Theorized in the early 2010s, the concept of gamification has become widespread in the marketing field since 2015. With effects that remain to be demonstrated, explains Thomas Leclercq, professor at IÉSEG. Whether you prefer the French equivalent of “ludification” or choose the Anglicism, the definition of gamification does not change: “the process consists of exploiting … Change – “Marketing: let the games begin” by Thomas Leclercq
In this episode of Changemaker stories, Professor Catherine Demangeot speaks about the topic of diversity and inclusion in marketing activities, and potential challenges and opportunities for marketing professionals. Listen to the full podcast here : Update March 2023: Please note that Catherine Demangeot no longer works at IESEG. This podcast was published during her time … Diversity and inclusion engaged marketing with Professor Catherine Demangeot
In this video, Matthijs Meire, a Marketing Professor at IÉSEG , talks about his research on winning back lost customers, a group that is often overlooked but nonetheless very important. His study took place in the context of a European soccer team for which we looked to predict which lost customers would return to support … Winning back lost customers: the example of a European football club
By forcing institutions to give priority to distance learning, the pandemic has reinforced a strong trend that sees digital technology taking an ever-greater place in teaching. But what are the advantages and limitations? Bernadett Koles, Director of the Bachelor in International Business Program at IÉSEG, explains. Digital technology has gradually been introduced into classrooms in … Change- “Education: where does digital technology sit?” by Bernadett Koles
In this episode of Changemaker stories, Johannes Claeys a professor of HR management , talks about what it means to be means to a leader and shares his vision of leadership. Listen to the full podcast here : CHANGEMAKER STORIES This podcast by IÉSEG & IÉSEG Network, presents a series of encounters with experts, … What does it mean to be a leader?
Although the arrival of networks and information technologies in the professional world is not new, the generalization of remote work has seriously reinforced their use by employees who are increasingly connected – sometimes too much. How can you manage your teams through their screens? How do you find the right balance between trust and control? … Change – “Smile, you’re connected!” by Aurélie Leclercq-Vandelannoitte
In this video, Susana Esper is a Professor of CSR and business ethics at IÉSEG, speaks about her research which has looked at how greenwashing can impact and trigger reactions with sustainability managers. View the video: Impact of greenwashing on sustainability managers Together with colleagues from IÉSEG Center for Organizational Responsibility (ICOR) and IÉSEG, they … The impact of greenwashing on sustainability managers
In this video, Professors Elise Marescaux from IÉSEG and Yasin Rofcanin (University of Bath) present research* on co-worker reactions to individual work arrangements (i-deals) that employees may negotiate with their supervisor. They speak about their findings, the potential side effects of such deals, and practical advice for managers to bear in mind before agreeing to … Co-worker reactions to i-deals
In this video, Elodie Gentina (Professor of Marketing) speaks about her research on digital natives and loneliness. Today’s “digital natives” are growing up in a digital technology-saturated world, yet many suffer from loneliness just as much as, if not more than, previous generations. Together with her co-author Rui Chen, she recently studied how digital natives … Digital natives & loneliness
In this video, researchers from IÉSEG present a major research project (Malynes) which looks to develop a framework for predicting the future effects of migration on labor supply in the European Union, notably by analyzing how different cultural factors affect the labor decisions of migrants. Funded by the French National Research Agency, ANR, the international … Inside Research: video presentation of the Malynes project