Benoit Meyronin
France
Senior Professor
Senior Professor, Marketing
Areas of expertise
Service Economy and Marketing, Territorial Economy and Marketing
Contact
+33 4 76 70 62 71 - Office F302
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Benoît Meyronin is a research professor at Grenoble Ecole de Management and an affiliated researcher for the GREDEG (CNRS/Nice University).
Doctor of Economics, Habilité à Diriger des Recheches (HDR), Benoît is interested in two sectors; service management and management in the public sector. Furthermore, for the ACCOR group, he is in charge of the R&D for the Académie du Service (an Accor Services subsidiary) with whom he intervenes for major industrial companies or service industries in France (La Poste, SNCF, J. Dessange, Compagnie des Alpes, Renault, Essilor…). The Académie du Service was created in 2004 to offers training programs, academic engineering and consulting for service management sectors. Their clients are the major companies of the CAC 40 (Renault, Peugeot, Hermès, Essilor, Vinci Park…) and also the major French public service industries (La Poste, SNCF…).
Today Benoît directs two research Institutes at Grenoble Ecole de Management: l’Institut Management & Territoires (IMeT), and l’Institut Management & Dynamique des Services (IMDS), developped through a partnership with the Académie du Service and with a finance support from Air France.
So his responsibilities are shared between academic program conception, academic research and engineering and operational research with companies. On the academic front, Benoît is in charge of several postgraduate courses, both in Grenoble and abroad (currently in Morocco, through a Master of Sciences in Services Marketing)
In October 2007, Benoît will be publishing a book on the subject of Management and Marketing of Services (Editions Dunod, Paris). His co-author, Charles Ditandy, is Director of the Académie du Service. This book applies conceptual and methodological approaches and is illustrated by interviews with companies in the service industry such as: Léon de Bruxelles, Vinci Park, Accor Services, SNCF, etc.
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Articles in Refeered Journals
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This paper focuses on new trends in public management, by studying the way public services companies and cities develop new marketing approaches inspired by business practices.
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This paper raises the question of the usefulness of language sciences in better understanding the process of creating value and the differentiation in service activities. We shall develop the idea that written and vocal interactions management are of critical interest in improving the service relation management. So it’s mainly a theoretical contribution based on American and French academic works in the fields of services marketing and language sciences. .
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This contribution is about the relationship between ICT adoption in services activities and its impact on the value creation process. We show how the trend in the use of ICT slows down this process, as human interactions between clients and operators become increasingly rare.
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This paper aims to develop an analytical perspective on the link between urban growth and industrial development. This historical and economic perspective is based on the works of A. and M. Marshall, Paul Bairoch and Alfred D. Chandler. We show how their work offers a new perspective to explain the urban dimension of economic development.
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Books
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This book is about services marketing. It presents the main concepts as well as 10 business cases.
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Marketing Places: objectives, practices... More than 10 case studies, from Lyon-France to Birmingham UK.
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This book is about services marketing. The authors share an original methodological framework based on services marketing concepts and 10 business cases in order to help managers to better formalize and question what they do on a day-to-day basis. The authors also share an experience as advisers for different companies: Accor, SNCF, Vinci Park, Total, Renault, etc. So this book is not really a textbook, but mainly a book for managers.
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Chapters in Books
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Ouvrage bureau MPK.This chapter deals with the complex relationships between private and public management. My goal is to make clear the idea that public organizations and private companies share more things than they usually know, and that public institutions often innovate as much as private structures.
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In examining the notion of « lead user », this contribution analyzes the mechanisms involved in the co-production of certain tertiary innovations and their impact on regional development. Both depend on solid public-private partnerships and mobilize different types of « users » in the early project development stages. They also share a marketing-related impact on regions where they have foothold. Through five case studies, we highlight and explore the notion of « public lead user » in order to better understand certain forms of service innovation.
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Papers in Refereed Conference Proceedings(Only the 10 latest publications are displayed)
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This contribution focuses on sustainable development and services.
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This paper examines the ability of micro-businesses and SMEs set up in semi-urban areas of France to appropriate and use ICTs. The aim is to refine the theory of a “digital divide” between micro-businesses/SMEs and large companies, based on European-level statistics, a theoretical framework and empirical analyses. After setting out the theoretical scope of the analysis of technology appropriation processes within organisations, our study provides empirical evidence that allows us to shed light on the rationale applied by private entities in the creation and mobilisation of resources for the development of ICT uses. On the empirical front, this work is based on a survey carried out in 2004 on fifteen SMEs/SMIs in the Auvergne region, within the scope of a project funded by the Ministry of Research (1st Call for Projects on the uses of the Internet, 2003). The main results show that the micro-businesses and SMEs studied, all of which detected considerable effects on their performance, were able to make use of key resources in their immediate environment (friends, family, public support) for the development of their ICT projects. Thus, the diagnosis put forward using this qualitative approach indicates that it is possible, from a regional development perspective, to combine the capacity for action of small and medium-sized organisations with the different forms of government assistance available in France, in the area of ICT diffusion and appropriation. A detailed analysis of the ICT appropriation processes employed by these organisations suggests primarily that public initiatives, which have traditionally centred on an infrastructure and facilities-based approach, are shifting towards supporting appropriation processes. It would therefore appear to be crucial to develop support for strategic and organisational initiatives that will allow the market’s relationship with ICT providers to be supervised. Ultimately, the originality of this work lies, firstly, in the fact
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Marketing places is becoming quite important nowadays to understand how local authorities try to satisfy citizens and attract visitors and businesses, through different kinds of events, urban projects, etc. In order to better understand the complex “ecosystem” of marketing places, this paper aims to develop an original theoretical framework based on services and experiential marketing.
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This paper raises the question of the usefulness of language sciences in better understanding the process of creating value and the differentiation in service activities. We shall develop the idea that written and vocal interactions management are of critical interest in improving the service relation management. So it’s mainly a theoretical contribution based on American and French academic works in the fields of services marketing and language sciences. .
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First of all, I’d like to go back to some key factors of the development of the metropolitan areas. These three factors are:
- the globalization process,
- the nature of services activities in terms of “co-production”,
- indeed, the process of externalization
As you know, these three factors are not the only one which helps to understand the link between metropolitan area and services activities. But the ICT have a strong impact on them, as an industry or as a pool of generic technologies: that’s the reason why I’ve tried to show in the paper the sense of the relationships in between: will these technologies and the industries linked contribute to the development of metropolitan area or not?
So my purpose is to demonstrate that these technologies are nowadays an important topic which helps to understand how services activities contribute to the growth of metropolitan areas.
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Professional Press
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This paper deals with a growing phenomenon in France: The City Branding.
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This paper deals with the situation of the French industry and the growing importance of services activities. To better understand this situation, we suggest to go back to Jean Fourastié, one of the greatest French economists.
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This contribution deals with the growing role played by cultural events and public arts in marketing places… "by night".
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This short paper deals with the Louvre Museum and its antenna in Abu Dhabi: What does it show in terms of the French cultural know-how exportation?
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High-Tech Service Marketing
Innovation and Technology
Service Marketing in the Industrial Sector
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