Le prix Atlas-AFMI - European Journal of International Management lui a été remis par Ulrike Mayrhofer, Présidente d'honneur d’Atlas-AFMI.

Arthur Nguyen est Maître de conférences en marketing à l’iaelyon et membre du Laboratoire de recherche Magellan depuis septembre 2019. Il est responsable pédagogique du Master 1 Marketing, Vente.
Spécialisé dans les approches anthropologiques sociales, ses travaux de recherche portent sur la glocalisation et la dynamique du système de marché, une sous-branche des recherches en marketing, dans le contexte des pays émergents (notamment des pays asiatiques). Ses travaux ont fait l’objet de communications lors de congrès scientifiques en France et à l’international. Il a publié dans Journal of Business Research où il tient aussi le rôle de relecteur ad hoc. Il est membre du GIT-AFM Marketing et Distribution dans les Pays Émergents.

ABSTRACT - The Co-Evolution of Market Category and Actor Engagement in International Markets

"Research has suggested that engaging local market actors in realizing discretionary adaptation could help multinational enterprises (MNEs)' offerings appeal to local consumer cultures. However, current research does not account for the dynamic interplay between the market category to which MNEs' offerings belong and actor engagement practices. Drawing on a qualitative study of the emergence of Korean pop music (K-pop) as a particular music category in Vietnam, we reveal the process of co-evolution of actor engagement and market category. We focus on two local actors who have played a prominent role in creating the K-pop music sub-category: Vietnamese media and young consumers. We show that changes in interactions between these two groups of actors during their engagement with K-pop music lead to changes in young consumers' preferences, which, in turn, shape the evolutionary path of the K-pop music category. We identify three intersecting evolutionary phases: category assimilation, category problematization, and category detachment. Finally, we discuss the implications for research in international marketing, market categories, and actor engagement. »