ESC Rennes School of Business

About: ESC Rennes School of Business is a education organization based out in Rennes, France. It is known for research contribution in the topics: Supply chain & Context (language use). The organization has 199 authors who have published 792 publications receiving 16503 citations. The organization is also known as: Rennes School of business.

Predicting young consumers' take up of mobile banking services

Abstract: Purpose – This paper aims to investigate the barriers for adopting mobile banking services. From a methodological perspective, this paper seeks to build on two widely used models for technology adoption, the Technology Acceptance Model (TAM) and Innovation Diffusion Theory and to test a model that is better able to predict consumers' intention to use mobile banking. Design/methodology/approach – A research model extends the TAM model by additionally examining the effects of compatibility, trust, credibility, perceived risk and cost on behavioural intention. The empirical approach was based on an online survey of 263 young people in Germany, undertaken during August/September 2009. The data were analysed using structural equation modelling. Findings – The results of the study indicated that compatibility, perceived usefulness, and risk are significant indicators for the adoption of m‐banking services. Compatibility not only had a strong direct effect but was also identified as an important antecedent for perceived ease of use, perceived usefulness and credibility. Trust and credibility are crucial in reducing the overall perceived risk of m‐banking. Originality/value – The results of this study have implications for researchers and practitioners. The proposed model explains 65 per cent of the variance in intention to adopt mobile phone banking, which is more than the 40 per cent of variance typically found in other studies using the TAM. This study provides a basis for further refinement of models to predict technology adoption, in particular the inclusion of compatibility as a predictor of behavioural intention. In terms of behavioural and demographic data, the study focuses on segments of individuals who are most likely to adopt m‐banking.

Luxury brand marketing – The experience is everything!

Abstract: Although the definition of a ‘luxury’ brand is open for debate, the natural evolution of luxury, with luxury brands first being adopted by the affluent and wealthy before inevitably being translated and reinterpreted down to mass markets, raises new challenges for marketing strategists. Luxury brands need to stay in front of luxury consumers, through the discovery of new and different ways to give expression to their desires. This chapter discusses the fundamental difference between communication and connection, and identifies a means of assuring the greatest long-term success for luxury marketers by connecting with the luxury consumer using brand-related experiences

Learning from Multi-Stakeholder Networks: Issue-Focussed Stakeholder Management

Abstract: From an analysis of the role of companies in multi-stakeholder networks and a critical review of stakeholder theory, it is argued that companies practise two different types of stakeholder management: they focus on their organization’s welfare (organization- focussed stakeholder management) or on an issue that affects their relationship with other societal groups and organizations (issue-focussed stakeholder management). These two approaches supplement each other. It is demonstrated that issue-focussed stakeholder management dominates in multi-stakeholder networks, because it enables corporations to address complex problems and challenges in cooperation with stakeholders. Since deliberation is the key to issue-focussed stakeholder management, it helps to cope with numerous and at times contradictory stakeholder demands and enhances the legitimacy of corporate activities.

Business model innovation – state of the art and future challenges for the field

Abstract: Business model innovation is receiving increased attention in corporate practice and research alike. We propose in this article a role-based approach to categorize the literature and argue that the respective roles of explaining the business, running the business, and developing the business can serve as three interrelated perspectives to present an overview of the current business model innovation field and to accommodate the selected contributions of this special issue. We refer to contributions from entrepreneurship, innovation and technology management, and corporate strategy to explicate the three elaborated perspectives and to summarize the main contents of the special issue articles. We conclude by reflecting on main theoretical challenges for studies on business model innovation which stem from the uncertain boundaries of the phenomenon, and we propose some theoretical stances and analytic levels to develop future avenues for research.