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Communication Dans Un Congrès Année : 2016

Waves, reflexive waves and the mirror effect: how the firms’ strategic behaviors and interaction influence consumers’ behavior in emergent market context

Amina Djedidi
Mouhoub Hani
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Résumé

Our research tried to spot light on a possible interaction between the consumers’ behaviors and the strategic firms’ behavior. This latter can be considered as a wave that triggers some consumers’ behaviors, i.e., reflexive waves and at the same time inspires these consumers to replicate the firms behaviors with its competitors, this is what we call the mirror effect. Our case study reveals interesting results of a possible impact of the firms’ strategic behaviors on the consumers’ behaviors, such as the consumer’s oppositional loyalty and resistance.
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Dates et versions

hal-01306675 , version 1 (25-04-2016)

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  • HAL Id : hal-01306675 , version 1

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Amina Djedidi, Mouhoub Hani. Waves, reflexive waves and the mirror effect: how the firms’ strategic behaviors and interaction influence consumers’ behavior in emergent market context. 16th European Academy of Management EURAM, May 2016, Paris, France. ⟨hal-01306675⟩
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