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The objective of this research is to explore the decision-making process of consumers when faced with food products that have values-based labels. An experimental methodology was used to test the impact of a label of origin guaranteed by the European Union, the Protected Geographic Indications (PGI) label. The reactions of French consumers to photographs of two food products were investigated with four different presentations: without a specific label, with a simple regional label, with both a regional label and the PGI label, and finally, with the previous two labels along with an explanation of the nature of the PGI label. It was found that the impact on overall quality and purchase intention emerged only when the relatively unrecognized PGI label was explained to consumers, thus highlighting the importance of building awareness of a values-based label. When it was explained, however, the values-based label was shown to operate as an effective market signal that generated both descriptive and inferential beliefs in relation to the products bearing the label. These beliefs in turn explained consumers' perception of overall quality and influenced purchasing intention. By investigating the dimensions of label equity and by explaining the mechanism whereby values-based labels are perceived by consumers, this research offers firms a methodology for improving the commercial viability of values-based labelling schemes. Policymakers can also benefit from these insights to develop clearer understanding of how labels are actually interpreted by consumers. Finally, consumers -individually and collectively -will be better served by labelling schemes that incorporate an understanding of their perspective.

Purpose The purpose of this paper is to analyze the level and forms of advertising in the French telecommunications sector between 1952 and 2002 in order to understand the transformation of the leading organization in the sector and its succesful adoption of increasingly sophisticated practices. The context of increased market orientation is examined to investigate how such practices emerge. Design/methodology/approach Extensive historical study of primary source material and secondary sources was conducted to develop acomparison of three eras. For each era, major changes in relation to advertising and promotional practices are identified along with key contextual elements to understand the relative importance of internal or external influences on the adoption of market-oriented practices. Findings Initially, advertising and promotional practices studied were introduced gradually within the state-run organization (1952–1973). They subsequently became increasingly important and systematic (1974–1985) before finally becoming those of a modern organization (1986–2002) in the competitive sphere. In addition to single institutional messages aimed at either consumer or business markets, more abstract forms of communication were used over time and publicity was increasingly targeted at different segments.The French telecommunications sector was aware of the necessity to engage in advertising and promotional activities prior to the existence of competition in its main consumer market. Adoption of such customer-oriented practices was more pronounced initially in the business segment. Advertising and promotional activities to consumers became increasingly significant as the administration modernized and developed innovative services. This growth in promotion and in its sophistication accelerated within the new competitive environment following deregulation and, in particular, with the growth of the mobile sector. Both the external environment and internal organizational transformations thus need to be taken into account when analyzing growing adoption of advertising and promotion. Originality/value This systematic study of the introduction of advertising and promotional practices in the French telecommunications sector highlights how public organizations can introduce practices linked to market orientation. In the organization studied, the fact that increased advertising and promotional activity was driven by organizational transformation in the second of the three eras studied indicates the importance of investigating internal influences and external factors such as competition.

Résumé En prenant appui sur le dépouillement des archives présidentielles et sur celui des fonds privés des principaux décideurs de l’époque, il est possible depuis peu d’analyser désormais avec précision trois dossiers clés du rattrapage téléphonique de la France : le financement de l’investissement nécessaire, le contrôle stratégique des moyens d’innovation et l’intégration organisationnelle des acteurs concernés. Grâce à l’examen détaillé des deux derniers aspects, cette analyse met en évidence les arbitrages qui ont dû être rendus pour réconcilier la volonté de rattrapage avec celle de doter la France d’une industrie compétitive des télécommunications. La réorganisation interne de la Direction Générale des Télécommunications (DGT) et le remaniement du paysage industriel français ont eu des conséquences majeures et durables sur les capacités d’innovation dans le domaine des télécommunications en France. Les détails des décisions prises, la manière dont elles ont été motivées et leur impact en termes d’innovation peuvent éclairer les décisions qu’ont à prendre les pouvoirs publics pour assurer la présence d’acteurs nationaux dans les technologies de la communication du futur.