You will first need to identify an article that has been published in a marketing journal included

You will first need to identify an article that has been published in a marketing journal included
in the CNRS list: https://www.gate.cnrs.fr/IMG/pdf/categorisation37_liste_juin_2020-2.pdf. Once you
have found an article accessible via Google Scholar:
Your essay, which is limited to 1500 words consists of four parts:
▪ In part 1, you should discuss the relevance of the general topic that the article refers to.
▪ In part 2, you should discuss the key results of the article.
▪ In part 3, you should discuss the managerial implications of the article’s results.
▪ In part 4, you should discuss to what extent your observations in the real world are consistent
with the results of the article (e.g., Are firms actually doing what is recommended in the
article? Examples of service firms that do a good/bad job with respect to the topic that is
discussed in the article? You could also explain what these firms do right/wrong and how
they could improve their current practices based on the findings of the article).
Your essay should clearly refer to the article without being too technical/theoretical.
Your essay will be evaluated based on the following: the depth and substance of your reasoning,
your ability to relate the topic of the article to the real world and to the material discussed in class,
as well as the quality of your writing.

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