Call for paper

Beyond the areas of marketing and retailing, value creation and value sharing are among most of present debates. It seems aknowleded that marketing alone has no priviledge in value creation and that this process primarily results from an interplay between supply and demand. When thinking about commerce, new technological solutions seem to enable optimal customer experience. But is it truly achievable without understanding or measuring the fundamental mechanisms of the process of value creation?

Themes of the communications

For its 21^st edition, the International Conference Etienne Thil has the objective to bring together academics and practitioners around the challenge of "Commerce and value creation", adopting a multi-disciplinary perspective..

The process of value creation

At the digital era, have traditional approaches of experiential marketing increased or decreased their relevancy? How can retailers and brands ensure the effectiveness of their actions on the long run? For example, how can they convert the "local" argument into a long term asset? How can retailers increase the customer participation in the definition of their offerings? ...

And the risk of value destruction

But can technology replace human relationships? How can brands and retailers know how far they can go into a data-driven marketing? How can retailers adapt to vulberable targets which are increasing in size (elerdely people, poop people...)? How can brands and retailers avoid the criticism of "customers at work"?

The process of value creation and value sharing raises many questions. However, any proposal of communication around commerce and consumption will be welcome.