Speedy Tuesday : Omega’s adoption of communication 4.0

Courvoisier, François (Haute école de gestion Arc, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale) ; Roederer, Claire (EM Strasbourg Business School, Strasbourg, France)

Based on a case study and expert interviews, the present paper takes a detailed look at the origin, mechanisms and results of the Speedy Tuesday operations conducted by the Omega watch brand and the Speedy Tuesday community on Instagram. Our findings point to a profound evolution in communication codes that are based on a co-creation dynamic with lovers of the brand, relayed on social networks. This development has led to what we have called “communication-distribution morphing”, in other words, a hybridization of communication and distribution channels.


Keywords:
Faculty:
Economie et Services
School:
HEG Arc
Institute:
ICME - Institut de la Communication et du marketing expérientiel
Subject(s):
Economie/gestion
Publisher:
Cham, Switzerland, Palgrave Mcmillan
Date:
2019-11
Cham, Switzerland
Palgrave Mcmillan
Pagination:
Pp. 205-220
Published in:
Understanding luxury fashion: from emotions to brand building
Series Statement:
Palgrave advances in luxury
Author of the book:
Cantista, Isabel ; ed. ; Lusíada University of Porto, Portugal
Sádaba, Teresa ; ed. ; ISEM Fashion Business School, Madrid, Spain
DOI:
ISSN:
2662-1061
ISBN:
978-3-030-25653-1
External resources:
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2020-03-27, last modified 2020-10-27

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)