Instead of innovating for the sake of technology, PSA Peugot Citroen creates actively for local people so that they can feel great and live well indeed. Rather than an imperial or adaptive approach of innovation, this presentation will expolore how PSA innovates by making best use of a series of "expectation vectors" coming from synergic global and local innovation genes: global macro-trends; profound socio-cultural trends in local markets; generational dynamics (digital natives vs. other generations); understanding of "feeling great" by local digital natives; and local automotive expectation dynamics based on a worldwide customer segmentation.
This paper aims to demonstrate that international studies give a new meaning to studies predicting future trends including the detection of where new trends develop (in what circles etc.); understanding how trends spread in a given country and how an innovation enters progressively into different social environments; and establishing how trends spread from one country to another.
Recently there has been a great deal of discussion concerning the opposition between local brands associated with specific cultures and global brands destroyers of differences coming to dominate the world. This paper wishes to demonstrate that behind global brands are hidden the most cultural and emotional brands which exist. These brands have achieved their success by respecting all the cultural dimensions. If they continue to be operate effectively it is because of their anchorage in a very cultural existence. Giving an international dimension to a brand certainly means giving it a very clear identity which will make it well-known throughout the world and it also means making the brand itself very accessible so that it touches people emotionally.
The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer expectations arising from unique cultures and particular behaviour. We will show how it is necessary to understand a culture well in order to have a precise marketing eye, and how such information can be gathered.
This reference to Credit Mutuel's Assises has allowed us to grasp at what point the meta-consumer was central, at the heart of the banking debate, of values, of the organisation and of strategy. This notion is not an alibi for the communicator but presumes to understand a type of conflict at stake in a structure and to be on the watch to resolve it. The "relationship" with the customer is no longer the last thing to consider, but is the comer stone of the strategic and organisational edifice. Meta-consumption enables the hackneyed conflict of "ethical values" and of "performance", of "customer relations" and of "figures" to be left behind in order to understand how a bank should operate. The overall perception of the "person" must answer an overall action of the bank, where the relationship to communication, strategy and organisation must be involved. It is a coherent offer, which emerges from the internal coherence of a company which mirrors the new meta-consumer. To develop the specificity of this notion must be considered as the first action of internal communication. The interest in the method used which inscribes the leading elements of a debate that is apparently highly diverse, is to grasp how to articulate the notions that the conscious portrayals can put into opposition. Thus, a real movement is outlined : the banks, such as Credit Mutuel, which can be perceived as falling short of banking, can find themselves again in the expressions the same of banking today. The loyalty considered as "soft" in the past becomes an active loyalty and the motor of banking. Credit Mutuel's results in 1995 are convincing in this respect.