Social media: a new channel of communication for luxury brands' customer relation strategy

JEL Classification System: M310With the arrival of social media into our lives, that made it possible to reconsider traditional marketing strategies. Various brands have created their own page on many social media platforms such as Facebook and Instagram. Despite this increase in brand membership, luxury brands have been reluctant to engage in new digital strategies. This project involves discovering the new relationship between luxury brands and social media. The goal is to show how the luxury world digitalized gradually, and how they are now getting more and more involved on each platform. Each social media platform has its own potential and luxury brands should use them in the best possible way, in order to seek profit and improve customer relationships. This paper attempts to understand how luxury brands can modernize their image through social media. It is paramount to analyze how they are targeting new generations such as the millennials. Audiences are no longer passive; they are seeking for commitment and information from brands Moreover, a comparative analysis between luxury brands and masstige brands will help us understand how collaborations between those two can be a benefit for the social media strategy in the luxury sector. Furthermore, luxury brands should engage with new social media strategies by using networks (such as WhatsApp, Snapchat or Twitter) that are not saturated by the fashion sector yetCom a chegada dos media sociais nas nossas vidas, tornou-se possível reconsiderar estratégias tradicionais de marketing. Várias marcas criaram sua própria página em muitas plataformas de redes sociais, como Facebook e Instagram. Apesar desse aumento na adesão à marca, as marcas de luxo relutam em engajar-se em novas estratégias digitais. Este projeto envolve a descoberta do novo relacionamento entre marcas de luxo e redes sociais. O objetivo é mostrar como o mundo do luxo digitalizou-se gradualmente, e da maneira na qual estão cada vez mais envolvidos em cada plataforma. Cada plataforma de media social tem o seu próprio potencial e as marcas de luxo devem usá-las da melhor maneira possível, para buscar lucro e melhorar as relações com os clientes. Este artigo tenta entender como as marcas de luxo podem modernizar a sua imagem através dos media sociais. É fundamental analisar como eles estão visando as novas gerações, como por exemplo os milênios. As audiências já não são passivas; eles estão buscando compromisso e informações de marcas. Além disso, uma análise comparativa entre marcas de luxo e marcas de massigenos nos ajudará a entender como as colaborações entre esses dois podem ser um benefício para a estratégia dos media sociais no setor do luxo. Além disso, as marcas de luxo devem envolver-se com novas estratégias de redes sociais usando redes (como WhatsApp, Snapchat ou Twitter) que ainda não estão saturadas pelo setor da moda

Widerstand, Opposition und Resistenz im Nationalsozialismus und in der DDR: Überlegungen zur Begrifflichkeit in vergleichender Absicht

Der Beitrag macht die erstaunliche Vielfalt der Etikettierungen oppositionellen oder nonkonformistischen politischen Verhaltens in beiden Regimen zum Gegenstand der Reflektion. Mit Ian Kershaw votiert der Autor für ein Analysemodell in Gestalt dreier konzentrischer Kreise. In den äußersten Kreis gehören alle Phänomen mehr oder weniger passiv-reaktiver Verweigerung. In den mittleren Kreis gehört eine Opposition, die das Regime zu einem Teil aus ideologisch-politischen Gründen ablehnt und zu einem anderen Teil hofft, es von innen reformieren zu können. Politisches Verhalten, das aktiv und bewusst auf den Sturz des Regimes hin arbeitet, gehört in den inneren Kreis. (ICEÜbers)'This article takes the often bewildering variety of labels, which in both regimes got pinned onto nonconformist and disobedient political behavior, as an occasion for fundamental reflection. Following Ian Kershaw, the author speaks up for a distinction in the form of three concentric circles. In the outermost circle he places all phenomena of a more or less passive or reactive refusal or resistance. The middle circle holds an opposition, that 'partially rejects the regime because of an ideological-political disagreement and partly hopes to reform it within'. Political behavior that aims actively and consciously at the overthrow of the regime, fill the inner circle.' (author's abstract)

Arendt and Kant: the Equal Others and an “Extended Way of Thinking”

Promišljajući o dvama velikim rezovima u ljudskoj povijesti u sredini posljednjega stoljeća, čije su šifre Auschwitz i Kolima, i istodobnoj krizi političkoga mišljenja, Hannah Arendt nije samo radikalno podvrgla kritici tradicijski odnos filozofije i politike, nego je i temeljito iznova odredila uobičajene pojmove političkoga mišljenja. Nije samo kritizirala odsutno držanje tradicijske filozofije spram politike, nego je ujedno za one koji su, ne svojom voljom, isključeni iz života političke zajednice zahtijevala uvjete za mogućnost participacije: pravo da imaju prava. Poveznica između krajnosti toga samo naizgled disparatnoga pokreta mišljenja nastala je u H. Arendt ponajprije iz osobnoga iskustva: osamnaest godina dijelila je iskustvo izbjeglica i apatrida, a kao “izučena” filozofkinja poznavala je kobno držanje filozofa kao takva prema politici. Kako se onda mogu povezati filozofija i politika? Kakvo značenje ima mišljenje za političko, a kakvu relevantnost političko za mišljenje? To su pitanja koja zaokupljaju H. Arendt i koja ona osvjetljava iz različitih perspektiva. Tragajući za odgovorima, ona se na koncu okreće filozofiji Immanuela Kanta. Ovdje želimo prikazati kako se H. Arendt kroz Kantovu filozofiju oprašta od tradicijske filozofije.In reflecting on the two major cuts in the human history in mid-20th century, whose codes are Auschwitz and Kolima, and the simultaneous crisis of political thought, not only did Hannah Arendt radically challenge the traditional relationship between philosophy and politics, but she also thoroughly redefined the established concepts of political thought. Not only did she criticise the absent-minded attitude of traditional philosophy towards politics, but, at the same time, she requested the conditions necessary for the possibility of participation for those who were, not willingly, excluded from the life of the political community: entitlement to rights. The connection, which linked the extremes of this only seemingly disparate course of thinking, arose in Hannah Arendt primarily from her personal experience: for 18 years she shared the experience of refugees and stateless persons – and as a “trained” philosopher she knew all about the fatal attitude of the philosopher as such toward politics. How, then, can philosophy and politics be put together? What is the significance of thought for the political and what is the relevance of the political for thought – these are the questions on Hannah Arendt’s mind, which she elucidates from different perspectives. In quest of answers, she eventually turns to Imannuel Kant’s philosophy. Here we wish to present how H. Arendt, through Kant’s philosophy, bids farewell to traditional philosophy

Routine molecular profiling of cancer: results of a one-year nationwide program of the French Cooperative Thoracic Intergroup (IFCT) for advanced non-small cell lung cancer (NSCLC) patients.

International audienceBackground: The molecular profiling of patients with advanced non-small-cell lung cancer (NSCLC) for known oncogenic drivers is recommended during routine care. Nationally, however, the feasibility and effects on outcomes of this policy are unknown. We aimed to assess the characteristics, molecular profiles, and clinical outcomes of patients who were screened during a 1-year period by a nationwide programme funded by the French National Cancer Institute. Methods This study included patients with advanced NSCLC, who were routinely screened for EGFR mutations, ALK rearrangements, as well as HER2 (ERBB2), KRAS, BRAF, and PIK3CA mutations by 28 certified regional genetics centres in France. Patients were assessed consecutively during a 1-year period from April, 2012, to April, 2013. We measured the frequency of molecular alterations in the six routinely screened genes, the turnaround time in obtaining molecular results, and patients' clinical outcomes. This study is registered with ClinicalTrials.gov, number NCT01700582. Findings 18 679 molecular analyses of 17 664 patients with NSCLC were done (of patients with known data, median age was 64·5 years [range 18–98], 65% were men, 81% were smokers or former smokers, and 76% had adenocarcinoma). The median interval between the initiation of analysis and provision of the written report was 11 days (IQR 7–16). A genetic alteration was recorded in about 50% of the analyses; EGFR mutations were reported in 1947 (11%) of 17 706 analyses for which data were available, HER2 mutations in 98 (1%) of 11 723, KRAS mutations in 4894 (29%) of 17 001, BRAF mutations in 262 (2%) of 13 906, and PIK3CA mutations in 252 (2%) of 10 678; ALK rearrangements were reported in 388 (5%) of 8134 analyses. The median duration of follow-up at the time of analysis was 24·9 months (95% CI 24·8–25·0). The presence of a genetic alteration affected first-line treatment for 4176 (51%) of 8147 patients and was associated with a significant improvement in the proportion of patients achieving an overall response in first-line treatment (37% [95% CI 34·7–38·2] for presence of a genetic alteration vs 33% [29·5–35·6] for absence of a genetic alteration; p=0·03) and in second-line treatment (17% [15·0–18·8] vs 9% [6·7–11·9]; p<0·0001). Presence of a genetic alteration was also associated with improved first-line progression-free survival (10·0 months [95% CI 9·2–10·7] vs 7·1 months [6·1–7·9]; p<0·0001) and overall survival (16·5 months [15·0–18·3] vs 11·8 months [10·1–13·5]; p<0·0001) compared with absence of a genetic alteration. Interpretation Routine nationwide molecular profiling of patients with advanced NSCLC is feasible. The frequency of genetic alterations, acceptable turnaround times in obtaining analysis results, and the clinical advantage provided by detection of a genetic alteration suggest that this policy provides a clinical benefit

Performance and cost efficiency of KRAS mutation testing for metastatic colorectal cancer in routine diagnosis: the MOKAECM study, a nationwide experience.

International audiencePURPOSE: Rapid advances in the understanding of cancer biology have transformed drug development thus leading to the approval of targeted therapies and to the development of molecular tests to select patients that will respond to treatments. KRAS status has emerged as a negative predictor of clinical benefit from anti-EGFR antibodies in colorectal cancer, and anti-EGFR antibodies use was limited to KRAS wild type tumors. In order to ensure wide access to tumor molecular profiling, the French National Cancer Institute (INCa) has set up a national network of 28 regional molecular genetics centers. Concurrently, a nationwide external quality assessment for KRAS testing (MOKAECM) was granted to analyze reproducibility and costs. METHODS: 96 cell-line DNAs and 24 DNA samples from paraffin embedded tumor tissues were sent to 40 French laboratories. A total of 5448 KRAS results were collected and analyzed and a micro-costing study was performed on sites for 5 common methods by an independent team of health economists. RESULTS: This work provided a baseline picture of the accuracy and reliability of KRAS analysis in routine testing conditions at a nationwide level. Inter-laboratory Kappa values were >0.8 for KRAS results despite differences detection methods and the use of in-house technologies. Specificity was excellent with only one false positive in 1128 FFPE data, and sensitivity was higher for targeted techniques as compared to Sanger sequencing based methods that were dependent upon local expertise. Estimated reagent costs per patient ranged from €5.5 to €19.0. CONCLUSION: The INCa has set-up a network of public laboratories dedicated to molecular oncology tests. Our results showed almost perfect agreements in KRAS testing at a nationwide level despite different testing methods ensuring a cost-effective equal access to personalized colorectal cancer treatment

Calcium Independent Effect of Orai1 and STIM1 in Non-Hodgkin B Cell Lymphoma Dissemination

International audienceCa 2+ release-activated Ca 2+ channels, composed of Orai1 and STIM1 (stromal interaction molecule 1) proteins, are the main Ca 2+ entry mechanism in lymphocytes. Their role in cell migration and metastasis is demonstrated in solid cancers but it remains elusive in malignant hemopathies. Diffuse large B cell lymphoma (DLBCL) is characterized by the dissemination of neoplastic B cells throughout the organism which is under the control of chemokines such as Stromal Derived Factor 1 (SDF-1) and its receptor CXCR4. CXCR4 activation triggers a complex intracellular signaling including an increase in intracellular Ca 2+ concentration whose role is still unclear. Using pharmacological and genetic approaches, we revealed that STIM1 and Orai1 were responsible for Ca 2+ influx induced by SDF-1. Furthermore, we provide in vitro and in vivo evidence that they are necessary for basal or SDF-1-induced DLBCL cell migration which is independent of Ca 2+ entry. We identify that they act as effectors coupling RhoA and ROCK dependent signaling pathway to MLC2 phosphorylation and actin polymerization. Finally, we revealed an alteration of Orai1 and STIM1 expression in extra-nodal DLBCL. Thus, we discovered a novel Ca 2+-independent but Orai1 and STIM1-dependent signaling pathway involved in basal and CXCR4 dependent cell migration, which could be relevant for DLBCL physiopathology