Anne-Sophie Trébuchet-Breitwiller, lecturer at the IFM, has just published an article on perfume in the collective book brought out by researchers in management and economics at the Université de Nanterre and the Ecole des Mines.
The book reference:
Armand Hatchuel, Olivier Favereau, Franck Aggeri (under the auspices of)
L'activité marchande sans le marché ?
(Colloque de Cerisy).
Paris, Mines Paristech, Presse des Mines, Collection économie et gestion (2010)
The article:
Anne-Sophie Trébuchet-Breitwiller, Fabian Muniesa, "L'emprise des tests. Comment les tests marketing agencent le marché de la parfumerie fine (The grip of testing. How marketing tests are arranging the high-end perfume market)." p.321-338.
The book will soon be available in the IFM library.
An extract from the introduction :
« This book that stems from the colloque de Cerisy, invites the reader to reject the equivocality and mythology of the «market» as they mask the reality and the sea-changes in commercial activity. This activity has no « natural law » and can not auto-regulate, through these always uncertain explorations of desire and the social. They only survive through the use of skills and techniques and thanks to the intervention of opinion leaders and the relevant powers. The surprising extension of trade has thus occurred through the way modenr society has shored up commercial activity. And this is all the more necessary today as the revolutions such as IT and online commerce, services and sustainable development are causing upheaval in terms of the traditional ideas such as value, transparency and trust ».
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