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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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1AsOq1EbBAYJubi4ehVi8XxuVm5wFTKhFqtEd1j+xvsvxBaamMWhb\/CqxnKZAaK8jYdftKiWcPhttjKkOeQqkXmbjNrlGOKU7j\/s3zRm7fwyaNVXWDx+S2vwH37afMNpuDvvaUIMKgE4lmxX1gF2Cbn4zcRLUJ\/09HrE6TKaAzpuvcb+g3\/4HQewfHHBLOeXB2tanTNjn\/CUID5PBH7IaVstieAPK90sb63pW\/0ub6sZNIHqwvmxdPnip4rdzIWFECslCCV17cYxrtIT4oa+Wq1bEPbvM0MDHzd0szPt156ebX8UM4pBqer7eXaqS3BuURrk2aTYixJpalTRtYOkfzYY4RQQ1aVRggvNURm8nb8yMQ\/x2SYZWugLHDpCcqzREZVaCHcG2twiDlBsM\/Y4+RTRGjXeR2mZxEWTYmDnmOKBoMcmK4fesIi+2AIsmsaNCBfrdhNrfGm2GQcJJ9oW35UcraD+sdWenQz3GVtNQSJhkz4fg8s\/lWZWbMM8Ad\/R\/buZ+RkJqo2KyVQnKuP2gffGn4Nm2yA0YWL+xnzyLsYUQHmPl2sZmN0vUmIXEp+HwF9Exb+L3vhhEv1WlpCugw7enb7xakIvFH+CGL9p5KSGXmU45yl3JTlDtWrblm8ACew9LiAuU5N3M79NlDtyHVXkcESzdCzhurV65QzLLGQtcpleHpGwOVDf7Sf6f4+MJR+N13tv34NEWeJ2EGfYklDbOqJ2v3MRCFHaAJ\/15LOCUSIETkTA8T4l8qhF3E3NP2d1iDHff8f\/Ku9X8bXk6WZBQsMUSXwk9BHIXgI8gni7SECCq7j66VwGLgcTUwHO6Wh225tGW1sGAoSh6UpBdTydFy4lY8qgK8kE3hLBEywANPtipw5YY3ooFmmxeF\/Ds6Bh+4S2ENnp4kY23uJsBy1jIvFCF5X5iKHpEixTvdyNkSNXxs3rat42GyWs9UMFrYp9dka8n3aD+yIsmxsBObjrT3iNYELmYb7vDJuhJr+zN7zAn2btOx\/iAI8C\/W26dTMTaoHFjD2Mgu\/CN2aUySMiyNkfp8fTKZM3Jm7Rf\/jrZlMboQHMdPtUjcdejD6mn7h\/vQQFA7A5mqdt4kVOExcKlUM\/rQjxM6E9RaBKP0Z2HCTWp9LGb+x5f4KiYpFLwr3eCJQvWaWmsH6nC0Ero\/RltM+VL668pDuEDrC6q0pc5ECOQwV1kgUwfFvuRh4I0gAxZp5UgOLgnBgsX9GdZPjOWduuPtKocVhgzDS9stasZCWmovlvPgKqUlkTxl+3FWAd\/CDi+1oMehDqHb15P2V1EgeiUnxiSg3sOzpizENXD80tuPgrRXOOF9Sxg+Kq5ahIFtwo+68QU67mgGUHGxnA9jEd2O5LpQc5l3yy5DpG6ZKvDiAZim+QMBlSNaLu9NLP3AwzqN6VaiLCSczzaKsW+Hj\/t6QMuzNYF9oC3d5dAFuaoMtWGP4whVkHKlR8P\/l2Y75dlf1kZ+aLz8IbHM7LM2gWA4FhQGu0MHZ8A+S0WtFr2ELZ+d63Fj0BDrgkhMcEiuDSEnXFsfQ2s\/cEzN9tWWnIy0\/LzsGpHNu9bHyjQcLBaGFw69TrtUaMmUPWZ+xxmHqzERPP921xTd5Um73v0WA1qyfI7U+ZoY1BWt7wvh3Qr58RTbkQ1dlDfL3gBrPRUOuOY6Rhlq5gI2cX2fBBfHb5RYbA+4nHlJDHmMmjcx9Fh4au7whgOo9pWxeE06YD6IUj1I9xF\/epd+woiMAMAOpuG9hf7ycEmWQu2gTgSM7RJZmdikmdKwkkMmfS5KUTVPMWdifE9Ivj3mgR6B3WeRjgk\/iqPY5aI3rbBPrGSYJfnuMALLaw4gWFCrDyzfU9FqOk9v131yx+sc2LdV2SNZbk\/eJIa8fzr2a0dgGrK0W9B72GrtdtmJfIstvNxP0g+NSUTCa3MAAUZn9YiRpr15I4k\/UIrZZRBpNeVyS+1DEViP1j89KzFCPPgvEbUMeQOtJ95j0eZU9GFNzXRzEgekBmqfFvy\/iRpX8aVuusX8ia1eR6w8yVjsAP8KpPeEWankZHhESbcmq1ahqKWJzOMW8WMScdakuplowP8ec5VPIlBCeT6dTY\/GZ24Cf+4etm8uyR+sAFjxnLV23tSLzTJlw47aaQ4tpKzlVkVo9bjzoexon7z4SB0\/uByk66aK5BPiJSwSSbHy3R1RDAOmYMnTXA7FGuDeDw5lZ0R1vNjcB1Q3DupRcJxOsGJZ3p4hcQ2d54UkkvSElEG4YtRUHcH0+XXCDk\/oXjUVxgN6So++\/eGbkBnB6GyCVLxdAbnQjlQJ1T5ZgKfPH+GIFmePUjVMu7vb1RAeH73PC1f3LtuyE0\/EH9d9HGcvl8r0tuQeeLLellhPdeN1KeF+3KPC0gCWrX2IoiPy9qqaZlC\/YH9ZFEutbxZSj3uYgFjtVRomxg9jSj4qVuHz5ccIFiufsx\/vSDXRbQ+\/S5FnzKcVlb4MSGKGnl7kBLd4zyfFlKli9nt1xNwQK3Ftb7i6RfBaKJG9fCLop1AIFml+Ig7ztgV8jwKtw5ZaNkiQneTB5WUrEdw6cJhRjCprMjFgkcyS2VMS8+UZTPs\/o6Q2vc5O7B7othdj3c0w5cVjtB6MPIUnlfVy5vCV0UaLx7GbQn9I2gkJTg+ALE7v3E1P+c0yiAqQJ\/gVGfnoMGGQhp5ijisEuC93\/UcyAknkcs4trkw7gsnEid8yrTmdzaQz6tsOhwpXMYIn3yUDmWvpoYqpeL6TmsGZTBxVZrWWlh4Bd3hdFK39oZjyh6gjzYweOHwsELF5FRXrs5bYXYzEoC\/FsyiCiLl5IGo3PxBK+rB7GsZ92DrQgxSy5\/W9coK\/UAQY54qvJazOgjUm8fKxGiQvn0LdLKmjzq7Jyu5JRrJ1A1d3CBUsTfIRMz5FdF7kfFiND0NT7+T1pAeK7pLht1DCLaMgiT+GFejmX8v2cmvIcAQY8r1HZ0mwVqSpQyyMCwYr\/NNqQePy05eiEGKGY\/3Sam54weZWk8GiYeAH1SbtfC1\/4a0p8og5\/Y37bBKB3zVJKH+tVvTXuCxauS9dzrlKKs6YpVRkGTCDgltlWFqOG6vu1wPkKfcwCVhaTDaCSSqlyuvEv\/i7aGolp75dgAX5GBWxLOFwxO95Zqy+WfJGezAnLSeheTGvk3oGTgAVIs9LeR\/KCm6xyLkkAoHjHFItbil7ahQObY2KEqzWq1rBfnWIkX5+RBZ\/beOohNb34PUWMqPqZfVbjIW\/aCBP7zB6yF5QySfyDfuRLDoP\/MxLac2Dm4GxZ3\/thDDO6GYAoQo+XDI\/HjYW66MThncdAVHYvxHTvbHF+K8ntNbdNTLOpwb5Cfj4PbO7CgGioGPgcfyYfqcYkteX6JB6r8bsIWMuARommsup292TExnSGGbFYHVo9nqbrGEACH7hfJspgBcdpYm+b86fyz+4l426JosYqi79\/+un+Vc9e51xyDdHTQQzjqYTtMFmhbqNMFtGB+\/jyNY8HAyipMejKn4\/WBh9bcavQ4cMa3ESE5ePXKaqWGQG\/hjP6TUv9+LXP2Oz+cazRlsT8omQCHcyAIUX3GWJr52lX9nARG+8+ScYWwtUjF4eWb9SA8quF7XgA0cjqkIbjuZyohdOFA6QfaZdfcCdfyWwcRODCOC1kCZGUcjgE9SGLxK4hLq6Yd3IEKAW\/KVcrhCnmWNQFJ9rG6ibX4icfOw9mtKjwe92vmJ9UGeBq++tgjHl9t+i3SWQama31clAT3jBzztthIHupdGDdZPtY7tcTIlZuMhDgNt98QmuMAZmcFVJ7xTuCWguUxRp+PpDV4E1phEmXv+pMhV1AMpK0h6y6Zu6kgGs20EHkMrKedn+eeV+xHOKKGo5Nv5DIdNOOXggJtJMTCGNO89bFaL8iBZxxwaBEllp\/GyX9gselyhvTwGYfqYyo37+deT\/Jvh7TvxvFIQu\/Td5TEaPlM97XDqogftZPzhRdo0cRYbW+nLZlxk1pcCUuKLmIQOw9Ipa4QQVTfHRHEzZPQAakAH67QHbT2sWAOuOdYSljOnxOaOgmHrFa2JDqgHzfiYPbeEnz8lbaBbvpzHlXCrAFot8SDaxMxdRhjel7FSNv7MM1sQm3YRgugeFqprJJVCONGxDMSABXtc1EQwu7JakU1PGQpZYULotZRJjKdXA\/K4X\/amyNXH\/MKyXwM8A1RPPhLj9D9DpNIMSBAs0e8FGAw4idCHtl9A\/u+eITPNIBjDIEl1I3WhW14iF6zzX3MZVc1ozsCHT6BviwDSfR\/FpGlqGa1zCqD6w9HqWeFwTCKeBKHxKQ9dQ24ictlhHHgFEkf1fAzpNnC+C7SlP+PgLH2LDhxNIMuXYHj8ZwQiCU8ieSClkIwSNx+P+zFAQSMOhwErdmnQmTuFZUq1m3aqaR\/3nFLb2IqlM4Mb7qURDcU83IQzfLpzrGaJyxa2+STQu+FZCr6USuoPQgRAXeIiefVW2KCVJe8CZ1QS0hVKxSzXG5YqbFELwArJsOadwfYwYlGw76Y0Muynxym9oBD72TmmfIia1\/8OzLV7Q+5iSVj02DuvqUeo2hy6IZ2oJmYdq+KG\/\/VmoqslGlWMWMKDstUaJ5ZvNEo+wcLUq\/ltMC4yBmbgk8M+1EaLbzYyY57kBUTDuJEgxNeQ6i5ntHlg3KIBMc94TwrxHkQ9bj36TWqefRmwAdz3dCAS3dUslgkIii+dyygFezc+ZSLkzRkmOfcYB4DxirJBwjjcj+lI7X0rgIr1yFStaqUgVG8HNN\/p0K+XAOeXQDL3LRipol9NzCTVJuqQQr+fWy0Pa2Z\/peu\/e5EJU08GaoFnnHkqEVAsxsTx9Rj+PBzHxjUPYV\/+CSaqhsuAEsuEneExcT1guuMcj0+65io4YmcjDjFrt69f2ieKhVf9w1IxlNo+amWts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