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HEC-Ecole de gestion de l'Université de Liège
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Etude de faisabilité du développement d'une communauté d'utilisateurs pour une pharmacie en ligne telle que Newpharma

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Roux, Adeline ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 20-Jun-2017 • Permalink : http://hdl.handle.net/2268.2/2719
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Title : Etude de faisabilité du développement d'une communauté d'utilisateurs pour une pharmacie en ligne telle que Newpharma
Author : Roux, Adeline ULiège
Date of defense  : 20-Jun-2017
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Peere, Isabelle ULiège
Dubois, Alain ULiège
Gengoux, Gary 
Language : French
Number of pages : 107
Keywords : [en] community
[en] pharmacy
[en] cosmetics
[en] healthcare product
[en] loyalty
[en] interaction
[en] natural referencing
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] The project thesis exposed here aims at determining the feasibility of the implementation of an online community of customers for the online pharmacy, Newpharma.
The company has recognized that despite its good development and its promising financial status, the customers within the company were not feeling any commitment to the brand. In order to improve this situation, Newpharma's Chief Marketing Officer came up with the will to develop a community of customers to enhance the cohesion between them and the company, but also among the customers themselves.
Furthermore, being care-giving and people-oriented are very important aspects for a company working in the pharmaceutical field. Indeed, people are used to ask their pharmacist for advice and recommendations when they buy drugs and healthcare products. Developing a community would enable users to retrieve the tailored support that they commonly receive in their pharmacy.
The project of community would also have underlying goals such as increasing the customers' loyalty and enhancing the natural referencing of the company on search engines. These goals would be reached by developing the attachment of the customers to the company and its product as well as by stimulating the user-generated content. Finally, achieving these goals would lead to an increase of turnover and profitability for the company.
Through this project thesis, desk and field research have been made in order to determine the feasibility of it. The reading of the followed paper intends to clarify the final conclusions and recommendations that have been made in the light of this mission to the company through scientific research and analyses.


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  • Roux, Adeline ULiège Université de Liège > Master sc. gest., à fin.

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