will allow us to better reveal the influence of the politico-institutional context on entrepreneurial development and thus relativize the “culturalist” explanations that ultimately explain not much.

Revue Française du Marketing n°262 (4/4)

Chief Editors : Philippe Jourdan & J-C Pacitto

Articles of E. Stevens, O. Ben Hmiden, X. Durand, F. Dosquet, H. Seraphin, V. Bonnardel, R. Sohier, J. Brée, P. Lapoule, E. Colla, C. Fournier & P.L. Dubois.