Columns
September 13, 2017
Raphaëlle Butori is associate professor in the marketing department at the ESSEC Business School
{"ct":"421JMdtpxzcAQjykbQybzOiZ0o0zG6ns3wYvzUGRAPjUSbhZiSObSiRk4d5Zy04l9WK0kOJArV3ba2G1YZ4T3sBKt\/n0axkthJ05t6y+dFsocVC40oQUnTcKqy36Z5QWgcEec+OCDCuuc0Fn\/YuNqQtRT5VtpSaWm+GvCRH4tzCP3FJ6NbsqhwSYwK\/Shg6pmmsM5gvfi2eXIxXe4Nkf+fc1aJ0Qxoq8dJzL6wU29zzystV0V\/zS\/li1NNVuk+0bimWXaAQ4ZeWzjBLVegA+aZ9Plci2rVng8zCscjRoMWA\/46ptW9vb7+e1T9cnCSxwp9RDuUb0Iu1W2OLDn3DqGoW0WkTskF4GxKpY8vn45xL2USZGxU9jkj2rbdHenVSCQ7qL2\/6hAD3+laVcqTPTb5pLMZGWfIm9\/neEjmUvI+1Qih5oeJjYE7iQZhJO\/4r4v2okT58PM5KpSynnPEs5YGNUPmIcnJe8ucU\/5mT+0j\/N6bpBgS0PezWV8knyTIWTSghZEuv7RNtVdOymwvM7Wbg82eyMJKuzJSnV9PEkx5kBjLUIsGPDrGHhKuYJgKV1grVZKmBKL380C5Ir0LUxXX14TmzuQ4wuYJ0AYf\/EROVFDJgeuZTkCGrGR0usS8Ncb+cFxGOCi4Ds6siFaV3\/TnHLgYhcZvucMfBH760EafqlBaaJAwsKcLfl1gxrpKcOKJl000YoXx+lm7mmVheU\/FDeCIcKd8gj0Ktm\/M+5ycOK+hBNO9JVDjIJGubsKzmJV9bhEJrI5sT\/XjFrsyyjeJlJ8uYUD6\/cA0ZPWeOvMkXiOP03bHznlakCChAX3ruFFUeQHEHg2lrO5k7pHnT7xe2trEptb4hkQ86u+uWN8X4Bb973G7xp79L6L15ZE0kzL7SUKvypQ3jmk5VWVnlcHv9XIm0eoTBM7qgjE6MlDkG8QtiRIVMKCCyInuPX85g\/GXezU6lPv6TgZ2j3\/TBYG9fx\/RP9AqPk4D9KBVxucMR\/PdJ3b8IPLe2ZihHAsG2hKDoJO0u8U9+7+R7QjaJPrCZyEvnqdra\/rjNEsKlt90DnOWjb2RWL1hBQ\/FqMuzYMgFX946vxlGSPyEWDCN1Axl9zQc2EU0vROPfacWvHgUYrbs5M\/oeM5TQJQnAZ3fur3Jls+0\/3JgR9dQQLe0LhJ8r3LJnonHypsVdTk43\/IwJCxPzQKpyGGxGVLsnxsAR9MJZw9hf+\/IGIWRuqIATuenfGr4tYcsLUeVyaC+G+1pUI03\/PtO+oW5eUtuMaFZ4Iqi9paa33VL+y0I4Vf69TdUORP+A4\/lXgpHCQMboaUDIa0gIiLxJQnWZIcsD+3xMTWiXtJ6aMJfpjlktMQX1S4eiy4ytAzUXLv6mhCdfWWeJdcd++d2X2jTd4G5hyUUTqHm1DBwemw+3TVrDGvvNkWi8FRE3uheg+YI5uyEqnwQcO8\/oWotlYtH3AvferGlKqJLnDqt87xfO+VmCO6Sce8c6Esbki29QfN1BRiMoNIstpczcVrsHGmpdPaW1W1W8aECjCERYkgwNGLZMiv9z5oq1Fq6UVhTlBWKF9B2Yef5CXHaK6HhFKiSfh2ZB4cag9nPfLjhCBrd9PKHel17nuGbgGvpZAV0PBEt2xW38kprnkEWqPOzOxdzLVR62SaedlJnMhM8AqkqaAIMHE8Ue1klLWpFnf3kpl8az1UtNJstMYc9q59lAHla7gU4YOp5v8b5foULavchZx09MFDdYjJa+JrBi0tpTx3MdwX7jbxCh01qBVR3SBV8esADS3PBWPaOR4JOoIEFHb8mRCJfjfZl+SW3sUQbDSxsxqi+mDHHktqJ1wSj4wqbHgBT7pPBACOiMghjBslZ\/OHMCSvosb4mDUI2qHyjDzJJyzxiHXfN4aW8zYNnlvzIribJaav6K5qltPv0aModIAvygmvfUs3M3YrtCf4MesFp57TN2L9Bz9aQbHigmrpEOW7l4KfvDwbnXgltbPAavGydqmEILx4KK5QVeY84kLVLguCD0e7\/VsY\/eI6EUhzIV8orNPkFO1Lw7iSWy6ggvgm63ztus7YrL+3sdNRk\/dukxUQIUq07TVYyf1M7JvbjCBvoxwwWjW7UdVvY5NkURV6Tm1I1ysEGg4JJ5rsthMNkgLc41PrNr9XNsG6Rtv\/zSahqBwZ0KSCUFD96Zn6bqo3bw\/7hSYdEjI0qhTwL\/59BwEEFlES4krRaMyzE2+r8XkdW99HodLEC+7eJa1GhLifCf3JYpU6\/rYzWpUaZsjivbwY8jmanedUspZzUGm\/+VonSgnEHQxowDgf+IjsUBGfj+q9KqXFoInYwzN0UwB1mf\/AoKGgH8ptcsRT4a5Ic+B1gOBE9Z6tAKeyXC51cSzXETWDCOi8gd45rkWsSyQy34xj\/xLmV8lkOUZHT4qAStMavE2WlbpH7DlYU0lM3I8gRAZ37hqLdWS5hBWTBZGXoIXeuiH49M\/MaUj1oByUgC1JAIWXPPVkAC4MIIEP+U2B8Vzp3ZWzq7ZGaY30JkMuyrfhAmszKyP8sLr5zImZE8JjLkaUVnzukaTBRUBKia0S8kGnQ5dsEEgJh4puqp5+XMz5LkPEvWXgyJysQSUG1FHjEcM+qa+u9R5RX\/Hmo23emZW+8lu7mSD+FDQBUYeECsxdiK+VNs9iDDAbOIxWxvq\/Z8x+X8Ze2E\/WAwMLPW0mWdqOX9WvAP01FN4sNeD0w59oSBXqErfZ6rKQRiQ2ujNi4HOaoQtnZnK\/Bv3XKnaWiN4ugMz557iVn5LgrAUfOTMEkBP+URKsxJ3bkpp5mQ7ReRiWA0x0fAVgyAn2TeouzL\/VNlrW0hKBw5q\/op0ob4rLE8WItA\/cumvibhfqv40D1AhamaiiWW1xg0L5ETyy3Kh83ewD2OqD0RHYx9bhTXW2SmdBGyNHMDDKVtFC5Z9l\/hWGGytn\/Vr\/JkOzz7BemiwWL9Xz+YdSwvJFKVb\/eaiAdCGIguQGI+6SUYvytOWpfDst1PZ1OBlmCgmHYTC5GP4HDgpZDuGzgQe7183XFUODT+5x6oDicqdLcyNI+g1Faekpknv8xC3tBvBd2tGIPQP2Rr7XvYjWFD2D5qL5PXGmnpUO6jDMr5uSNV34O7WnpPwp0wBPZaXoBM8+aWUPiQ\/erKXSnX4oNFtixWzEEKuOZ5I1R0gqQLOqrxUuA9DTQhtQwWwiYiLd8Ix2Tadu6hRL1OR3g9tIChy3PpSpEb5t45mLkjiPyjZ9LSS3lke+tg7nt2\/Mj4wu5AlrbC8LMo9uloDbwZqlDeRqbMhSewhCwTPSMQMAAqWeecoojqBfsZRnjmA2cXnAyQLOBE229qZhixsmFbjQKk6UB11odVvunNVy2OL9bm\/ak5K\/8fZZ7jO2CJUzXd2FRf\/blehMnBg8hiq6rWXXk1YzLPjxpk+yYp+oqYXo4OI0mpDVXk9hpkiJUZnpZZb7\/b3r0xrLg3rbg1\/dnzSzfUZJ1WhOHOrwWPBPD6icFEfQZRvSr\/6UfvTBI93tuPRftdfU8\/LFFMz4sqr3gkvnlm+uyZrbGCNQfZDnsm9yeJPl6LbkkG51I6Gqy5zpA3pZsrLvD4ylPfxHo8CZf9QJnrKDnm\/OKStC83wU00yOWvoE6u+yRVzcc5DcitCIoa8P7\/Q9uhqxvIj3gYdpXjTD7+IpzNj+fCSydPZn7KKdaaT2LT+hjj0Hwie8fSc4f4JXKRgfSbWpUKLqvZqKUApP22wgGH7ZYQoUXBhWz04puBh3ac2NRgZl0Ecjj+nMT3d2g28qscJFCThlbFYHd\/8BOkXa22ZkYM\/YXAoqSpS\/rb8b6w5NTMQvq6i3Vs1keO6H\/MsDrUYxlT6lAVL3HV4g7Uu8Godv1Pe4X\/yw5OMbIm9c35O0in851mWFTYCRE06osiOvrrLxvKrnGzGUYoKY717c3cd8edfob6NF\/o4JUYUdUTPBAOcjbiNxaBrDCyad2c57ukwpe87VI9a3Tqms\/uA\/btStSTGrTsnvIBjIBkzNg9UqvzqQtQOuYxHWbEqHQIiefbbuOtNSnCsu2LLcZJf\/UcNXl4lwBmLJUigGsjlsm0rxNovtKpg26I+Nudmpz\/L6rc2Bef89pAMUQLFMTKN6Wcuf\/enBi5gxLlc55MCdsLhkKkagJCGdKEG0xI5o6G8Rir93j0jqvgrRb83hMX5MeO4JA0uyxhPJjQ6aA1bXAG8UZSb4P6VGBXyBFfKrhx8DKz7DWAGh1l\/4xsn\/pngyNL5iDvHGGVhin2PzlleLCDCw+5bdd7lkCsv72TOHqZtSYpZIVejapOcyRgJ\/kE0blFd6N2+dLNPSzQ9DtZQ0GEbPmsqJG\/h\/sK+VWP3yVdnAlG9fAs4aEbLQ8Ec2wVuFmfymBIbxQ7+64pRw4BDIfDomQr5vV209L1iHv79YKTmQUoAz6bndW9vAEMau0+AVeBuupvHfRNNoH+GFhiIkxlqbKSRJa0jiIaTROBEkjYLOd7cEsHB27D6ah6gMKy8pXKQA5cbAalCpv0s59NPOP30C\/4e520zhh65brYDw75i3H1fpXIPpBSf5D\/+sXGS1tqm3rF80UAkJ4VJXR7jC1XSrM3EQvu\/iMKeLuDaBITYsaxbGs+7qjohsQ0I56dKppoD7TTDMCLlS7BgiuLnNW1+Qs\/g0+mSSR3il+agcQiH862xKHAQv7FoOzOb6VDB5NbZdjhfIoACCMGSxo5AfWR5KLhN9R3sAKrqf4h0hU8PA\/n2F8DgnqWEoG7mUa2inTHV5NB3wtNAmF8EzqB0BzrJ0JNhCsg+HPg4gxLyOBnP5vD7zswGTwceS3IwxzJEZd8K1fvDADXr80rsNxYATkES9y3REaJRdUly3hMzBQEW0zSktX6IXn7h8ANQ13K8+A8D8QMPTuLU8kUw2CX4KvIPZUDsVD0MAyYO0buvymeaX3+kNnR1L+9K4DGoblzAia\/NtsSxRvDwqPshdqrBybsKSBmp4jIERzD43bcrOyiBAzQ7Acjm05sSyNyl5Ho8nN3Nb42TME85khsHss0Oop77TvnGJoiWDam7tcEPcnwmydLESEDUorTfgl8N8BOMx89cx1+A6K3Wtq2uFkyM4oQ5YBYF4EDbPRQcuu3eWBOjFP6kHY15nr7OZjIbbViWJfohr0uTRwSFAdLDvI2QEGfsIo9XcACl2mUaoF\/ZUpzgaWPgbsPx6\/pT88IHl9lelVhhr7qFD9u8mkCM62xPjOrX\/hHmDDeSNE4WgeO7RjSIsFfNeqKQLRsHsJWnCD1l9yHoek6ayGjHmJv4KIZIOYEmXKEiLND6NrWcV9umjioV17cO0acZ+nRye90PJJbc7KydB40KY3eqWmW5Ze1xQXKhtH6WSNm6\/1c31Sr0hv8PF8YxzA9zandjS2pdnDAhIXmmNJQ9QQeR0Ed2QqV4\/P1r+XWJEFM+etoB72jMPGu7y\/ShElGb\/JCmVo1uN0xJD4\/nbh1RHCICsG1w4EojoOLM5xBBjO690eqOglKJsdtuYTwwYdDoOLGuyktolCq179YoJj\/G8JnQh4D7V9jdOwfLjciwkktPGM0J37RZK\/y9VVi33GPrwRuSe1WCzCQhk71eIG84mnvzLQ5\/3hcCIBd3lMzN948+m6kR5FZDGpm4UuuRu9fJt1cA9M3uPEcTuCVqYEpDT6F3FizaP0XJ6muEwRYAeJBeq6mE46aXlP3dGRWgJdZ6gOlwS9ZxSAiytNnegb1AcGbzZDwx2n0dhzBd92lrjOTxtMHftt0jn3AYPvrDK1kfgard3pKeg\/n8qBLqC9neYFAjCCSvsdpY8+ODZLixTPqByejKDB8eKBhm\/D4yJijYyZj2AZTO0iUomNPxL7ojRqOrHHAWePs0ZyFjBb0JTwkIhm7xNeFflHmiPANvz+mZvzQh4VOhQMW4vCbIdOL+9XhPu+7Eh6VJjlNiNUfyan0RC+nKDwunokTnO6HZsPZa+XM4Ar6G\/HCxpN3W8FMXWvRYBUuRtCbu5L5pp3RLX0UkSQpbpsTXRKNem40glG6UX63dgrEp6aIsJhdTNPeXVTTaH12Srt01F9NvGEE9il5O9D0hUcPqE4BVsfzIi3YiaZOf0OfLkTV21drhCUgSGFN5gaiAeFHlCbkhxAkKbHOp1h1s+Qy9XlcWxgM9lmZLAsrOgDRvcZDZSvBApel\/qX9CjoRyDRPmdcXUN8u1ZRTsITdCZVQE4zRRi5TiYftDkf4RS7BnWoRMiXi1cYwfeUHOKxeIxwh6hnUGyvTxfwxjLwR2F2u51nlb\/AKC19KTHoAb9MJtpLLC5HBK+GW8SM+bHjkhC5Dr+HjqK0kiTd76pyBOQUU254lTz9ThKO3HGXzQWUWGY85RPGj8ptW483Y6F9JsV3fAa0HZ1kL4LI82zH72GJOKU3NklvHihqcvY2mliLQHgRbqQrLruouaDUsakozbHTPDI3+GTDtwXBp3Vb4cQZczlH51ITP66nA146VUuFXsvqqky5\/AjMwJGBrXNvuKKA\/0Mv6Qq0iE6nW4UkgHCEUo04TbPUNsseY++KDJdD2lTqW2ZJU+F8FTwVXcoRKE2LVDPLAaxQMR55AxVwcru+NacaaiSW8bumMLR2dtcVajSiVxSjfFPXHn4T595u6KBe+Aeq4KaIPzGt9Ar9pddvJ2Djkdn1tZmS51ap1q\/B48PF40UPx+bnpxWF\/dH8ta7SEuz\/\/pWyNUcQeICdHV7Z+B3pf2T3iGYFjnghZOrXFmA7OOcVejyWIOm4+754eNxD4+tiuaHY+lMFTjtR6Tlr63zUggPAKyJxJ4CU131TZbXLjlo0NZBrFKy3ggCb6lDrbGZu7VXl\/VmnTHvCU\/tt096MYN0ABHGhvPGmY2POtQ6Kx+eirSW+2tjYjwMbgvmRjjuZPlEG82JUKoSMKamSb1EMl2LxvUcpDl4rR5VQfQvxghVi159resO5bk8fTpWoBkXevJS6dGA8wrqm2v0JTxObePuLTJrttwMUTwftgkNWJtCpBc2S81TBlh\/e27FwTfqZ26Y1GgJrpsPmz5+bzxrnO1XhtKAEb7m+RQ+\/rgF2KtLVfH\/SIuK5WArHYD8IyyKyID8sz+kfJ8Tyf2buqMd68h2\/24sZeD\/IJLpkxRc7eeR\/WGxhq0whS+sm\/xdf+pHOa2CSuc\/GD90N0UxWWZX75pLbam+t+Pj6kNkw+Gr4BXwg41F9mjmc8k8R\/9l0iTow3WzojCNpxeZma6jv\/XbwzZFPDs61QHUFx71tu7wSwuM616xrYppRXgtBwbfINk\/7EWmqhts5cpdDl085Grqc7ZVd2B9MgpHs0R1hwrNqhbvdoHOne8HXom8BSllGxcF6Ffx2uhhkL5PV1mVMNa3zXe5L4L5G1Iw18q\/w790bQ6bDnmLUobYTIXjVFmv12e9l5T+orHkV1RL6u0BIm6axyPRFJsW2y7cgnE5RyFY1bTP3\/zejqqBHvyIQX1\/7pJlro4sXR+0jsQuEM18rzf4BT52PGuxHX+kOb27Ula+skYq2SgGYnCExTQ8eFxEEBRNMO0RQRgM6yL57Lu5ZiSuIKK6y5cTGN+Ab8lZ5PdPVzXIAG\/NToorDAB404WfEqx87xOO8JccLzz8GWyfaHpu1E6IGrJ0Q1SoqqLNmyfeNh2996YSemDSqG\/Y6GsPbfdB\/a69MXKL5CHouFytMtWDpeAWHT3HCM2OptOH1cvcNjBl1BQeoULwN4xqFONQWa1oi4niGTpBTwAKJcmeSUWcqYopKxdFTT5xVNysY2tBNNzJKD\/YzGF+VuXoXV7TptnC6CsXKN3VhUTRGF\/6hskxA6OQFq5ZJGtRtTbs6QLuKNK2CTp5UQUEu4ePZwwyzLxY\/w4dzQefmieChYmwTjsPzUMNWTN70PYx8D\/VUfZmxA\/MW+6DPNeb7az7VvnAUKIzYPHSsRkGzJgoH4eVn+9DC1gS9Nf7+yLrJQfdJirHfsQwK6FeSPx79Q9q6RaqiSl9xrHOeWnDskNcSBZVNod\/vrPynvrgzM0c8AV8suZkru1N+mRJpXEyQzBP\/gTyJs+sEAWBFU6LRpil0I1BSdi\/oJ6e6Lc8pEX9tyCfrM0KIqx+oEXwL1h837Ko02Px4CbqC4h7mzXTIL7WZkQaxYhzv\/I\/7swlt5rI+Z6dkgi+xMmsPTYgbjLQ8jfEFjVxwbIJIbalE\/TheSQE5e4MLkjij+fEPaYDKDgxPBb1WTRAYuDdCrXVRITWiu4X+O06Ul58ipt2MJsPCC11ft8w3\/YwSk6NhUgMCQ4ykbZHbcgwMA4+0rBtZH0gPgwlNAB8aZTWkSkSggnRh1qBMcOTbBtZBWNa3Azbi+p2rCcPWG1c5LOoVYfvDclabBKYaesWIPIKdZJu5dOTEDgqsvaD1Su7aWR6n5bHXtxkVTd1KLN9iPU5KMkp7IEzqEvpxAJsRXDyLK6xtFB22ywSQT7A2VkG9QDRnjRWexuX\/3y1pSQB4OAzTMDIWyfaPWy5lQ+AJTjYkuekL8wL+oqZfi1lneBy6si1VG5+mMIvzssST++RhvX0kx4CT7l5DQ770QA2FgctPjDaak7M1qkhGYc3Yl8KXVySt2uuD1kmJLM89zQHbNyaHgWcMAFg3FLy\/FiGrA8jrVtgHVGdp8K+n0SS6iM9fGkDn8Ocnz19Di10iKNjZ1\/OYMamfHOoCK\/nEkD7iesrwivmlE2VyROYws9ze9ZlQoWFP1OeXYe34s8kEkVLRgAT6RAZn6wUlAq7Mjbw\/DY28GMPdU\/LKASLkoopJZnoRmb4tIUVWJt+DPx4oH6dzm2GA5pOGyQfGTwE4ewMMNum3Ydx\/8l8UVoGNitf1AV7ky9BDFUdf8rHbxWZPK8Q0aHdrzNoKyTkGFWQCLK9Sb7oTcwbO86fjlMzAu3ZKnwBw1jDuyB1i+pVwK1exBFght50PQbYzkzL1TxyDhgWE\/9apESGjKXY6kck+eCr2UvBAfKWPoZJK7YeIsIqfrqgTjCPOZHpCqDiXP1CpWhaIniWrWmRBqgfHsgSUme3lcrGzJr9+2BmIw23wgDAMl76YCOTbRkW\/Z3P1IEbB5tXDiSTBZM46u+rZNhz7qi2KKRGZh4nf0lbJHk69BkvjmC5nIwxhG1eqis\/nesX+EfpqyJA4nTpYHTwwEaKPU66SFzowiRgl6MVoNLu5Snf74OJ9ZIEuXaAJeP34RtLuY78yFX3H\/g6wxN5UsoztDBGCnmWU78b85d6JcezpnkB83wwJsuKUjOPEQMkcHk78lIIldlhRW9SMU7r\/ZZ82qJtBiyL5jLsmEzEKzKSxXixzO4bYTAiFgUvAlMnV+uwLjqLurXfKIC1h8HoY9w8HebRVLTZyePZzjVYv+2mQIRh+U7aBWSBAlH0B3WJWnRS2AibAkyV5TWFRmCTEdig4SZ5lOEq4BaP7Mh9F5xBIo13WdUgcymKYuA\/BUrorRi76OWnMiTc3j7rcKclmZNeN7+ZAifMlKw1kValMOM\/p82PWpAgUgs\/U\/jhlBDu0akZx3HpFUDiS6bua75Kb1PhMUOq+IhpXL8bYannmtjP6Il+9zJVwb5Rm4Y+KFkU+kNfS4r0eGCeKfzVqGgJCgO7VvBvWYdlNphvYbtnjF84DSyUJcWW9sU4DjDG0BN+XtGQjf8H7mtqwpM3ihUGpo2QO7pVbRfa0AXkAlsXZc2DxcGTRYAvMerbyCWm2BtyT7UnKVEclGp+aIBcPMpd40y1GUG9FdCIisN6HCLgrLRhrjbCOSXazkuLmOjpH6\/rA7gsAIU\/ozmEdMwKXO0QlmORayo9sVetWtmo5nXkvpH+uhpPntY0m6WgLNlJ8LgLf2Wasu2lYR6XX0\/iozVA08f+SS0RI5YLbgX27rk2WPoIzYKT1Blxn9QusrcB4BlgiceTKb9nWZA5K\/jmX0aXRYslkWqLnooiQekfcSfE9vjPtaQFA8VETSBOfuRV7MpiSrqN++9lwce6OAgB9mCqLod5dSNrLeGVK1xw02RiseBfSbYQznGXjtnq2XvNRODJRYpD84s5DkPkR4ecqZ\/mC5Bod68hBl+hPIr2lAV268aBCCXfQ==","iv":"bc02ca2e8cabb7aa925eeb27f2efec4b","s":"4f9ec0306c58df64"}
Share your thoughts. Click here