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Reverse innovation has been claimed to be the new emerging paradigm on how to succeed in emerging markets before spreading to more mature ones. This study aims to investigate how the BB cream, a concept that gave birth to one of the recent most impressive worldwide breakthrough products in cosmetics, was successfully integrated into a growth-through reverse innovation strategy by a Western leading brand, Garnier, in its domestic market.

Using a single case study design that combines brand and product levels of analysis, this paper examines how reverse innovation/BB cream contributed to (re)build perceptions of brand superiority. Data were extracted from the IRI Census Database (retail panel data) and from various other market sources. Additional insights were collected through semi-structured interviews with top executives. Some data, as they remain confidential, are not included in the paper.

Reverse innovation, although counter-intuitive regarding one of its fundamental assumptions (i.e. a low-cost/low-price strategy targeting price-sensitive consumers), can be used within a niche strategy to help brands develop a radically new offer that justifies a price premium. In this regard, it has to be managed step-by-step, from appropriation to exploitation and, finally, “extinction” in a given market segment.

Evidence is scarce on how Western companies/brands can integrate reverse innovation into their growth strategies. Further investigation is required on this emerging paradigm.

The case of Garnier BB cream invites marketing managers to think differently about where to look for opportunities and how to grow in stagnant markets. Moreover, the inherent latent value of a reverse innovation can serve to trade up the brand with both volume and value benefits, despite the common claim that it is related to a volume strategy. Thus, it opens the range of possibilities to escape commoditization and price wars.

This paper demonstrated that reverse innovation is not limited to the bottom of the market. The story of the BB cream concept, which has been appropriated and valorized by the leading cosmetic brand Garnier through a niche strategy, supports this argument. In addition, instead of viewing the niche strategy as a methodological/theoretical stage within the segmentation–targeting–positioning process, this case study highlights it as a creative process linked to innovation, which helps a brand and/or company to define a new territory within its market.

The year 1848 is considered by historians as a political and economic turning point in France: a major political crisis took place in the form of the February Revolution, accompanied by extensive financial troubles for the French government. The economists of that time actively debated the economic causes and consequences of the crisis. This chapter is devoted to the analysis of these financial controversies in French economic thought around 1848. If the political and philosophical debates of 1848 between the liberals and the socialists are quite well known by historians of economic thought, their financial side has been relatively neglected. According to the authors of this chapter, it is nevertheless of great interest to examine the liberal and socialist ideas of that time. This chapter aims to investigate this little-studied question by raising three main issues: the first one consists of presenting the different diagnoses of the 1848 financial crisis from socialist and liberal viewpoints. Second, it proposes an analysis of the content of theoretical controversies about ways to overcome the financial troubles, particularly regarding the trade-off between taxation and debt. Lastly, it emphasizes the role of this period for the subsequent constitution of a financial orthodoxy in France.

A review essay on Kenneth E. Carpenter’s, The Dissemination of the Wealth of Nations in French and in France, 1776–1843. Published for The Bibliographical Society of America. New Castle, DE: Oak Knoll Press, 2003. Pp. LXIII, 255. $45.00. The Wealth of Nations is bipolar work: on the one hand it is an important philosophical treatise; on the other, it is the founding text of the discipline of economics. This characteristic gives it a unique place among the “great books” of western culture. How did a book, written over two centuries ago by a pedantic, idiosyncratic college professor come to achieve this lofty status? Although nowhere explicitly stated by the author of the work under review, this question serves as a lightning rod for his bibliographic efforts. The focus bestowed on France is justified because the reception of The Wealth of Nations (hereafter, WN) in France mirrored, in most important aspects, its reception throughout Europe. Nevertheless, the opaqueness of this book’s title masks its most fascinating feature, namely, the manner in which Carpenter unfolds the complicated answer to this central question.

The purpose of this paper is to provide an overview of the potentialities offered by a historical approach by addressing its scientific and societal issues as well as its opportunities at the scale of different continents and cultural areas. The authors then show the major role played by traditional societies and indigenous peoples in preserving and transmitting a culture of risk which today is threatened by an unprecedented memory break resulting from the process of globalization. Finally, the authors present two concrete examples of projects aiming to use historical lessons learned to reduce the vulnerability of local communities.

Historical documentation provides a series of very varied archives, voluminous and geographically scattered. Several types of series will be studied. Besides the written archives, the authors shall also realize an inventory of all the elements of the cultural heritage and the memory evoking the risks and the vulnerabilities.

This study shows how forgetting past disasters has contributed to increasing the vulnerability of the modern societies and building a “society of risk.” Paradoxically, industrialization and the era of the engineer opposed “pre-modern” societies to so-called “modern” societies. In this way, ancestral knowledge and strategies have often been despised in favor of hard defense works whose limits are now being measured after the recent disasters. On the other hand, the paper promotes a different model combining both engineering and local historical/cultural knowledge in order to design a more sustainable and applicable strategy.

The authors show the major role played by traditional societies and indigenous peoples in preserving and transmitting a culture of risk which today is threatened by an unprecedented memory break resulting from the process of globalization.

This is an experimental text with a performative cast, the aim of which is to enact, excavate, chronicle, and interrogate the racialized experiences and spectacles endured, consumed, and performed by the author in the course of a two-week stay at a Native American themed catholic summer camp during his youth. Following Philip J. Deloria, it is argued that the camp's history and appropriation of Native American culture eventuate in the formation of a highly racialized space where relatively well-off white children come to “play Indian,” a space that furthermore conspires in the construction and maintenance of “whiteness” as a cultural identity. The text is characterized by its multiple and rotating speaking parts and thus lends itself to both impromptu seminar readings as well as more elaborate forms of theatrical performance.

This paper aims to report the attempts for predicting “on-the-fly” flow distortion in the engine entrance plane of a highly curved S-duct from wall static pressure measurements. Such a technology would be indispensable to trigger active flow control devices to mitigate the intense flow separations which occur in specific flight conditions.

Evaluation of different reconstruction algorithms is performed on the basis of data extracted from a Zonal Detached Eddy Simulation (ZDES) of a well-documented S-Duct (Garnier et al., AIAA J., 2015). Contrary to RANS methods, such a hybrid approach makes unsteady distortions available, which are necessary information for reconstruction algorithm assessment.

The best reconstruction accuracy is obtained with the artificial neural network (ANN) but the improvement compared to the classical linear stochastic estimation (LSE) is minor. The different inlet distortion coefficients are not reconstructed with the same accuracy. KA2 coefficient is finally identified as the more suited for activation of the control device.

LSE and its second-order variant (quadratic stochastic estimation [QSE]) are applied for reconstructing instantaneous stagnation pressure in the flow field. The potential improvement of an algorithm based on an ANN is also evaluated. The statistical link between the wall sensors and 40-Kulite rake sensors are carefully discussed and the accuracy of the reconstruction of the most used distortion coefficients (DC60, RDI, CDI and KA2) is quantified for each estimation technique.

Living art organizations present a special interest in research stressing cognitive processes and development of intangible resources like knowledge and capabilities. In living art organizations, production processes like rehearsals and tunings whose goals are to develop both tacit and tangible capabilities are readily observable and have undeniable effects on performance quality, revenues, and costs. The observations of four opera houses support the conjecture that strategy and organizations could be preconditions for learning.

The paper focuses on an aspect of disaster often overlooked by experts: that of disaster memory both as a prevention tool and one potentially contributing to the resilience of vulnerable communities in Japan. The objective is, more specifically, to explore one specific source of disaster memory in Japan, namely the disaster-related stone monuments scattered throughout the archipelago.

To achieve the goals, the authors have studied several types of materials. First, the authors have used the “Natural Disaster Monument” online database compiled by the Geospatial Information Authority of Japan (GIS), data upon which the authors based the field research study, focused on water-related disaster in Otsu city (Shiga Prefecture). Simultaneously, the authors have systematically searched Japanese newspapers since the middle of the 19th century as well as the archives of Shiga prefecture in order to collect additional information on the statistical reality of these monuments, the context of their creation and in order to better estimate the severity of our case studies.

First, the findings show that stone monuments are indeed structuring elements of disaster memory in Japan. Not only are they present throughout the archipelago, but in addition, they are still for the most part visited by local communities. Second, the findings show how this material culture of disaster, as a vector of disaster memory, could be used as a tool to better understand and bring awareness to the occurrence of specific hazards, especially to future generations.

The authors promote an interdisciplinary approach by associating anthropology and history. The study offers a new and original character about an object of study relating to both the cultural and historical fields but still often neglected as a tool and object of research in DDR. The authors provide a method and suggest ways to integrate these stone monuments into DDR policies. Finally, the authors propose to better integrate these monuments into the overall reflection on disaster awareness and disaster mitigation.

The purpose of this paper is to provide managerial insights into how consumer goods companies adopt the traditional mini‐sized retail modalities and adjust their strategies to market sachets successfully in the Philippines.

The study uses case studies through semi‐structured in‐depth interviews with marketing managers from major multinational and regional companies that have used sachets as part of their marketing strategy.

The findings suggest that companies use sachet marketing to facilitate trials of new products and to deliver value across the market by making products more affordable and accessible. The extensive network of corner stores provides the distribution system needed to reach the farthest and remotest markets. To be successful, the brands must be popular and priced in a manner compatible with the coinage system in a market.

There has been little analysis of consumer goods companies' strategies that cause quick acceptance of sachets. This study fills this gap in research and shows how companies have adopted the piecemeal retailing and adapted their strategies to create a burgeoning sachet market.

The purpose of this paper is to establish a decision‐making governance framework for transferring a product/service from one EU host market to another.

Prior research concerning the relation between marketing decision governance (centralised versus decentralised) and standardisation strategy/performance tends to focus on the home‐host scenario. This study has utilised the experience of 70 firms operating in the cross‐market scenario in the EU region – i.e. transferring a product/service from one EU host market to another – in order to establish its decision‐making governance framework. The respondents were operating in both the manufacturing and service sectors.

It was found that firms with large size and a high level of business experience, operating in a similar cross‐market environment, or in a country pair that has a difference in market potential, are more likely to pursue a decentralised governance. Firms operating in a highly different market environment and in host markets with a high variation in market potential are likely to adopt an adaptation strategy. Marketing decision governance is not suggested to be related to standardisation strategy. Decentralised governance is found to be related to profitability, while adaptation was associated with market share. Market share is related to profitability.

The research findings suggest that firms can utilise their decision‐making and standardisation strategy separately to achieve their performance objectives when operating across the EU region. The outcomes established in the study have provided a new guidance on the research concerning structure, strategy and performance.