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September 13, 2017
Raphaëlle Butori is associate professor in the marketing department at the ESSEC Business School
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Eb\/Gy9MzAzgMSOBVwQnok5I+qVnRHljyfG1TNb0IpQKxnHZyTdTthtW1mAxYZHgfGm\/QrmKMTRcaB3+o+66VBxv7NNT1XfwWxswn1Sauw70cn4BL2HIubsJFM6vdsDJ9k8E5z1MuAcZ4yvUBRXl2APz\/XREREZgyiIXyviIO5HnYpAZTL\/Vklc+54hjufvnQj71xPdL1+PjL4+aAwnT4D7J5JxNHn2y+gu1598vOnj75W1huxN3OK1k+XMxFisgWTasELM+0c8B7R+yXUng2C8FiLbjVDizBZUK\/gFLdZWMt1aH8SR87kurMhyCO6XsctbrIsWu1nAWrhvG4CI5wmK6w0keatkWrjohzYLzgvZ6j86CMNHx04vKU0ybbEcH19Rmm2Jl68qaRb+X7OBmL9NOdHKlFC\/YcThkncjQvnYlnzogVHsD1ItpuNPWNs85JlcRYPv2+584cE55aKXE2OOxB2HdkCBcIvMChZQNZ1G+QkmOy7JGaMLzDDlhxTEFdpmfggzW+6p5IXS9Ef9xSAqL725sDdt9wDUhcGPymraSCX9MQw7QmapfGUW2XK5wfxSn6UdsmqPCCkcLtSTRCd7qnN1srZTVPLFAQhc218j24i73Pkhmk6mlLTgufMIxt5\/K0EslMtI6ueTtiMtJi7Es\/IbZ0O+ZDIhO5jYjF\/nA5A215ljW0OdWJNz5sFUuPQO2X+lOgSiV0RMpgTYa9A93YrSA\/FGweY+g1hB4LeHdsoRw9mlMqnoBBDDrCyDiQL5zTFuTex++d1Z6QWG2S2H4Dmz\/ULqDzywGp9O1mxIXKwOgi2KVFCQBRqHgbMExHDLTSWt93k28Fo0QUGHyhrsJtFijtTsO6ekq3YjDj1ElA3fTX4HKYpIUBZy+dOFBseoDO3HBeQacP3MWCxTu3f4khs2URnBjujD0C18T1KJWBVtEnZnsDvpIBgFJ2gC4CuzXMfBP55GE+3YWyD8CceMUU8GZnzi0yGG\/K\/nGtohFgGWKks8KLmOHMDe++AXM5aKumP8xMgQHwLVrTfeU1vLbNxwMM9PnPBQhLxVOEDPuN+p3woElDxnNjH24+4l+YCExy\/e2yPRDERjB0O+oDa847wZ6pZZzyef8kGieEh08mqjDNriSkoDr0G\/eWp4uD42xE90fJcLFrxGyCB1EXy2CvAbEA1vL\/JIoGsVbcp8Ig3dCjWoNHpt4cke3SsrPlV6NgHXVx5HvtU8T6UspHLGGfLPXYb+WzJcWPHy0ZDxks9CTLeV8uGq0VIRx+F6X4JH3N1bdtRqZwXYexvX6jBaT5Rt2J9i0RJDs4Cl7dAVt6aYV275NABnQgwNwdvwFmXuFhp7QKQHrS1ZviXZmcF2psN5XYxR\/iLRRk7DA9XYiDy29nk0NaINT8U+XyHPuawc88cwX\/TWmiHxG0ZN0\/0O1YGSOLhqg3hnS5f\/vZ+FV3Edr8RUh1Ano2\/qShnaIrUagWTdOb9qwY9Dek5SoH7MnS1DHdS83ua5rl1\/bg2lJ50wGD6nmkhEB1YUlfawdPIZfaNxo1iRlzZDqHBn724h\/+mLQR3JXOoO5VqDLKfwU0ILmeoIurWIjSfuzNeHl8Gvvd6awAl5xqfJORYUexHG9\/Jbi\/QomROsptYFP6zi0qrriddotQXgCCB8TUJv1d4Xli3yuQAmnXfxYYqBHtC4m7P\/fbUwyXmesvxvfq24Bp0BqzVmb+fbbI5icpNCFItqWXDEFfOeXrSOaeck3tq1uMApPtSVaM7SftTwHEBZnntsqnir3gdckQUcx\/ofXXeJ7LgOK\/BKPvS8Apd2N5EgTryzdFKixNzUqr+hjoZjE4EyOPAn45Ca6csvn1m8+vBDqc0\/C5TTkLDg8Y2WBfCpE34yA1zw7Q1Y1tsoMwbJd+HvugiU41uGvTdcAgJ5JCiQGN5YZIHymI84WDithg9GjoQS+oGgWg8FGTT8Jgo6zf21i2BSss1\/kcmPdr4r+Hyo6GYZ+ewZs0jUHREKc+9FpKeOvren\/aeFCnieiODapj5rrERFM6Sn6WJS2OY6zXDruZK+WA1gB806semrmD32gQ4M5P35YA02KFFBEV+3zJty9k5vldBHcdpVrXOqgZqWt7I\/\/HGXtT6bQYZbqnW\/PiMeJYogU0dGrJvpSU3Xk\/SNX8jHydBI7\/Sw9jcCWP5W1ShYm+Wf4I6XJecm8yD2L0msnqXgM6rQy+Yl6M8TFLHTHPA64tvCfAnPf3N8tUkBzJIVy\/oO937DMfx2H3fwhMk29r5Ob7I4XjC0EblgD1rczEg0SjRBq149txJSh9VgVfbIjMYNY\/GGL2AS86Bp56nwMcJN54x6oa9CQiMSPYEv\/p9PAFZwyUPga2TJ8m9gSHaYd\/xmQR2gE6Vai+tPSANfBPRZKxdITAl2uuHlzA6A\/wY\/rfsM8vV00HSzWLJEFT+NdwJaDaW6GET\/VYMJ9yGoMm4OoN4HqEQkpm0hs98AwnRJfF\/h6lOvtL6UPoLsx1vNY+EN438NJ7EafpAnGmJwg5mWq4hn6wc7BIBfrF76plij\/k7gX\/4SZ21XP\/6F0LJGhWu0SlVc0411KWOHd55CBT2sldGEN9f+ZMrRLnIEnAxzk866OKPQ5VmtvbrHC3YWBUt6i7IB91dO5xYd8klSyKDoWet3\/aQ7cr\/pC5HKSz95xlECHYyKNNr8vXQ6ENrp29tFSGPsMDELWxUh+ybZnmJbwS6fkBH5oxTsClJWQvgH\/UJupKEpLdWKS0k+\/CfhbG9YmPXYgBMQBS+vSYHbZV48f789n9iFLOxMKPIwh3IIdgqM8WQebaol7esnwR+\/uTWeoW2zZa4JU\/Y9F4DzbNL8gt9X43RpwOins\/ULR2Bq33zBbq1CXsOC3eg6xVczBvkEdnxsQU8KQgjVBvV\/z0Bh34nAGrsFxsttufEttcpU2L3Dj1ysaWJUhLbmmmBb27CpdacjSRJoqu3eoPgaIv5ty09Cmb\/QI8H5c9E8ptMfRK1prkzyLUWFxsqjDM7IAj2nEH0LmWhFzT0Qt4XtcXsaDEwjV5Y6RV3HhyVidDwj8K7G5mr+3aHhJBb\/pxM4bHBMG5hQgoXf87WzlDPcWtSgzA+xLE0Z5LIEzHjasEGbDw7B4C2rCIEN0R59RWYvfbJt\/8suE\/hJK+PCC5k9pODHBVFPJSJtkkZQzMnb077AbCwYltqRMqmGSo+F8DdE7T41pif1P\/08Can0fgVs8pkvvcpFj7PxlosllCLQIK57NZgibpoId755qk7sung0OMmU+ZhNvDOBnwjiDNt2wYwqyRG\/m9CC2cj5WgxAIb1v6uhZwsb6nAV4ZTqqUpgX8ibEBXBIR3tip\/1L0LJZmSrhG+rcyGyyrtcPG9qvPbCe0u5g+briOr5RxUAPC64jHg70ZCvOyKa1SV31HNPDj\/JiuVLGFeA4IE74h+zMDqLNabezNOb3EO8SgULU465JvTWdmlhZ0EayTwDlQTA3rLpSWPt52ewfqDp4oEAfHBsbCXjGciH9j3zlwzbcmyj6daO5HLZa0FwdjoXbPfV+LLo0p0LpCby9J8PQGL9mhjXr080LCb2Y9Y2tEHKVbiCSFSFrdt7cHEgMTntobxi1IqZRcpoGHOd1DrFySEBBprRKNRJZ6HJ+rFwrREv\/ZWSSFV0J5b7kwhztinqNZ8VGQ4M0CXiobDYS\/gBGWANWOPfMUGL6huAp3myoVKKxeNmaC+drclI\/4UOb99FmwdrIuA2WLYEWg4RZUNY5si5Z9tn\/7V2lRlPlwQcKzPsqt7YaeaXn\/btj0SfZCCUOIGB8ZFVBhrmt7oUSpR3lFZb0dJ9teR3CPrFbRHhqHmXuEQ8l8t9X6Th7NZvMQWZks4Q8XtPUEB980wUi4+l3MNj2UsfuGnod5tQ5dDUCgFVVGmJc6YXMnOk6040Pn5fAeX+Nz1Id\/D2bloacxPsNeWeFRtuDL7iDpmz3Ctf0muYnlVvFZjpxtQI3DLNEW0mNOqFkEL8iwjV8Y49cPtaMBPfa9bAkYJV9Jpa8yYdj2HgVtnpbeUpFESiZ0krqkCZurpSR3EuWofhL54C85Bla7fQxUCGSyOXAotzivkMAkm3QPQ7YBLHPsYZCwn09Ed\/ABvdGMnfO187FtCt08uAvgMWl79nkXmgNduxHNziAVi3CiQQAqBudGTYQGDfzSSQsNEUs9BZpk4gmxjFdGaLMcKUK+xZBBnKoneEVTstZZM\/N7Cep5ttG5xtUlCn7ZEroSufAW0pumy2Xk7L24YUgtT5UwxWN+uwtxZPFZU3oJnZx3Cy3Uw81V2wNPc+De7w3GGnf2H4009f7r0GNsOHGx4hk3znTUwiWRl9\/oc5PcY0mtcKZ38sAiajC+A6bdtDAk7LhpzRr1w6T8Jr8OWHZ41\/2UKstpe0s6wuLoukjnobcOP453ET6v1duj69VDnOKl5tWycIPInFz+jXJRRTmba8TaQFXt6zK086gnrI1Di4B8TwnS4HNh8Me9\/nfoDVAW2DsAVhNj77HZ5dUJZWNivIrb2VTAfOUmGiqCFl04y+ZlH+hitC5oJQR8SPEETXdj1hlx\/W4nkKBLzR\/vA1m87LMlQN9SdGra8qdXKBfJKDHVxhGCKGhjXQ\/fAX0qiIXZwr+rua\/2z07aHaoKECy7t52tT1wir\/dp2lbYdYJLKnKaFxngCSRvByZX7rJ2nfoINEJ0VZ6AfdvjybVwGF71WCulccXEVGKuBHgJ1IPt8frue8b4NFHosbLFSUSKZR3y8Z9ROqZcNHqUJvz3OOsA7d6WkhH9OdEyYcl9tjzjAcJRPNZNZqVmlKLGxWPfiLkm2heGm6WBDZCMeg0DoCPSStInH8WnWHeVGWrRPBL0msMIKea5MsuDs2dkYwnNxizfRa7+NyhsvGvz1VyehikYuXKR00PoQEkh8ffJ8h\/15c02jD0ybT\/QMMoHKnuL4ZfLGD4I1kJnGsr\/Xh2EkU+lH7fvL5wOiCwMj6cs5dDwwq5No6hF2wRAS0Tr+v6S+jn\/NkTydb48dE\/YyDsKootkr0LQkSUM4GdfHNoGMar20tbN3D\/nPqt6j2hPUkVpcvWylnqc2rAd6Jx\/2F94510JsQkHAUj\/8oSXpKRjqFbgP0nTRVrcr87ow9GmnOyG4\/TvRexQcwu4wdyg==","iv":"62a4d10578c6cab9e97a5520c8a4d92f","s":"3693259c7a54c4e0"}
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