HEC Paris

About: HEC Paris is a education organization based out in Jouy-en-Josas, France. It is known for research contribution in the topics: Investment (macroeconomics) & Market liquidity. The organization has 584 authors who have published 2756 publications receiving 104467 citations. The organization is also known as: Ecole des Hautes Etudes Commerciales & HEC School of Management Paris.

Equity Crowdfunding: A New Phenomena

Abstract: Crowdfunding has recently become available for entrepreneurs. Most academic studies analyse data from rewards-based (pre-selling) campaigns. In contrast, in this paper we analyse 636 campaigns, encompassing 17,188 investors and 64,831 investments between 2012 and 2015, from one of the leading European equity crowdfunding platforms. We provide descriptive statistics and carry out cross-campaign regression analysis. The descriptive statistics address its size, growth and geographic distributions in the UK. The regressions analyse which factors are associated with the probability of a successful campaign. We find some similarities and some interesting dissimilarities in both descriptives and regression results compared to research on rewards-based crowdfunding. Practically, the data show that equity crowdfunding will likely pose great challenges to VC and business angel financiers in the near future. We discuss some research challenges and opportunities with these kind of data.

Cross-cultural adjustment of expatriates in Japan

Abstract: This study examines determinants of expatriate cross-cultural adjustment related to non-work- (interaction and general living adjustment) and work- (work adjustment and job satisfaction) aspects in Japan. It was hypothesized that cultural distance and expatriate gender, language proficiency, type (organizational or self-initiated expatriates), and stable personality traits (social initiative, emotional stability, cultural empathy, flexibility, and open-mindedness) have an influence on both non-work- and work-related adjustment. Hierarchical regression analyses, performed on data from 110 expatriates, indicate that expatriate language proficiency, type, and the personality traits of emotional stability and cultural empathy have a positive influence on both types of adjustment. Implications of these findings for practice are discussed.

Strategic brand management: New approaches to creating and evaluating brand equity

Abstract: Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noel Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Kapferer deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management. At the heart of the book is Kapferer's concept of the brand as a pyramid with three levels: the apex is the kernel or core identity; the middle is the style or personality; and at the bases are the underlying themes and advertising programs. A brand, Kapferer argues, is not a product, but the product's essence, its meaning, and its direction. Strategic brand management starts with a holistic understanding of this gestalt rather than its component parts: the brand name, logo, design or packaging, and image. This gestalt must be managed, not just in marketing, but throughout the entire company. The most successful brand managers, Kapferer explains, search for new opportunities and new markets through the explosive phenomenon of global branding. Kapferer takes the reader through a comprehensive list of benefits, dangers, and pitfalls, and also step-by-step through each of the globalization phases -- from name transitions to maintaining consistency. He describes the conditions under which global branding works best, and the appropriateness of a multi-domestic marketing mix as opposed to a global mix. He also dealswith the corporate barriers to having global brands and the structural changes that corporations may have to undergo if they are to fully maximize the benefits of global branding. This hook, already a standard reference in Europe, brings branding in the U.S. into the 1990s.