L'éco-construction quel positionnement pour les artisans ? 21

Which positioning for eco-craftsmen? We aim to identify customers' perceptions and the decision-making process in the area of eco-building. We first present the theoretical foundations. Then, to answer our research question we have conducted an exploratory qualitative research. 14 semidirective...

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Published inRevue management & avenir no. 52; p. 57
Main Authors de Ferran, Florence, Lallement, Jeanne, Sueur, Isabelle
Format Journal Article
LanguageFrench
Published Cormelles-le-Royal Management Prospective Editions 01.03.2012
Subjects
Artisans
Construction
Construction industry
Green buildings
Market positioning
Perceptions
Qualitative research
Studies
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Abstract Which positioning for eco-craftsmen? We aim to identify customers' perceptions and the decision-making process in the area of eco-building. We first present the theoretical foundations. Then, to answer our research question we have conducted an exploratory qualitative research. 14 semidirective interviews of eco-craftsmen's customers were done which allowed us to identify eco-craftsmen attributes and the communication priorities to establish their positioning.
AbstractList Which positioning for eco-craftsmen? We aim to identify customers' perceptions and the decision-making process in the area of eco-building. We first present the theoretical foundations. Then, to answer our research question we have conducted an exploratory qualitative research. 14 semidirective interviews of eco-craftsmen's customers were done which allowed us to identify eco-craftsmen attributes and the communication priorities to establish their positioning.
Author Lallement, Jeanne
Sueur, Isabelle
de Ferran, Florence
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SubjectTerms Artisans
Construction
Construction industry
Green buildings
Market positioning
Perceptions
Qualitative research
Studies
Title L'éco-construction quel positionnement pour les artisans ? 21
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