No abstract

International audiencePurpose – In France and Germany, intergenerational housing is put forward as an option by publicauthorities. This kind of housing scheme seems like a good solution for seniors and young people, from bothan economic and a social point of view. But beyond this common philosophy, there are differences in the wayintergenerational housing is being implemented in the two countries. France mainly favours the studentseniorhome-sharing model whereas the intergenerational collaborative housing (co-housing) model basedon solidarity between seniors and families is gaining ground in Germany. The purpose of this paper is toexplore the reasons for these differences and present results from field surveys conducted in both countries.Design/methodology/approach – The qualitative methodology of the field surveys consisted essentially ofsemi-structured interviews with the young people and seniors living in these types of housing, in order tounderstand how they experienced intergenerational solidarity.Findings – The authors’ surveys revealed that certain conditions are essential for this intergenerationalsolidarity to be fully effective, notably voluntary participation and commitment to the project, and possiblyexternal support to ensure that it is designed and implemented in the best possible way.Originality/value – This paper provides useful recommendations for decision makers who wish to supportthis type of housing concept based on intergenerational solidarity

Few empirical studies cover the theme of franchisees' satisfaction. This paper investigates the impact of the nature of relationship between franchisers and franchisees on franchisees' satisfaction. Research data have been collected by surveying 400 French franchisees. Surprisingly, this analysis shows that intangible factors in a franchise system are as important as the franchiser's support or even more important than the support. The article discusses implications of the study's results for future research and for managers. The results suggest how to create a positive environment (fairness, communication, trust) which is related to ethical marketing.

Le handicap étant socialement et culturellement construit, cet article propose une synthèse critique des recherches en marketing autour de deux questions. Tout d’abord, comment le consommateur en situation de handicap est-il dépeint dans ces travaux ? Deux représentations émergent : un consommateur passif, cible de la construction d’une offre adaptée, et un consommateur plus actif qui souhaite s’approprier l’espace marchand. Ensuite, est-il associé au processus de recherche académique, dans une démarche participative ? Après avoir présenté ce qu’est la recherche participative, nous montrons que seulement une minorité de travaux relève de cette approche, et nous nous interrogeons sur les problèmes méthodologiques qu’elle soulève. Des pistes de recherches sont alors évoquées en lien avec cette démarche pour mieux connaître le consommateur en situation de handicap.

This article considers the cultural and social aspects of disability through a critical review of marketing research. Two main issues are explored. First, how do these works portray consumers with disabilities? Two profiles become apparent: the passive consumers who are targeted by the construction of offers that are adapted to their needs and the more active consumers who wish to play an active role within the marketplace. Second, does this academic research process have a participatory approach that includes the involvement of consumers with disabilities? After defining participatory research, we show that a minority of works applied this approach and discuss the methodological problems involved in its use. Possible future research avenues are then raised to improve this approach and thus attain a better understanding of the consumer with disabilities.