UPPSALA UNIVERSITY Department of Business Studies Master Thesis Spring Semester 2012 Marketing opportunities for companies backshoring to France Authors: COGNE Edouard GUYARD Arnaud Supervisor: OLSSON Ulf Date of submission: May 25th 2012 Abstract Purpose of this paper: This paper aims at studying which marketing opportunities companies back-shoring to France can leverage through Mass Media communication. Design/methodology/approach: 2 analyses are performed: a Media analysis studies the message that is sent to consumers. A survey is then carried out to discover how consumers perceive what is broadcast. Hypotheses are designed based on the former, and guide the design of the survey. The discussion and analyses are made under a marketing approach. Findings: The phenomenon is globally understood, but Media are not always necessarily the most appropriate tool for back-shoring companies to communicate about the three marketing dimensions identified during Media analysis: Made-in-France, Social issues related to Sustainable Development and the Impact of Political Messages. Research limitations/implications: The analyses are restricted to a study of French Mass Media, and of French consumers. Therefore, this study cannot be generalized to other countries. What is original/value of paper: This paper helps complete the limited literature on backshoring, especially in the area of Marketing. This study intends to benefit back-shoring companies willing to develop their marketing strategy. Keywords: Back-shoring; Marketing communication; Media; Country of origin; Sustainable development; Political intervention Table of Contents Abstract ......................................................................................................... 0 Acknowledgments.......................................................................................... 0 Introduction ................................................................................................... 1 Chapter 1: Media study .................................................................................. 5 1.1 Theory Media studies .................................................................................................. 5 1.1.1 Choice of the communication framework.............................................................................. 5 1.1.2 The dimensions of the message: Frame and connotation ..................................................... 6 1.1.3 Media influence and its impact on consumers ...................................................................... 7 1.1.4 Summary of key points ........................................................................................................... 8 1.2 Methodology Media study ............................................................................................... 9 1.2.1 Definition: .............................................................................................................................. 9 1.2.2 Research method of articles.................................................................................................... 9 1.2.3 Information regarding the sources:...................................................................................... 10 1.2.4 How was the analysis designed? .......................................................................................... 10 1.2.5 Final nodes ........................................................................................................................... 13 1.2.6 Evaluation system................................................................................................................. 14 1.2 Results of Media analysis .......................................................................................... 15 1.3.1 Quantifying media analysis .................................................................................................. 16 1.3.2 Node analysis........................................................................................................................ 16 1.3.3 Key findings of the analysis .................................................................................................. 19 Chapter 2: Hypotheses derived from Media analysis .....................................21 2.1 Preliminary hypothesis ................................................................................................... 21 2.2 Hypothesis 1 (general perception of the phenomenon) ................................................ 22 2.3 Hypothesis 2 (opportunities from Made-in-France) ...................................................... 23 2.4 Hypothesis 3 (opportunities from societal issues) ......................................................... 23 2.5 Hypothesis 4: (opportunities from impact of political messages) ................................. 24 Chapter 3: Survey among consumers ............................................................26 3.1 Literature review ............................................................................................................ 26 3.1.1 Country of Origin and back-shoring ..................................................................................... 26 3.1.2 Sustainable Development and Corporate Social Responsibility........................................... 27 3.1.3 Impact of political messages and back-shoring.................................................................... 28 3.2 Methodology of the survey for consumer analysis ........................................................ 30 3.2.1 Purpose of the questionnaire for the thesis......................................................................... 30 3.2.2 Choice of methods and strategies for operationalization .................................................... 30 3.2.3 Design of questions .............................................................................................................. 33 3.3 Results customer analysis ............................................................................................... 34 3.3.1 Results for the verification of Media analysis ...................................................................... 34 3.3.2 Results for hypothesis 1 ....................................................................................................... 35 3.3.3 Results for hypothesis 2 ....................................................................................................... 37 3.3.4 Results for hypothesis 3 ....................................................................................................... 38 3.3.5 Results for hypothesis 4 ....................................................................................................... 39 Chapter 4: Discussion and analysis ................................................................41 Conclusion ....................................................................................................45 Further researches ........................................................................................46 References ....................................................................................................47 References directly related with the body of the thesis ...................................................... 47 References used for compilation of the appendixes ............................................................ 52 References used for Media analysis ..................................................................................... 55 Appendix.......................................................................................................70 1 Acknowledgments We are particularly grateful for the help from - Virpi Havila (professor whose advises guided us in the definition of the problematic), - Anna Tyllstrom (for the technical advice regarding qualitative analysis), - Ulf Olsson (supervisor) and the seminars partners who guided us, - Gwenaël Guillemot (CESI researcher and author of researches on back-shoring), - Costanza Giancola (for her very professional and wise advices), - The friends who gave us advices on our thesis - French people surveyed, - Uppsala University, for the access to its facilities and literature database. Introduction The political campaign for 2012 French presidential elections raised debates on the back-shoring phenomenon. Media were frequently broadcasting news and opinions. It attracted our attention: if so much noise is made about companies bringing production back to France, what does it mean for firms’ marketing strategies? Henceforth, we decided to investigate this matter in order to better understand the phenomenon, and to discuss consequent implications for firms. We begin by presenting back-shoring in itself, before explaining the scope of the thesis, and detailing how we conceptualized and operationalized our study. What is back-shoring? This thesis will refer to the French concept of “relocalisation”; we first need to accurately translate it into English. The word “relocation” in English seems phonetically the closest to be chosen from; however, this word both describes a company outsourcing its production or services abroad and, a company moving it back. It therefore does not perfectly fit with the thesis’ intent; another solution would be to strictly limit it to the meaning of companies coming back to their country of origin. Jacques Belbenoit-Avich (2009) used the word “back-shoring”; it appears to be more appropriated to describe this phenomenon for it excludes outsourcing companies. (we provide more detail in Appendix1). Consequently, the following historical introduction, and the whole thesis, will use “backshoring” to refer to this concept. Historically, “Relocalisation” is far from being a new phenomenon: Mouhoud (2011), in his analysis, of the phenomenon described several waves of back-shoring. We noticed that France was not involved into the process of back-shoring until the 1990s. A glance at an international perspective is useful to fully understand the phenomenon. In the late 1970s, leading U.S. multinationals, especially in the electronics and semiconductor industries, decided to backshore mostly in the United States (Appendix2). German firms followed American companies a few years later, during 1980-1990. The factors that drove those back-shoring cases range from reduction of unit costs (through the automation of manufacturing segments), to a decrease in transportation and transaction costs (Appendix3). In France, “relocalisation” occurred during mid-1990s; it translated into an optimization strategy in the product cycle in computer, telecommunications and mobile phone 1 industries. A fourth wave started with companies of services, partially back-shored their activities like call centers at the beginning of the 2000s. Scope and purpose of the study: The literature does not extensively cover the phenomenon of back-shoring; publications mostly concern the reasons why companies come back to their respective countries of origin; a summary of this literature is provided in Appendix4. This preliminary study was an opportunity to identify that the Marketing aspect of back-shoring had not been dug into by researchers. We found this gap interesting: more specifically, our purpose is to identify core issues that may interest and benefit companies coming back to France, and provide suggestions on whether these firms should rely on Media in order to leverage the core issues identified. An original approach was chosen: In order to assess the abovementioned core issues for companies back-shoring to France, we studied the messages that Media broadcast to consumers. We first verify if there may be potential marketing opportunities conveyed by Media that would make sense for consumers; then, we can retroactively assess for each selected opportunity whether Media are an efficient channel of communication. Thus, although we seek to find solutions for companies, the empirical study is not focused on firms themselves, but on how Media could affect their marketing strategies. Media Analysis Media Message Consumers Marketing opportunities? Companies Figure 1: research aim of the thesis More specifically, we divide the study in 2 parts. First, an explanatory research permits to highlight trends and topics that may interest companies from a marketing perspective; it takes of the form of a Media analysis under which articles are weighted, connoted, and commented. Then, hypotheses are designed according to the findings: they aim at comparing what is broadcast by Media to what is really perceived by consumers of the back-shoring companies. Secondly, once the Media side has being covered, a survey is designed to perform this comparison: its questions are based on the hypotheses we want to 2 verify, so that the research problem can be answered. The findings of the survey are then analysed under each hypothesis. What message is sent by Media ? Media analysis Hypotheses development: Do consumers receive the same message that what is sent by Media? Are they favourable to marketing opportunities identified during Media Analysis? What message is received by consumers ? Discussion Analysis among consumers (Survey) Figure 2: Explanatory model of the thesis’ research problem Finally, after that each analysis has been independently presented, we confront them in the discussion. Then, we analyse how consumers perceive what is broadcast by media to answer our research problem. Research problem: The way Mass Media frame their messages related to backshoring can be used to identify key topics and dimensions that could be leveraged by firms as marketing opportunities. In the context of the thesis, a marketing opportunity is embodied by the dimensions that a firm can use to promote its products and services to consumers. In addition, we are also interested in assessing if Mass Media stand as an efficient channel to communicate those topics and dimensions. This leads us to investigate the following research question: Which Marketing opportunities can companies back-shoring to France efficiently leverage through Mass Media communication? We need to answer two sub-questions: First, are Media an efficient channel of marketing communication for companies? In other words, we seek to understand if companies should use other means to send messages to people. Second, what are the key marketing 3 opportunities that back-shoring companies could benefit from? Behind this, we want to know if it is worth investing in marketing strategies, which concepts focus on, and to which extent. Limitations: This thesis is focused on companies back-shoring to France. Henceforth, both analyses are limited to an analysis of France’s Media and consumers. It is risky to generalize the findings to other countries, since contexts are different. In order to increase clarity, we chose to present the other limitations of this study under each relevant part. Outline: Since the study was a two-step process, separated by hypotheses, we faced a dilemma: should we merge all literature, methodology and results, or would it be clearer to separate both stages. Saunders, based on Philips and Pugh (2005)’s recommendation, suggests that general sections may be “subdivided into one or more general chapters depending on the topic and the way in which [we] want to present [our] particular storyline”. In this regards, we articulate this thesis around 4 chapters. Chapters 1 presents all the parts for Media analysis: after a critical review of the literature, we explain which method we use and detail the results. Based upon the latter, we design the hypotheses (Chapter 2) in the light of the research question we seek to answer. Chapter 3 (the survey to consumers) allows to answer those hypotheses; to do so, we critically review the relevant bodies of literature according to Chapter 1’s outcomes; we also detail methodology and results. Chapter 4 allows us to step back and draw a synthesis of combined results from chapters 1 and 3. We draw managerial implications in the conclusion, and suggest further researches. Finally, the body of the thesis is addressing a business subject; however, we also covered key literature points related to various subjects like communication, in order to ensure the reliability of our studies. For purposes of clarity and transparency, we enclosed those items in the appendix. Links to those sections are made where relevant throughout the thesis. 4 Chapter 1: Media study 1.1 Theory Media studies The message is transmitted through Media channels to consumers (Figure2). In order to ensure whether our research model is reliable and could benefit companies, our original approach must rely on theoretical bases. First, we critically review the communication framework we use in our research model. Secondly, we cover theories and limitations to understand how consumers are impacted by messages, and how Mass Media modify their perceptions. Finally, we study if and how Media influence the consumers who receive this message. 1.1.1 Choice of the communication framework Mass Media is defined as “sources of information and news like newspapers, magazines, radio and television, that reach and influence large numbers of people” (Oxford dictionary). In this thesis, we will use “Media” to refer to Mass Media. We selected a framework of communication to support our research problem. It shows how messages are transmitted from Media (the source) to consumers (receivers). Figure 3 shows a simplified version of the Berlo (1960)’s communication model. We detail more precisely the framework and its dimensions in Appendix5. SOURCE Media, Politicians, Companies’ executives MESSAGE CHANNEL RECEIVER Consumer Figure 3: Simplified framework derived from Berlo(1960) How is it relevant for the Media study? Compared to other frameworks, Berlo(1960)’s framework conceptualized a feed-forward flow of information composed by the Source, the Receiver, the Message and the Channel; we purposely excluded feedback. In the present study, the source is embodied by both Media and the actors that journalists interview (for example, experts). The receiver is the potential consumer of the back-shoring company. Furthermore, dynamic frameworks suit Communication projects but may mislead the design of a thesis in the field of Business Studies. 5 We provide precisions on the source and channel in Appendix6. Limitations and implications for our study First, Berlo (1960)’s framework only takes into account the feed-forward dimension of communication: it implies that some elements like feedback cannot be studied. Nontheless, the quality of the study will not be directly affected by this characteristic, since the focus is set on a one-way communication process (Media-to-Consumer, Figure2). Secondly, the framework does not take into account indirect biases like context (political influence). However, such noise may affect final interpretations of results. To offset those limitations, specific biases that address our subject, framing and connotation, will be reviewed. 1.1.2 The dimensions of the message: Frame and connotation The following Media analysis investigates nuances of broadcast messages. Berlo(1960)’s framework sets the emphasis on emotional aspects of messages; in this thesis, we use frame and connotation to study the emotions sent by journalists. Frame: Media may focus on what public demands, like social issues. Press messages may even coincide with public opinion (Kisicki, 1993); in particular, journalists tend to select information they broadcast, which may influence audience behavior (Reese, 1996). Categorization of messages may capture it. Furthermore, Levy (1959) proposed that perception and purchase decision involved “implicit or explicit” assessment of a particular symbolism. In our thesis, journalist may impact receivers by choosing words or images (symbols). The Media analysis should allow encoding key patterns of what is broadcast. To better understand frames and symbols’ nuances, connotations may be applied. Connotation: Mick (1986) proposed that latent rules may alter interpretative responses. In this thesis, noise may bias the message in itself. Thus, the way messages are framed may influence consumer perception. Consequently, the analysis of messages needs to assess nuances in order to identify the relevant frames. Connotation is defined as “an idea or 6 feeling which a word invokes for a person in addition to its literal or primary meaning” (Oxford dictionary). Categorizing those ideas or feelings into positive, negative and neutral nuances allows revealing key trends that could be compared to the responses that consumers give, to find marketing opportunities. Furthermore, different channels have different impacts on both the consumers and marketing aspects: print media are more used for informative purpose than television (Katz and al.,1973). It follows that information will tend to be pushed to consumers through television and radio rather than by newspapers and the Internet – where people can select more easily the data they consume. Moreover, Danaher and Rossiter (2006) found that television and similar media tend to raise “top of mind” recognition of companies. In this perspective, and in line with Berlo (1960)’s Channel dimension, messages do not have the same consequences nor the same weigh depending on how they are broadcast. The core of the message interests us more than the sender: thus, only discussion, and not coding, will consider it; we encourage further researches on it. 1.1.3 Media influence and its impact on consumers Can Media influence consumers so that companies can use messages to modify their perception and behaviour? Hirschman and Thompson (1997) argued that television and press articles “act as informal advertisements persuading consumers to adopt particular lifestyles”. In addition, Cho and Krasser (2011) found that people interested in news-related Media are more sensitive to social and ethical issues when buying a product. Henceforth, it can be derived that there is room for Media to influence consumers. In addition, is the influence equal among consumers? Entman (1993) argues that different issues may be interpreted by receivers. The context in which consumption occurs impacts social groups' emotional reactions (Richard Elliot, 1998). More specifically, “cultural capital endowment” of consumers has an impact on their preferences (Wallendorf, 2001); the interpretation of meaning by consumers is determined by factors like rules, and context (for instance: cultural and social knowledge). Media analysis’ categories should reflect them. Moreover, Since a particular message can be understood differently by people, the survey 7 should be refined by subcategorizing population by variables like professional status, age, and district of origin. As a limitation, people’s behaviours may be affected by other elements than what is broadcast by Media. Indeed, communities share social bonds (Muniz and O’Guinn, 2001); moreover, consumers build their identity through the goods they acquire (Arnould and Thompson, 2005), and may indirectly influence their group members. Since communities can exchange opinions between them, Media may not be the unique way of communicating; consequently, a preliminary hypothesis to assess how influent Media are could be drawn in order to understand how much people rely on messages. 1.1.4 Summary of key points We based our system of analyses on Berlo(1960)’s communication framework: the message is sent by several types of actors to the consumers. Moreover, journalists tend to frame and connote messages. Therefore, coding should take into account those feedback and noise. In addition, Media is the only influential channel of communication. Moreover, each group of individual is likely to interpret messages under its own filter. A preliminary analysis should be drawn to understand how people rely on Media. In addition, the framework highlighted that the importance of channels should not be underestimated. Finally, theory guides our understanding of the general picture: it means identifying broad trends and connotations, and more specific themes as framed by Media. Those themes may lead to marketing opportunities for back-shoring companies. 8 1.2 Methodology Media study This analysis was conducted as an exploratory research within press articles, videos and blogs regarding the Back-shoring phenomenon. At first, this research should provide a good overview about what messages are sent by media and assess which topics are related to back-shoring. The analysis of topics should allow us to extract valuable marketing opportunities for the companies. A verification through a survey should be conducted later on to double-check if media are a good way to convey marketing messages toward potential customers. The content of the message sent by the media will be analysed through key main themes: context, comments, perception of the phenomenon, politics and social comments. Each of these main themes will be then subdivided in nodes by using the template analysis (based on King’s researches, 2004). 1.2.1 Definition: Categories: We predetermined categories in order to produce an efficient coverage of the press articles. Four categories have been used (Appendix7): context, perception of the phenomenon, politics and social implication and commentaries. These categories shaped the whole media analysis. Coding: Inside each articles, media discussion was subdivided into 16 different nodes, these nodes provide a deeper understanding of the messages sent by media. Further, each code were analysed individually to make observations about the content of the nodes (Appendix8). The template analysis method, in accordance to King’s researches (2004), allowed us to change nodes depending on its suitability with media's articles. 1.2.2 Research method of articles We first checked the archives of newspapers and media's (radio and television) website. Specific articles about back-shoring were reviewed. Key words about “relocalisation” were used during our research. In order to generate keywords, “back-shoring” was used as a reference word, to which other concepts were associated, investigation techniques like brainstorming, and tools like Google Adwords, were also leveraged. For audio and video contents, both web browsers and specialized websites were used. We selected articles published from 2005 to 2012. This time-line allow us to get a substantial and representative set of data. Indeed, the number of available articles before 2005 was limited; we thus set the aforementioned time restriction: Taking the few articles before 9 2005 would have been risky since it would have mixed the current vision of back-shoring with former waves as stated by Mouhoud (2011) – (Appendix2 and 3). In order to optimize coverage and accuracy, we read and watched 349 articles linked to back-shoring. This amount of data allows for a quantification of the qualitative analysis: However, some articles were considered non-representative – and were consequently discarded – due to their small length or inspired by others press articles and just repeating a similar argumentation. In addition, some articles were not focused on back-shoring companies issues, but referred to alter-globalist concepts (Appendix1). Finally, this set of 349 articles was reprocessed into a subset of 150 articles that were considered as more representative; more specifically, “neutral” articles were discarded. 1.2.3 Information regarding the sources: 1.Date: press articles written during the past 8 years have been taken into account. The aim was to see how communication was evolving over the years, and whether communication about back-shoring as a phenomenon was reducing or increasing. 2. Sources: various types of sources were used: Main channels: general press articles and TV news. For example: « Le monde », « OuestFrance », « TF1». « Le point », « l'Usine Nouvelle », « les Echos ». Blogs: written by experts on politics, environment, and economics. Information was stored in accordance, taking into account both sources and day of publication. Specific folders were created for each article in order to personalize the codification process. For example, a database of hyperlinks was built for each article found on the Internet. 1.2.4 How was the analysis designed? The software we used: Nvivo Although being a professional software, Saunders advised to use Nvivo (Research Method for Business Student, 2009). In addition, We have been advised by Anna Tyllstrom from Uppsala University in order to make our analysis, in particular regarding the use of the 10 software. Nvivo was particularly interesting since it allowed a double coding of each articles. We proceeded as follow: Both of us separately coded content (articles and audio files), and every 50 articles, we compared our findings and evaluation system, through memo writing and methodology assessments, based on Saunders’ recommendations. This double-coding technique enabled us to limit articles’ interpretation flaws, and readjust nodes. Furthermore, Pearson coefficient could be generated out of NVivo. It constituted a decisive criterion for choosing this software: we used this coefficient to assess the strength of correlation between two nodes; thus, we found this coefficient useful to deepen the analysis. The Pearson coefficient assesses positive and negative correlation between nodes. A correlation below 0,0 shows a negative correlation. A correlation between 0 and 0,5 shows a small positive correlation. Above 0,5, is it a positive strong correlation. This tool will be further used in this analysis to confirm our observations. Besides the main themes, we aimed at: -Achieving an efficient coverage of the press articles. -Interrelating nodes among themselves when links were being identified. Template analysis “A template is essentially a list of the codes or categories that represent the themes revealed from the data that have been collected” (Saunders, Lewis and thornhill, 2009). We found the flexible structure of the template analysis useful to gradually adapt nodes and categories according to empirical findings. It enabled us digging into backshoring’s main topics, and identifying them accurately. Most importantly, the system of categories used in the template analysis allows identifying Media’s way of framing messages. Dominant connotation Two different tools were used to deepen the analysis: a connotation evaluation system and a structured evaluation. Connotation was made for each node. By reading each elements coded within the articles, and based on our observations, a connotation was given to each nodes individually. Green observations have a positive connotation and red observations mean a negative 11 connotation (Appendix13). The connotation is highly dependent on our interpretation, but we believe the process we implemented should limit biases in the evaluation system. Observations: we use the structured observation system (Saunders, Lewis and Thornhill, 2009, Chapter 9) in order to generate comments out of what we observed. This structure uses frequency (how often was this observation made?) We need to take into consideration the following limitation: some nodes are bigger than others (they are coded in more articles than others); in order to offset this, we decided to apply the following proportional rules: Frequency are used to identify which observation is relevant to identify key trends. The way the articled were encoded differed from the traditional structured interviews: the latter have recurring patterns (questions of the interview), and answers can be compared the ones with each other; on the opposite, the structure of each press article differs, and each of them stress different sets of arguments. Hence, each observation was then compared with all the other observations in order to find similarities within each node. Quantifying a qualitative analysis: “It is indeed a supplementary means of achieving this, and there is clearly only limited purpose in collecting qualitative data if you intend to ignore the nature and value of these data by reducing most of them to a simplified form.” (Saunders and al, 2009, p.497). Accordingly, we intend to draw a picture out of the data we collected, so that we could make sense of it within the scope of our research problem. Word frequency: Nvivo allows for a word frequency analysis. We used this tool to generate main trends. This ranking system enabled us to spot which topic was directly related to back-shoring companies. Days of publication: An increase or decrease of the phenomenon can be observed through the days of publication. This information can be used as a trend. We used them in order to take out trends regarding the evolution of the phenomenon: does it increase or decrease? When does it takes off or lessen? 12 1.2.5 Final nodes Very importantly, and in line with Kisicki’s (1993) findings, final nodes allow framing the message broadcast by media. They include Context, Social and political issues, Perception and Comments. Context: Ambition of the project: This item takes into account the amount of money invested into a back-shoring project. We considered topics like fixed cost, including items like the purchase of a factory or investments in an automation process. This category also takes into account future investment-related items. Company background: we selected under this category companies’ historical information until the back-shoring process. Reasons of back-shoring: Under this category, we categorized all reasons why companies would back-shore; each reason was first separately analysed. However, we found out that this topic was already covered by literature and did not bring any value to the analysis. The data was gathered in Appendix-4 (4.2). Discussion about outsourcing phenomenon: This node aggregates the effects of outsourcing within French society. Social and political issues: Political intervention: Related items were coded when local authorities or the government were involved in the decision of companies to back-shore. It also included expected help from government. Our purpose is to check how far public authorities were involved into the back-shoring phenomenon. Made-in-France concept: This node allows to better understand what was linked to the Made-in-France concept into media talks. Quality was coded only in relation with Made-inFrance, and not with what was link with the intrinsic flaws of products. Protectionism: It was encoded every time the article suggested that rules should be made to favor companies back-shoring to France, or would punish those outsourcing. Ecology: This node was encoded every time the article mentioned environmental issues, within the frame of back-shoring. Reasons for outsourcing: This node aggregates the reasons why France is not competitive, or factors influencing company’s decision to offshore. Employment issue: This node aggregates all references to employment in the articles. 13 Perception: Over-communication: This node was encoded after reading the first 50 articles. The self-perception of over-communication coming from journalist is relevant information while analyzing the content of Media messages. Partial phenomenon: Two codes have been used: one was used for complete backshoring and the other one for partial back-shoring. However, after reading 50 articles, we decided to discard the “complete back-shoring” node. We only kept “partial back-shoring” as a node in order to evaluate journalists’ perception. Positive impact of back-shoring: It was coded every time that the positive effect of “relocalisation” was mentioned. Small Phenomenon: It was coded every time that the phenomenon was considered as “negligible”. Comments: Executives’ comments: These comments were made by CEO or representatives from the company. Political comments: This node includes all comments made by politicians talking about back-shoring. Specialist comments: This node includes all comments made by Professors, experts or professionals like employees of consulting companies. 1.2.6 Evaluation system Finally, we also self-criticized the way we made the analysis, according to Saunders, Lewis and Thornhill’s (2009) recommendations. The analysis of qualitative analysis dimensions may be evaluated as follow: Figure 4: dimensions of qualitative analysis, Saunders, Lewis and Thornhill (2009) 14 Structure: The analysis was structured by themes; it is not the highest level of structure since the nodes were determined after reading articles. By doing so, we kept to some extent a certain level of interpretation in deciding which nodes would better fit the analysis. The template analysis allowed a structure flexible relevant for our analysis. Interpretation: The way of coding relies on our own interpretation; however, using a double coding allowed decreasing the degree of interpretation of the analysis. Process: Finding relevant nodes for the analysis is more a deductive process than an inductive one. Other limits: The most relevant limits of the analysis, other than the ones previously stated, are written in this section. First of all, in line with the interpretation issue as previously described, we are conscious that another system of categorization, especially regarding connotation, could have been used. The choice was made according to the final purpose. Another problem was raised by Olivier Bouba-Olga (2012): journalists tend to influence each other; this implies that the same ideas, or ideas framed under the same way (as previously stated in the literature review) may be dealt with in several articles. This may affect the overall analysis. Finally, an idea or feeling is subjective; therefore, there is no one perfect way of assessing the connotation of messages. This has strong implications on the present study since those patterns will be compared to what consumers perceive. Accordingly, great care must be put on how Media analysis is designed. 1.2 Results of Media analysis Media analysis is composed of 2 parts: Before digging into the analysis of the written, audio and video content, we use the large number of articles of the comprehensive database (before reprocessing it into 150 articles) in order to take out key relevant trends. In the first part – with all articles –, we start by quantifying the analysis to grasp a general picture; in the second part – with the reprocessed database –, we go deeper by analyzing the content of nodes. We finish this section by summarizing the key findings of the analysis in order to draw relevant hypotheses. 15 Please note that percentages (…%) refer to the frequency codes or categories were encoded in all articles; figures with decimals (…,…) refer to the Pearson coefficient (see Appendix9). 1.3.1 Quantifying media analysis First of all, the numbers of articles related to back-shoring increased over the years. Even if back-shoring companies were a sensitive issue during the political campaign, it cannot be the only explanation since we observed an increase from 20071: this phenomenon cannot be considered as a political “buzz” effect. (Appendix10 ) A word frequency analysis was driven to extract key words related to back-shoring (Appendix11). “Quality” (mentioned 371 times) and “cost” (340 times) highlight two important dimensions of the back-shoring strategy of companies. Moreover, “Employment” (291 times) is strongly related to back-shoring. In addition, the companies most often mentioned in the articles (Appendix12a) will be compared with the top-of-mind companies mentioned in the survey (Chapter 3). A fullydetailed table (Appendix12b) was built in order to provide a better understanding of the phenomenon, and will be used during the discussion. 1.3.2 Node analysis In this section, a deeper analysis is carried out in order to understand the messages sent by Media. As abovementioned, this analysis only takes into account 150 articles. In addition, each node is individually analysed to extract relevant marketing opportunities for companies back-shoring to France (Appendix14). The back-shoring context category This part is useful not to identify potential marketing opportunities, but to better understand the phenomenon, and the way journalists frame general information. ”Reasons of back-shoring” is the most coded node. More than 82% of the coded articles are providing a list of reasons pushing companies to back-shore. From our observation, companies' decisions to back-shore are made in order to shed costs with the aim to increase the efficiency of the production processes (Appendix4). 1 The French presidential elections took place in May 2012. 16 The articles mainly mentioned that France developed a specific advantage to attract investments or that outsourcing may back-fire for companies. Moreover, putting in parallel the nodes of “background of the company” (30% of codification of all articles) and “discussion about outsourcing” (30%), it revealed a link between outsourcing and backshoring decision. Based on our observation under the node “background”, Media pictured out backshoring as a relief decision after a problematic outsourcing process. However, the observation made under the discussion about outsourcing revealed that back-shoring phenomenon does not reflect the economic impact of the outsourcing phenomenon. Finally; the node “investment prospect” (42%) show that back-shoring companies strongly commit themselves in investing into new infrastructure and automation process. Comments category This category coded who says what. Actors may convey marketing opportunities. All nodes are neutral. 17.93% of all articles have a quote on comments: journalists seem to use quotes to justify their argumentation. The three main nodes’value are unequal. The main node “executive comments”, is mentioned in 62% of all articles. Based on our observations, the executives comments are focusing on back-shoring reasons (confirmed by the Pearson coefficient, Appendix9, showing a positive relation between “executives comments” and “reasons of back-shoring” (0,26) and “investment prospect” (0,21)). Message conveyed by executives does not reveal marketing opportunities: Journalists only mention them to describe context for their company. Experts (33% of all articles) describe back-shoring as a small phenomenon, confirmed by Pearson coefficient (0,50). In general, experts’ quotes are focused on the back-shoring phenomenon: less significant relations with the nodes “over-communication” (0,12) and “potential growth of back-shoring” (0,17) was found. Experts, contrary to executives, tend to observe the phenomenon from a macro-economic perspective (they describe general trends). Message conveyed by experts does not reveal marketing opportunities. Finally, political comments represent a smaller node (18,67% of all articles); we would had thought this node to be bigger due to the political campaign. From our observation, political comments seem to refer more to the Made-in-France dimension and not directly to the back-shoring phenomenon in itself. In addition, political support is coming from both left and right political wings, hence revealing a political consensus. 17 If, experts are not very useful for marketing opportunities since they relay backshoring’s negative points, political actors are interesting to relay messages like Made-inFrance. Perception of the phenomenon category Is the phenomenon described positively? If negative, companies may face difficulties in leveraging back-shoring as an efficient strategy. It does not represent an important part of messages sent by journalists (12. 34% of all coding, Appendix15). “Small phenomenon” was the most coded node (32%) with a negative connotation (Appendix13). Since the phenomenon is perceived as small and is negatively connoted, people may be informed of its negative sides. From our observation, the limited enthusiasm of executives and the limited job creation may explain it. However, this negative connotation of the phenomenon can be balanced by the positive connotation of the node “potential growth of the phenomenon” (Appendix13): based on our observation, we noticed that the current wave of back-shoring is considered as a recent phenomenon; it contradicts theory (Mouhoud, 2011). The node “over-communication” was also negatively connoted. People may feel harassed by over-communication, especially due to the increase in the number of articles. In other words, this may reduce the interest of companies in using Media in their Marketing strategy. However, this absolute observation needs to be relativized: this node was coded in only 6,67% of all articles. Two observations should be verified among consumers: first, most of the companies (Appendix12b) are those providing goods (93%). Second, the reasons why companies are back-shoring is most of the time related to cost. Finally, back-shoring is much more described by articles as partial back-shoring (16%). Media do not extensively refer to complete back-shoring (the node was canceled since less than 10 codes were found). From our observation, companies tend to keep simple tasks in emerging countries, and skilled labour in developed ones. Politics and social category This interesting and significant category (37.49%) should highlight topics to be used for marketing purposes. 18 Made-in-France (48.67% of all articles) is one of the biggest nodes within this category. Almost 50% of articles related to back-shoring also refer to Made-in-France. In addition, Made-in-France appears to be positively connoted (Appendix13). From our observation, Made-in-France positively impacts company image. Strongly related to highquality standard and specific know-how, those last 2 dimensions may be exploited as marketing opportunities. “Protectionism talk” is quite small (14,67%) and negatively perceived (Appendix13). It is related to Made-in-France not as a corporate strategy, but as a political issue in which political actors try to keep companies producing in France. Hence, it is not a marketing opportunity, but a threat: Companies may face a risk using patriotic feeling in their communication. “Political intervention” node is strongly inter-related to back-shoring companies (46,67%). Indeed, there is an important political discussion on whether companies should receive a financial support or advantages from public authorities. Based our observation, government aids (Assemblée Nationale, Appendix13a) is often mentioned. However, political intervention was not positively connoted (Appendix13b): it may appear to be an unmerited assistance for companies. Finally, people’s perception about the following sensitive issues may lead to marketing opportunities and is worth investigating. Employment appears to be a major theme within the articles (78%), confirmed by word frequency (291 times, Appendix16). More jobs were destroyed through outsourcing than re-created through back-shoring (Mouhoud, 2011). It matches Employment’s negative connotation (Appendix13). “Ecological issue” is not very linked to back-shoring (12,67%). However, some companies (Majencia, Appendix13a) use it as a marketing strategy. 1.3.3 Key findings of the analysis Media analysis provided us with knowledge about back-shoring to be compared with people’s perception. a better understanding of the phenomenon: it may indicate whether media are an efficient channel of communication. Minor threats were identified: Media analysis also revealed marketing opportunities that back-shoring companies may leverage: First, Made-inFrance. Secondly, sensitive issues under a sustainable development strategy both in term of 19 employment and ecological perspective. Thirdly, the impact of political comments that can influence people's perception regarding other issues. 20 Chapter 2: Hypotheses derived from Media analysis In this section, hypotheses are designed based on both literature and Media analysis’ results (based on our research model, figure 2). A short written explanation is provided for each of them. In addition, a table summarizes how each hypothesis will be validated: “Theory” column presents the area of the literature that was critically reviewed in order to 1) ensure that the hypothesis makes sense for the companies and 2) to have a frame to guide the analysis and design of questions. In this perspective, this step is crucial to accurately design the questions of the survey. “Media analysis” column (the messages transmitted by Media) shows the items that can be compared to the “Survey” column (what consumers perceive). In this last column, we designed questions according to the hypotheses we want to test; those questions are then ordered into a survey to consumers (Appendix17). First of all, we draw a preliminary hypothesis to verify if Media is the main channel of communication through which consumers receive the information. Then, two sets of hypotheses are designed: hypothesis 1 aims at knowing whether the phenomenon of backshoring is known by consumers. Then, hypothesis 2, 3 and 4 dig into the dimensions identified during Media analysis; by assessing them, the aim is to identify marketing opportunities for back-shoring companies, respectively related to Made-in-France, social issues related to sustainable development, and the impact of political messages. 2.1 Preliminary hypothesis Is Media the main channel through which consumers receive the information related to Back-shoring? First and foremost, it is important to assess to what extent people rely on Media; the answers will affect how reliable the study is in the end. To do so, both theory and analysis of consumers’ answers can be used. First, it is important to theoretically verify that Media does have influence on consumers; this was in part done when reviewing the main literature. Second, a double-check process can be carried out through a survey in order to assess that Media is not only theoretically, but also empirically a predominant way of communicating messages to the surveyed consumers. 21 Media are the main communication channel able to influence consumers through the lens of the 3 criteria under study. 2.2 Hypothesis 1 (general perception of the phenomenon) Before analyzing the three aforementioned dimensions in detail, understanding whether people fully understand the phenomenon is crucial. Based on theory previously identified, we compare the key trends identified during Media analysis with what do consumers understand about the phenomenon. Hypothesis: People’s perception of back-shoring corresponds to what is broadcast by the media, and to the broad features stated by the theory. Hypotheses 2, 3 and 4 allow diging into the problematic: After ensuring that Media does have an influence on consumers, and that people broadly understand the phenomenon, each dimension that may lead to marketing opportunities is then analysed. Each time, the 22 relevant categories and connotations identified during Media analysis are compared to questions asked in the survey. 2.3 Hypothesis 2 (opportunities from Made-in-France) First, as for the first hypothesis, awareness and perception of each criterion are tested. The patterns of connotations will be compared to people’s perception about the topic. The following items should be asked to consumers: First, Media analysis revealed a relation between perception of Made-in-France products and quality. Second; Made-in-France was positively connoted. Finally, what may be the implications for purchasing behaviours. The final aim is, consequently, to understand whether the image of Media is consistent with the theory, and if consumers’ answers are consistent with what is broadcast by Media. Hypothesis: People’s perception about Made-in-France is favourable and fits with what is broadcast by Media 2.4 Hypothesis 3 (opportunities from societal issues) Social interest issues, connected to sustainable development, were identified during Media analysis. We draw the reader’s attention on this connection with sustainable development: not all social interest issues are concerned. Therefore, we must begin by defining what we intend by those two concepts; each definition will be developed in the literature review. Two themes and their connotation were clearly identified during Media analysis: employment and ecology. In the scope of the present thesis, they can be used by back-shoring companies in their Corporate Social Responsibility policy, as a comparative advantage 23 (Ingenhoff and Sommer, 2011). In addition, a firm’s positive image may turn purchasing behavior into favorable actions for the company (Sen and Bhattacharya, 2001). Hypothesis: People are conscious and favourable about social issues related to sustainable development in the context of back-shoring 2.5 Hypothesis 4: (opportunities from impact of political messages) Political connotations may influence consumers’ perception (Noelle-Neumann, 1973, Gerbner and Gross, 1974). The present study was carried out under the context of a political campaign; Media analysis revealed that the number of messages regarding back-shoring increased over recent years; among them, politically-motivated arguments like Made-inFrance label or government measures for encouraging back-shoring were identified. Frequency, connotations and trends can hence be compared to what consumers think. The hypothesis must lead to managerial implications, in line with the capacity of the company to use political messages in some way – if the hypothesis is confirmed. Hypothesis: People are conscious and favorably sensible to the political messages and arguments 24 In Chapter 2, we used Media analysis to design four hypotheses; The first one addresses how the phenomenon is generally perceived; answering to the three last hypotheses will allow us to analyse the marketing opportunities identified during chapter 2, through a survey based on hypotheses (see figure 2). In the next Chapter, theory related to these 3 identified opportunities, as well as methodology and results of the survey, are presented. 25 Chapter 3: Survey among consumers The hypotheses drawn upon Media analysis will now be verified among consumers through a survey. After reviewing literature, we present how the survey was conducted. Finally, results of questions that are relevant to answer each hypotheses are disclosed. 3.1 Literature review We first review Made-in-France (under Country-of-Origin); secondly, societal issues and Corporate Social Responsibility; Finally, key researches on the impact of political messages within the context of our thesis. 3.1.1 Country of Origin and back-shoring Country of Origin will then be referred to as “COO”. Made-in-France refers to the concept of producing goods in France; since literature that interests is limited, we linked it with the concept of “Country-of-Origin” (the country in which goods are produced, sold and shipped). Previous studies were carried out in several countries and may not apply here (for example, Bangladesh and China). The following literature review serves 2 purposes: a) understand previous studies in order to better design the analysis, and b) understand Made-in-France implications in the context of back-shoring. First, we assess how consumers perceive it. Then, we review how consumers associate Made-in-France with quality, and their purchasing behaviour. It may affect companies’ marketing communication, and their strategic choice of emphasizing the know-how as a comparative advantage. Consumer perception of home-made products Is there a general trend regarding Made-in-France? Consumers tend to prefer products manufactured in the country-of-origin (Elliott and Cameron,1994 ; Samiee,1994); we are aware those perceptions vary between products categories (Roth and Romeo,1992). Consumer perception and quality Several studies showed that product quality may influence consumer perception; however, they were carried out in specific countries: Bengladesh (Biswas, Chowdhury and Kabir,2011), Australia (Dagger,Raciti, 2011) and US, China and India (Fetscherin and Toncar,2009) and should not be generalized. We can take out that a product from 26 industrialized countries are better perceived than those from developing countries. Thus, we expect French-made products to be perceived as better quality than Asian-made products. Effects on purchasing decision making Researchers like Usunier (2006, 2008), and Samiee (2011) disagree on whether COO really influences consumer behaviour. Nontheless, Koschate-Fischer, and al.(2012) found that “COO cues influence not only consumers' perceptions but also their actions”: the more favourable the country image, the more likely they will choose the related product. 3.1.2 Sustainable Development and Corporate Social Responsibility Social issues linked to Sustainable Development can impact companies’ image and be leveraged through a Corporate Social Responsibility (CSR) strategy. First, we define both concepts; then, we ensure that they are relevant for companies (consumers’ perception); finally, we study how it can benefit firms (perception; purchasing behaviour). Definition of CSR CSR is largely covered by authors like Carroll (1991); the ethical part of the identity is the most likely to affect corporate image: it is defined by Balmer and al.(1999, 2007) as “a relationship between parties within a community of business and social exchange” and fits with Berlo(1960)’s framework. Very interestingly, Argenti (2007) argued that business is now an important topic covered by Media. Definition of the selected issues for Sustainable Development Sustainable development is constituted by 3 inter-related pillars (social, environmental and economic) defined by Durif and al.(2009): The economic pillar is defined as the capacity of executives to allow a sustainable performance in sales for the company; in other words, the company must produce efficiently and respectfully; it is company-centered and will be indirectly referred to through the 2 other pillars. The environmental pillar may concretize itself through companies’ internal processes and quality standards with respect to the environment. The social pillar ensures the well-being of all stakeholders. Employment and ecology are linked to sustainable development strategies: employment refers to social and economic pillars; ecology refers to the environment and economic pillars. Comparative advantage of social issues How can social issues benefit companies? First, Johnston (2007) argues that messages may reflect societal issues. In parallel, Ingenhoff and Sommer (2011) argue that competitive 27 advantage could stand as a reason for CSR activities. Developing a competitive advantage from issues broadcast by Media may benefit CSR. In addition, Ingenhoff and Sommer’s empirical researches revealed that companies believed to be most effective at communicating CSR messages through direct company information (45%) and TV (41%). CSR and consumer perception Corporate messages and reputation influence consumers’ perception on product quality (Brown and Dacin, 1997); they may also impact their perception on other products of the company (Biehal and Sheinin, 2007). CSR and purchasing behavior Reputation and trust can greatly influence the decision of a buyer to consume a particular good (Stanal, and al.,2011). Furthermore, corporate messages can affect purchasing intentions (Sen and Bhattacharya, 2001). Even if we cannot affirm that what is broadcast will influence what is bought, it seems interesting to understand back-shoring companies’ potential consumers purchasing intentions. Finally, frame can influence decision-making (Price and al.,1997). Henceforth, assessing consumers’ perception and purchasing behavior may lead to interesting managerial implications. 3.1.3 Impact of political messages and back-shoring In this section, rather than a detailed analysis of the common bodies of political communication theories, we critically review the basic theories of political communication mechanisms in order to understand the role of politics in our research problem (figure 2). Political influence and consumer perception In the context of politics, Media has an impact on public (Noelle-Neumann’s, 1973; Gerbner and Gross, 1974). Moreoever, people’s main considerations and judgments about issues may be influenced by journalists (Iyengar & Kinder’s, 1987); therefore, political agenda may influence public perception. The opposite is true: audiences’ opinions are often correlated with issues broadcast by Media (McCombs and Shaw, 1972). 28 Limitations: However, on cannot affirm that politics does manipulate public opinion: receivers’ could interpret messages differently from what was emitted by journalists and politicians (Wettstein, 2012). In this regards, we need to assess consumers perceptions on this topic regarding back-shoring. Political messages and Third Party influence Media influence is further amplified by the concept of third party influence. “Communities of critics” (Chen and al.,2011,p.131) can greatly influence consumers’ perception about companies. Political actors stand as an example of third-party actors. Third Party principle also impact purchasing decisions: “both the content and context of product ratings were found to significantly influence consumer perceptions” (De Mayer and Estelami, 2008, p.1072). The role of third parties (be customers' reviews or political comments) seem to influence consumers' cognitive perceptions and choices. Political messages and efficient channels of communication Through the concept of “applicability” applied to how journalists frame the news, Price and Tewksbury (1997) advance the idea that messages may suggest connections between two issues: in other words, the receiver may connect two particular concepts in a same message according to its own interests, even if there were not directly linked together. How is it relevant for companies? People watching a Mass Medium (such as Television, perceived as a powerful tool for communicating wide-range messages, Oates, 2008), they may connect a particular connotation broadcast by politicians to the phenomenon about backshoring. To sum it up, it is important to know how people receive the information, and who they think are at the origin of the information, to assess the impact of political messages. 29 3.2 Methodology of the survey for consumer analysis In this section, we detail the way we designed the survey to answer the questions raised by the previous hypotheses. We used Saunders’ “Research Methods for Business Students” as a reference book: all the assumptions on which the tests and design of the analysis tools and methods are based on its recommendations. First, we explain our choice of surveying consumers. Then, the methods and strategies used for collecting data are detailed. A specific focus is set on how the questions were designed, as it stands as a major risk of receiving inaccurate information. Finally, we draw some limitations that should be considered during the discussion. 3.2.1 Purpose of the questionnaire for the thesis We intend to generalize to France key results from a subset of French population. The design of the survey is based on 1) the findings of the qualitative analysis and 2) the reviewed literature. The aim is to perform a descriptive research in order to understand the underlying trends among customers. Special care was brought to the covering letter: the aim was to induce people to answer questions, and at the same time not to trigger in their mind any cue that could influence or bias their responses. Limitations: The questions asked are dependent to what was previously observed, through both theory and our Media analysis. It means that the survey is bound to the hypotheses. 3.2.2 Choice of methods and strategies for operationalization Channels We chose two ways of collecting data: On a total of 457 ‘valid’ answers, half of it was collected through self-administered questionnaires (Intranet-mediated), and the other half through “structured interview” (on-the-street survey). We initially set a target number at 384 answers (according to a 5% significance threshold as proposed by Saunders), and collected 16% more (457 answers, excluding the one we discarded). 30 Such a method was chosen since each channel targets specific sets of audiences: asking questions through the Internet requires computer-literate individuals; hence, it must be completed by a channel that can reach any other individuals. Other factors were affecting the choice of our channels. In particular, the time available for data collection, due to the logic of our analysis, was optimized as much as possible. In accordance to Saunders' recommendations, we allocated 4 weeks in order to collect and process data. We flied back to France in order to carry out the on-the-street survey, while collecting the data on the Internet. We are aware of the limitations of such process: First, duplicating the channels of collection doubles the risk of biases during the data collection. In order to offset it, the survey was a two-step process: first, after designing the questions, we checked the relevance and biases we could have missed by submitting it to our supervisor (Ulf Olsson) as well as to other third parties (close friends – this point is further developed under the title ‘primary network’). The official version, launched after corrections, has been adjusted based on the received feedback. Secondly, it complicates the compilation of data for the analysis. To avoid any mistake, we rejected all answers that would be incomplete: We only kept what we called “valid answer”. Representativeness The representativeness of the sample has been checked to ensure as reliable results as possible. Similarly, we discarded every questionnaire that was either incomplete, or with flaws. The graphs and tables are available in Appendix18. SPSS was used in order to ensure that the population basic variables (age, professional status, gender and districts) would ensure a safe interpretation of the results: - Regarding age, it appeared that people aged 20-25 were more represented than the other strata. With a mean of 38.64 and a standard deviation of 16,05, the distribution is slightly right-skewed: it does not perfectly follow a normal curve distribution. This may be explained by 2 facts: first of all, we chose to gather half of the answers through Internet-mediated surveys; second, by the structure of our networks, even if great care have been put on discarding potentially-biasing groups of respondents. 31 - Regarding professional status, executives and entrepreneurs are under-represented, whereas employees and students represent the majority of respondents. The other strata are more balanced. This limitation needs to be kept in mind in case of discrepancies between status’ answers. Moreover, we decided to follow the INSEE classification of activities in order to categorize the status of the respondents. This classification did not perfectly fit with the purpose of our study; we therefore slightly modified it: one category (farmers) was included into employed people, and one was added (students), in order to better fit with the characteristics of the target population - Regarding gender, the sample is well balanced. - The District variable will be further detailed; the two selected regions for comparing some questions, Pays de la Loire and Nord-Est, respectively represent 33% and 39% of the sample (154 and 176 answers). Characteristics of the respondent: The surveyed population was French people: they are the potential consumers of backshoring companies. Regarding geographic repartition: A perfectly representative sample would have been either to gather as many answers in two regions, or to gather the same number of answers in all regions. Regarding the first case, there is no proof that people who are living in one region had grown up in it; for example, students and workers may have moved very recently from another place. In this case, the basic assumption would have flawed the analysis; the second case was, obviously, not possible for a practical point of view. Therefore, a compromise was made. On-the-street surveys have been equally split in two regions. Lorraine (comprising Moselle, Meurthe-et-Moselle) and Nord districts (Appendix19) were chosen for their greater exposure to outsourcing compared to Pays de la Loire districts of Mayenne, Maine-et-Loire and Loire Atlantique (Appendix19). Such method aims at identifying potential biases that people could have if closely-related companies would have back-shored. As a limitation, it relies on the assumption that people are more sensitive to events happening in their close environment. Other limitations and potential biases 32 In order to avoid biases, the respondents that could be influenced – like close friends and related groups - have been methodically discarded. The links to the Internet survey were broadcast through targeted e-mails; it helped ensure that people belonging to the “external networks” (see below) would be the ones answering the questions. As said earlier, even if an online collection tool would have been easier, it would not have permitted a real quality in answering the open questions. We also put great care in not targeting a particular stratum of respondent (for example, only turning to students from their university through mailing lists, which would have eased the collection of data), with the aim to collect as representative a sample as possible. 3.2.3 Design of questions Appendix17 shows how we designed the questionnaire. We followed the Dillman's (2007) classification of variables: “Attributes”, “Opinion” and “Behaviour”. Indeed, “attribute” questions are used as a basis of comparison to understand how opinions evolve among the surveyed sample population. 20 questions were asked to respondents (Appendix17). In order to carry out as objective a test as possible, we used several types of questions: Open-ended questions: they allowed to understand deeper underlying thoughts of the respondents regarding the dimensions under study. Two open-questions were asked and aimed at: - Gathering the name of companies having back-shored to France - Understanding which association were the respondent making with Made-in-France Closed-ended questions: list and category questions were used. Rating and scales were not adopted for the aim was to verify assumptions, and not to assess their depth. In order to offset this limitation, special attention on designing unbiased questions was set, notably through the aforementioned preliminary questionnaire testing. 33 3.3 Results customer analysis In this section, the results to the survey questions are analysed under the frame of each hypothesis. The number under parenthesis next to each question refers to the order it was asked in the questionnaire. As stated earlier, this order is important to avoid potential biases during the collection of data. Each result’s graphs and tables are available in Appendix20; the relevant graphs and tables are ordered by question. The results are presented independently from Media analysis. Both results are compared, analysed and discussed in the 3rd chapter (discussion and analysis). We provide results for each question under the frame of the hypothesis under which we designed it, as we mentioned in the hypotheses derived from Media analysis (end of Chapter one). 3.3.1 Results for the verification of Media analysis Are Media the main communication channel able to influence consumers through the lens of the 3 criteria under study? Theory showed that new-content Media can impact consumers’ actions and perceptions (Hirschman and Thomson, 1997; Cho and Krasser, 2011). We also wanted to assess it in the context of the present thesis: the scope is to verify if and to which extent our sample’s respondents are influenced by Media. The following questions intend to assess 1) how people receive information about the back-shoring phenomenon and 2) who do they think is really at the initiative of the message. By which type of channel have you heard about back-shoring phenomenon? (9) In aggregate, respondents declared mainly having heard related news through television and radio (34%) and written press (44%, comprising blog, written and web newspapers), word-of-mouth channels (comprising professional relations, family and friends). Within written press, first come web newspapers (24%), then written ones (18%) and finally blogs (2%). This analysis was then filtered by age: surprisingly, young people do not tend to inform themselves online more than other age ranges (Appendix20). All other perspectives, filtered by gender, professional status and district, revealed a general coherency of results. In other words, it reveals that no specific channel is preferred by one specific segment. Henceforth, television has the best reach for all segments. This general coherency was not 34 previously assumed by us, especially regarding the Internet channel, which we had expected to be much more favored by younger people. Which actor do you think predominantly communicates on this phenomenon? (10) 59% of respondents declared that Media were predominantly communicated on the phenomenon. It was then followed by political institutions (21%) and companies themselves (20%). It therefore confirms the legitimacy of Media. In addition, there is no clear trend showing if political actors or companies’ executives are at the initiative of the phenomenon. 3.3.2 Results for hypothesis 1 The following questions aim at investigating if people’s perception of the phenomenon corresponds to what is broadcast by the media, and to the broad features stated by the theory. In order to more precisely assess how people perceive back-shoring, questions 5 and 7 were used to cross-tabulate other questions. Do you follow economic news? (5) 79% of people declared following economic news. We had expected such results: people show an interest in economic news; if people who follow news-content Media are more sensible to social and ethical issues (Cho and Krasser, 2011), it confirms that the three Marketing dimensions may be impacted by the Source of the message. Are you in favour of back-shoring? (6) In accordance to our expectations, a striking 97% of people declared being in favour of back-shoring. In other words, people perceive back-shoring companies in a positive way. People are likely to be sensible to social and ethical issues, and if people are in favour of back-shoring. Have you previously heard about the phenomenon of back-shoring? (7) we assume that there are several levels of understanding of the phenomenon: superficial and deeper stages. The deeper the knowledge, the more accurate the answers to the following questions. This is the first level of understanding. 81% of people declared having previously heard about the phenomenon of backshoring. Among the people who followed economic news, approximately 85% declared having heard about the phenomenon. 65% declared so when not following economic news. It may indicate a broader coverage in the economic press, but likesumption is risky due to the 35 presence of many lurking variables (for example, people may be more aware of the phenomenon since they are economy-savvy). In any case, the results are coherent with the expectations following the question “do you follow economic news”. It can be extended that 85% people who are likely to be more sensible to ethical and social issues have previously heard about this phenomenon. Which actor do you think predominantly communicate on this phenomenon? (10) The aforementioned results can be presented under another perspective: the majority of people (40%) declared that neither companies nor politicians were communicating directly. Altogether, this majority is not striking, since it is then subdivided to political actors and companies’ executives. Do you know at least one company having back-shored to France? (11) Only 24% of people declared knowing companies having back-shored to France. Among them, the top 6 top-of mind companies – out of the 41 mentioned – are Rossignol (22%), Renault (12%), Atol (10%), Décathlon (8%), Smobby (4%) and Geneviève Lethu (3%). Both graphical representation of this selection, and the complete list, are available in the appendix. These results will fully make sense when compared to the qualitative analysis ones, in the discussion. It is interesting to note that at the exception of Geneviève Lethu which employs 45 people, the other ones are large companies (Smoby, Renault, Atol, Décathlon, Rossignol – the smallest being Rossignol which employs around 1600 people). Do you think this phenomenon mostly concerns companies providing goods or services? (12) 79% of people primarily associate the phenomenon to companies providing goods. People, although they do not know the details of the phenomenon, still have a pretty good view of the phenomenon. This statement may also indicate that back-shoring would more benefit companies of goods. It may be explained by the fact that the latter are producing tangible products, which are easier to conceptualize in daily life. Putting this in the light of the question “do you know companies having back-shored to France”, 83% who had declared knowing companies were considering them mainly producing goods, against 78% for those not knowing companies. In other words, people who know companies tend to consider companies mainly producing goods back-shoring slightly 36 more (5% difference) than those not knowing companies. Although it may indicate that the companies who sell goods are more mediatized than those producing services, it is too risky to infer anything from this comparison for such a small difference. Do you think companies partially or completely relocate their activity? (13) 86% of people declared that companies do not back-shore completely. People seem to be conscious that they do not completely relocate their activities. 85% of the people who declared following economic news perceived companies as partially back-shoring, against 89% for those declaring not following them. Despite the fact that people following the economic news tend to less consider partial back-shoring then those not following it, the difference is not striking. The difference is more significant when cross-tabulated with the question “have you previously heard about the back-shoring phenomenon”: while 85% people having answered positively considered more partial back-shoring as really occurring, it was the case for 92% of people who had answered negatively to the question. Although the difference is not striking, the combination of both results may indicate a trend showing that people who are more aware of the phenomenon and of the related social and ethical issues tend to consider relatively less companies as partially back-shoring. Do you think that there is over-communication on the subject? (20) 92% of people think that there is no over-communication on the subject. 3.3.3 Results for hypothesis 2 The following questions aim at investigating the following statement: People’s perception about Made-in-France fits with what is broadcast by Media. Why do you think companies back-shored to France? (15) Quality (26%) was predominantly stated, directly followed by Made-in-France (19%). The following stated reasons are Problems (18%), Delivery time (16%), Government help (15%) and, Costs (6%). Very interestingly, it fits with the literature on Country of Origin which correlated the Made-in-France concept with quality (Fetscherin and Toncar, 2009). 37 In spite of slight differences, further analyses refined by district, age and professional status proved to be homogeneous. In particular, differences between Nord-Est and Pays-de-laLoire region range from 1 to 4% (Appendix20). Do you relate this phenomenon to the Made-in-France concept? (17) 70% of people declared having associated the phenomenon of back-shoring with the concept of Made-in-France. It confirms the positive connotation from Media analysis. Interestingly, there is no significant difference when comparing both regions of reference (Nord-Est: 68% declaring “yes”; Pays-de-la-Loire: 69% declaring “yes”). Price being equal, would you buy a product from companies having back-sourced or not? That never outsourced? Not important? (18) 41% of people declared favoring companies that never outsourced, and 40% declared favoring companies that had back-sourced. Interestingly, 16% declared that it did not matter. Hence, 80% of people declared favoring products Made-in-France. People do not consider companies back-shoring to France as old "traitors": Companies who never left (41%) are almost at the same level as those having back-shored (40%). 3.3.4 Results for hypothesis 3 The following questions aim at investigating this statement: People are conscious and favorable to the concept of sustainable development in the context of back-shoring. What do you associate the concept of back-shoring with? (8) 50% of people associated the phenomenon of back-shoring with companies themselves. Then, 21% of them stated “employment”. Ecology came at a fourth position with 8%, followed by local with 7%. Other reasons occupied the remaining 15%. Very interestingly, those results are in line with the themes previously identified under sustainable development issues. Which type of jobs do you think can be generated out of this phenomenon? (14) A majority of people (78%) perceived that companies back-shoring to France can generate jobs. Only approximately 22% people feel that this phenomenon does not truly benefits employment. 38 According to you, does a company back-shoring to France impact general interest at the local, national, both levels, or negligible? (16) Approximately 27% of people considered that back-shoring phenomenon is negligible on both cases. Therefore, a majority of people (73%) felt that it is important at either local or national, and both levels. Among them, around one third of each group believed it is either important in a local, national, or both cases: no real trend can be taken out of this majority. One could have thought that following economic news may have influenced this factor. Overall, the analysis shows that the results are equilibrated (28% percent of people who follow economic news considered the phenomenon as negligible, compared to 24% for those not following it). The same results are observed with "have you previously heard about the phenomenon?" (29% for yes, 23% for no). Both cross-tabulations’ results may indicate that those more aware of the back-shoring phenomenon tend to associate it less with the real benefits on the French territory. Finally, it is interesting to notice that Nord-Est Region tends to favour "important in both cases" (32%) over the other factors (local 21%, national 23%, negligible 24%), while the Pays de la Loire region tends to favour the "negligible in both cases" (29%) over the other factors (important in both cases 25%, local 21%, national 25%). More generally, Nord-Est region tend to believe that Made-in-France is meaningful to general interest (76%) compared to Pays de la Loire (71%). The observed difference is in line with the characteristics of the regions (Nord-Est having witnessed more back-shoring cases) and with our original assumptions. People who are living in the most affected regions seem to be more sensible to the lack of job creation. 3.3.5 Results for hypothesis 4 People are conscious and favorably sensible to the political messages and arguments. Which actor do you think predominantly communicate on this phenomenon? (10) People perceive that politicians are not the ones who first emit the message (21%). However, it does not prove nor shows that they do not perceive any political connotation in the message. It does shows that politicians, if not primarily associated with communication about back-shoring, still take part in the debate. 39 Why do you think companies back-shored to France? (15) Quality (26%), Made-in-France (19%), Problems (18%) and delivery time (16%) are not directly related to political talks. However, Made-in-France was one argument largely dealt with during the political campaigns, as stated in the introduction. Government help (15%) comes as the fifth most mentioned criteria; it does not represent the major share of the group. However, this dimension should be put in perspective with the comments related to Made-in-France (19%) and problems (18%): political actors seem indirectly involved in a substantial amount of factors. What do you think politicians and political institutions should do about back-shoring companies? (19) Among the 94% of people who would like political actors to take position about backshoring, 68% of people would like politicians to encourage it, and 26% would like them to support companies financially. Only 6% would like them not to do anything. 40 Chapter 4: Discussion and analysis In this section, we put in perspective both analyses’ findings in order to answer the four hypotheses, and discuss marketing opportunities for back-shoring companies. People generally tend to be aware of back-shoring; they are mainly informed through Television and Radio (34%) and those channels tend to raise awareness (Danaher and Rossiter, 2006). The survey confirmed it (81% heard about the phenomenon). Surprisingly, cross-tabulations (Annexe 20) revealed that all people shared similar patterns of receiving information about back-shoring. Two key points can be derived from those findings: First, the Internet is not the most appropriate tool for back-shoring companies willing to communicate on their actions. Second, there is no need for companies to segment their targets of communication through using different channels, since people tend to behave similarly when looking for back-shoring information. Moreover, even if Media do not extensively explain the phenomenon (12.34%), people know its basic structural features: they perceived that companies were only partially backshoring, and were mainly producing goods, in line with our Media analysis’s findings. However, people do not have deep knowledge about back-shoring: journalists broadcast it as a recent phenomenon; but theory proved the opposite. In parallel, only 24% of people spontaneously know at least one company. However, interestingly, top-of-mind company names are similar both in the survey and Media analysis. Those names generally referred to large companies (Appendix12b): although benefits from Media communication are limited, it favours larger companies. Nonetheless, the fact that Genevieve Lethu (45 employees) was cited shows that there is room for SMEs to take benefit from communication generated by larger companies. In addition, even if it is not a burning topic, people perceive the phenomenon very positively (97%). Since people mainly watch television or read newspapers, companies could push the information (in line with Katz and al.’s findings, 1973) and leverage topics to which people are sensible. In particular, Made-in-France, Social Issues related to Sustainable Development and Political messages. Finally, the fact that 92% perceived that there is not over-communication about back-shoring opens the way for companies to push information without fearing back-firing effects. 41 To answer the first hypothesis: People’s perception about back-shoring corresponds to what is broadcast by media only to a certain extent; marketing opportunities can be safely discussed. Made-in-France: Journalists extensively talk about Made-in-France (48.67%). Moreover, 70% of people directly relates it to back-shoring, and almost one out of five people thinks companies backshore for Made-in-France. Thus, companies can communicate about it in all regions, where results are consistent (in particular, Nord-Est with 68% and Pays-de-la-Loire with 69%). Would people favour products of a company that back-shored over a company that never outsourced? Firms are not considered as traitors (41% preferred companies who never left, compared to 40% for those who had come back); thus, a company can communicate without guilt on the fact that it had back-shored. People may even encourage them. Supported by both Media analysis and theory (Fetscherin and Toncar, 2009), Made-inFrance is related to quality; interestingly, 26% of surveyed people consider quality as a main reason for back-shoring. Other factors like know-how and production label can be related to Made-in-France. However, companies should beware not communicating too much about Made-inFrance: Media analysis revealed it could be associated with protectionism. A nationalistic position may damage the whole image of the company. To answer the second hypothesis: people tend to consider Made-in-France as important and valuable, in line with Media. This opportunity can be leveraged. Social issues related to sustainable development: Media analysis put in light two items: employment and ecology. Media talk extensively about Employment (78%) and tend to frame it under a negative perspective (few jobs created, lack of recreation of jobs…). However, only 22% of people perceived that back-shoring did not directly benefit employment. Therefore, people seem more optimistic than what was broadcast in Media. Although positive, companies should be very careful in communication about this aspect. 42 Ecology was less coded (12,67%), and was stated as the fourth concept to which people would associate back-shoring (8%). Both Media analysis and the survey show that it is not a top-of-mind topic among people. This opportunity would therefore be less easy to leverage by firms. However, some companies already use it as a strategy. For example, a company using transportation costs as an argument to back-shore could directly use Ecology in its communication. More generally, people tend to consider that social issues related to sustainable development are meaningful (73%) at both local and national levels. This point shows that companies should integrate them in their CSR policies. This is especially true for companies in regions that suffered more from outsourcing. Most importantly, people did not consider the phenomenon as small as Media do. To answer the third hypothesis: people are not fully favorable about the concept of sustainable development in the context of back-shoring. In particular, employment should be used with great care. However, issues like Ecology may be leveraged. Impact of political messages: political intervention should be distinguished from political comments. First of all, people do not perceive politicians as predominantly communicating about the phenomenon (21%) even during the political campaign. Political comments represent only 18,67% of total coding. We were expecting more implication or perceived implication of political actors, and more “buzz” effect from them. Media analysis revealed that political comments are more related to Made-in-France than back-shoring phenomenon in itself. Moreover, people are sensible to both Made-inFrance label and products of quality. In this line, companies can take benefit of this added advertisement. People are not in favour of a direct financial intervention from government, confirmed by the negative connotation of “political intervention”. Hence, companies should avoid it. On the contrary, people would like political actors to encourage companies to back-shore; in parallel, all political parties tend to support back-shoring and Made-in-France. Firms may leverage this general consensus. 43 Finally, the fact that 94% of people would like political actors to take positions about back-shoring reinforce the importance of this dimension. To answer the fourth hypothesis: people are not very conscious about political messages and unfavorable to intervention, but are very favorable to their arguments. Companies may leverage support, but not more. After answering each hypothesis in the discussion, several managerial implications are suggested in the conclusion. 44 Conclusion Can companies back-shoring to France efficiently leverage Marketing opportunities through Media communication? The present thesis was carried out with the purpose to discover if marketing opportunities could be leveraged by back-shoring companies through Media communication. In addition, we intended to complete literature and empirical data on back-shoring in the area of Marketing. Key trends can be taken out: the phenomenon is superficially understood and seems to favour larger companies; still, smaller firms can generate a comparative advantage. Thus, Media are an efficient channel to a limited extent: other communication tools could be used to address specific issues, like the three dimensions we identified. Firstly, Made-in-France, is a powerful argument that not only serves back-shoring companies, but also all other firms producing in France; therefore, managers could focus on this powerful argument, not necessarily through Media. Secondly, only companies with a long-term perspective should leverage Employment through Media: it risks to back-fire. In general people are very sensitive to social and ethical issues; in particular, Ecology offers a small added advantage that all companies could use in their CSR strategies. Thirdly, political comments can reinforce the impact of Made-in-France, perception of quality and social issues – especially in television and newspapers. However, managers should avoid triggering political intervention for its negative marketing consequences. Finally, large companies can clearly develop a CSR strategy benefitting their brands. Smaller companies can also benefit from it by focusing on local levels or leveraging core arguments like Made-in-France. 45 Further researches First, since the phenomenon is recent, it would be interesting to know if this trend is likely to reinforce after presidential elections; recent arguments from researches like the one from Olivier Bouba-Olga (2012) may fit with this assumption. Secondly, we encourage a refined analysis by regions. In addition, Herbert Simon (1970) demonstrated the limits of Media over-communication: how does it affect back-shoring companies’ marketing strategies? 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Available at http://achetons-francais.net/2012-patriotisme-economiqueque-disent-les-principaux-candidats/ Acuité.fr (2009) Atol poursuit son effort de relocalisation avec la collection AK, Acuité.fr. Available at http://www.acuite.fr/articles.asp?REF=5949 Amiel, O (2011) Nos emplettes sont nos emplois, Olivieramiel.fr. Available at: http://www.olivier-amiel.fr/article-nos-emplettes-sont-nos-emplois-2-87406126.html Assemblée nationale (2011) Mission d’information sur la compétitivité de l’économie française et le financement de la protection sociale, compte rendu. Available at http://www.assemblee-nationale.fr/13/cr-micompetitivite/10-11/c1011008.asp Autopros.fr (2010), Peugeot SIASO se relocalise à Lormont, autopros.fr. Available at http://www.autopros.fr/actualites/3063/Peugeot-SIASO-se-relocalise-a-Lormont.html Azam et al (2009) La relocalisation de l'économie, DPHinfo. Available at http://base.d-ph.info/en/fiches/dph/fiche-dph-8685.html Azimut, A (2011) Relocalisation, une amorce timide mais réelle des industriels du sport, azimut-innovation.fr. Available at http://www.azimut- innovation.fr/blog/2011/08/relocalisation-une-amorce-timide-mais-reelle-des-industriels-dusport/ Bartnik, M (2011) Majencia préfère dépenser en salaires plutôt que en pétrole, Le Figaro. Available at http://www.lefigaro.fr/societes/2011/08/04/04015-20110804ARTFIG00543- majencia-prefere-depenser-en-salaires-plutot-qu-en-petrole.php Bartnik, M (2011) L'impact des relocalisations sur l'emploi reste marginal, Le Figaro. http://www.lefigaro.fr/societes/2011/07/11/04015-20110711ARTFIG00570-l-impact-desrelocalisations-sur-l-emploi-reste-marginal.php 56 Bartnik,M (2011) Atol mise plus que jamais sur le Made-in-France, Le Figaro Available at: http://www.lefigaro.fr/societes/2011/08/26/04015-20110826ARTFIG00406-atol-mise-plusque-jamais-sur-le-made-in-france.php Bartnik,M (2011) Rossignol se rapproche de sa clientèle, Le Figaro. Available at http://www.lefigaro.fr/societes/2011/07/22/04015-20110722ARTFIG00607-rossignol-serapproche-de-sa-clientele.php Bartnik,M (2011), Le coq sportif innove en France, Le Figaro. 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Mouhoud Réindustrialisation et relocalisation (2012), Groupe Xerfi Canal, Private Television channel, March 24th 2012 Edito Mars 2012 – Alain Gazo (2012), Magazine Conquérir, Private Television broadcast, March 2012 Finance, emploi, relocalisations (2010), Groupe Xerfi Canal, Private Television channel, October 14th 2010 Inauguration du site de production de la tablette QOOQ, Chaîne LCI, Private Television channel, October 28th 2011 Intervention du chef de l’Etat de Janvier 2012 (2012), BFM TV, Private Television news broadcast, January 29th 2012 Interview Erick Mejean (2011), BFM TV, Private Television channel, December 16th 2011 Journal 19/20 du 7 décembre 2011 (2011), France 3, Public Television news broadcast, December 7th 2011 Journal de l’économie – Délocalisation Chine (2008), France 24, Public Television news broadcast, September 3th 2008 66 JT du 20h – Prime PME pour les délocalisations (2010), France 2, Public Television news broadcast, April 4th 2010 Kindy Fabrication Française (2011), France 3, Public Television news broadcast, December 13th 2011 L’incroyable retour du Made-in-France (2011), Direct 8, Private Television channel, January 14th 2011 La colère des ouvrières de Lejaby (2012), iTele, Private Television news broadcast, Jaunary 19th 2012 La difficile relocalisation des entreprises françaises (2010), France Info, Public radio, September 29th 2010 La fiscalité anti-délocalisation est indispensable” (2012), Chaîne UMP, Private Political Television broadcast, January 11th 2012 La région a le devoir d’anticiper (2012), Région Rhône Alpes TV Channel, Public Regional Channel, March 29th 2012 La relocalisation de l’opticien Krys contrarie les élus locaux (2012), BFM TV, Private Television channel, March 10th 2012 La relocalisation, c’est quoi (2011), Youtube, Internet broadcast, December 2011 La vie un an après (2011), France culture, Public Radio, January 7th 2011 le 16 septembre 2010 (R) (2011), France culture, Public Radio, March 11th 2011 Le Coq Sportif à Romilly-sur-Seine (2010), Canal 32, Regional Public Television news broadcast, September 30th 2010 Le Coq Sportif est de retour dans l’Aube (2010), BFM TV, Private Television news broadcast, September 29th 2010 Le dernier jour (2011), France culture, Public Radio, January 12th 2011 Le sort de l'entreprise Lejaby (2012), France culture, Public radio, January 1st 2012 67 Les aides à la relocalisation ou la course mondiale à l’emploi (2010), France Inter, Public Radio, August 6th 2010 Les limites des politiques de relocalisation (2011), Groupe Xerfi Canal, Private Television channel, January 31th 2011 Mélenchon veut une relocalisation de productions (2012), France Info, Public radio, April 2nd 2012 Mots croisés : Sarkozy et sa bande dégagez (2012), France 2, Public Television broadcast, March 16th 2012 Pas de compétitivité sans industrie” (2011), Groupe Xerfi canal, Private Television broadcast, November 15th 2011 Place Publique : Jean-Yves, le pari du Made-in-France (2011), France 3, Public Television broadcast, December 5th 2011 Pourquoi les entreprises commencent à relocaliser (2011), France Inter, Public Radio, January 2011 Relocalisation Alex Munslow (2007), Youtube, Internet broadcast, June 28th 2007 Relocalisation d’entreprise de Chine vers la France à Dreux (2012), Public Regional Television, Chaîne de l’agglomération de Dreux, January 9th 2012 Relocalisation de l’entreprise Meccano à Calais (2010), Journal 19/20 France 3, Public Television news broadcast, November 8th 2010 Relocalisation… à la marge (2011), France Inter, Public Radio, May 1st 2011 Renversement du phénomène des délocalisations (2010), France 2, Public Television news broadcast, March 24th 2010 Romilly-sur-Seine : un espoir pour l’emploi (2011), Canal 32, Regional Public Television news broadcast, February 27th 2011 Rossignol relocalise la production de ses skis (2010), BFM TV, Private Television channel, September 29th 2010 68 Rossignol veut rester le numéro 1 (2009), TV8 Mont Blanc, Regional Public Television news broadcast, December 16th 2009 Rossignol, Le Coq Sportif relocalisent partiellement (2010), Chaîne Française de l’AFP, General news agency – television branch, October 29th 2010 Salariés de Still inquiets d’une delocalization” (2011), BFM TV, Private Television news channel, August 26th 2011 Société Rivalin Quimper. Concours Produit en Bretagne. En Bretagne, on relocalise (2012), Youtube, Internet broadcast, February 15th 2012 Télématin Rubrique Nouveau – QOOQ (2010), France 2, Public Television channel, September 17th 2010 UMP Degauchy Bertrand – Relocalisation d’entreprises (2012), Public Sénat – Chaîne de l’Assemblée Nationale, Public Television broadcast, January 12th 2012 69 Appendix Appendix1 1.1 Definition: The concept of back-shoring was tackled in French due to the chosen sample and covered literature; in this perspective, the concept was approach from a French cultural perspective, both in term of vocabulary and definition. Therefore, some explanation is needed. The word “relocalisation” in French is used to define the process of a company moving back to its country of origin after an outsourcing process. A first issue can be found in translating the French word “relocalisation” to English. The word “relocation” in English seems phonetically the closest to be chosen from; however, this word both describes a company outsourcing its production or services abroad and, a company moving it back. It therefore does not perfectly fit with the thesis’ intent; another solution would be to strictly limit it to the meaning of companies coming back to their country of origin. Jacques Belbenoit-Avich (2009) referred to the word “back-shoring”; it appears to be more appropriated to describe this phenomenon since it excludes outsourcing companies. The word near-shoring can also be found; however, near-shoring does not take in account the fact that a company would come back to its former location. For example, a company producing in China and selling in Sweden could decide to relocate the company to Latvia. Thus, the authors excluded the word near-shoring since the production's location is a determinant criterion in this thesis. The scope is to analyze the benefit that a company may take out from a back-shoring strategy within its country of origin. Mouhoud (2011) had made two different definitions about back-shoring. On one side, he strictly defined the phenomenon: according to him, relocation means that companies bring back to their country of origin productive units, assembly or installation projects that had previously been outsourced to low-wage countries. We choose not to follow this definition for two reasons. First, we conducted a preliminary analysis in which they discovered that some companies had previously outsourced not only to low-wage countries, but also to areas like England or the USA. Therefore, choosing such definition would narrow too much the analysis. 70 Secondly, Mouhoud (2011) excluded services companies from his definition; the authors thought that it would have restricted too much the analysis. On the other side, Mouhoud (2011) also considered a broader meaning of “relocalisation” as a concept. He considered the relocation concept as a slowdown in the rate of outsourcing towards low-wage countries. Being too broad, it cannot be taken into account by the authors: they only considered companies that moved their facilities. Indeed, we will base our analysis on a mid-way definition suggested by Jacques BelbenoitAvich (2009): he took into account the corrections above-mentioned. Jacques BelbenoitAvich considers two crucial items: at first, he did not make any distinction from the size of the companies; on the contrary, the authors mixed large, middle-sized and small companies. Secondly, this definition also takes into account a broader dimension, since we included both companies having partially and completely relocated. We are interested into companies back-shoring more than the alter-globalist phenomenon in itself (Jacques Belbenoit-Avich 2009). One must distinguish these two different visions of “relocalisation”. From the alter globalist perspective, back-shoring is a crucial element but only within the specific frame of local production. It therefore diverges from our aim. 1.2 “Relocalisation” and “outsourcing” First of all, to explain clearly why companies are back-shoring, one needs to understand why companies are outsourcing. This phenomenon is defined, in the study Katalyse (2005), by the transfer of business activities into another country; this transfer of activities may involve an entire business, or only a part of its activity. The main reason why companies outsourced was to reduce costs (Boutary 2010). It is usually a reaction to competitor's moves in order to preserve competitiveness. It can also be a strategic move to come closer to new markets, take advantages on specific know-how or to benefit from better infrastructures. Indeed, outsourcing is often a cost-driven decision. Similarly, it appears from the theory that most of the reasons why a company would relocate are also cost-driven. 71 Offshoring and outsourcing are macro-economically marginal phenomena. However, the back-shoring / outsourcing ration is not to be ignored: practically, one back-shoring operation out of ten outsourcing can be observed; in addition, back-sourcing allows for the creation of one job position for twenty destructions when outsourcing. Offshoring and back-shoring generally do not weigh so much, but back-shoring appears to represent a significant share in case of considering only outsourcing. (Olivier Bouba-olga 2007). Another criterion may be used to differentiate companies: size. Nowadays, the outsourcing of small companies is common knowledge. But companies need to reach a critical size (30 employees) before outsourcing (study from Katalyse documents delivered to the French senate, 2005; KPMG, Innovation plutôt que relocalisation: le choix des PME, 2006). This would means that the authors should find a little amount of smaller back-shoring companies. Empirical studies of back-shoring are much scarcer. An European investigation (European Manufacturing Survey, Dasch and al., 2006) showed however that back-shoring did not represent a negligible share of divestitures abroad. To illustrate it, data on Germany showed that a ratio of 15 % of offshoring companies had relocated later on. Several reasons may explain why companies would back-shore. As developed by Catherine Mercier-Suissa 2011, one may distinguish reasons justified from a cost-driven choice like cost of transportation, time delivery, quality problems, higher wages, flexibility, innovation, and networking. The ranking established by the authors of this study also take in account hosted countries issues like political trouble or industrial spying. However, authors' attention is focused on another set of reasons that does not depend on either cost issues or hosted countries issues, since they are considered as a societal phenomenon. Among them, one can enumerate: Made-in-France, sustainable development and impact of political messages. Each of them provides interesting marketing opportunities for companies. 72 Appendix2 First wave of back-shoring: company outsourcing country Back-shoring country Fairchild Camera and Inst Mostec National semi conductor Motorola Control data Gerneral motors Dow chemical Indonesia Malaysia Malaysia South-east Asia South-east Asia South-east Asia Asia USA USA USA USA USA USA USA company Outsourcing country Back-shoring country AEG AEG Bosch Bosch Bosch Bosch Grundig Siemens Paul Dau and Co Dratwerke Mexico Filipino Taiwan Mexico Venezuela Guatemala Taiwan Mauritius Brazil Brazil Germany Germany Germany Germany Germany Germany Germany Germany Germany Germany Appendix3 Second wave of outsourcing: Appendix4 4.1 Why do companies back-shore? Companies mainly outsourced in order to reduce costs (Gallego, 2010). This is usually a reaction to competitor's move in order to preserve competitiveness but it can also be a strategic move to get closer to new market. Indeed, outsourcing is often a cost-driven decision. Similarly, it appears from the theory that most of the reasons why a company relocates is also cost-driven. 4.2 Reasons 73 In the following part, we list up the main reasons why companies are back-shoring (taken from Catherine Mercier-Suissa, 2011). Cost of transportation: the price of oil has more than doubled since the 1990s, resulting in higher prices. It consequently generated higher costs of transportation, affecting the phenomenon. Problem of internal communication: first, the problem might be due to a lack of infrastructures like phone line cut. Secondly, the problem may come from cross-cultural differences or language barriers. Such communication issues may affect relations between companies (for example, sizes are different if expressed in inches or centimeters, Gallego, 2010). Solving mistakes may end up costing more than what could have been saved for outsourcing. Time delivery: the high distance between manufacturers and places of consumption result in higher delivery times. Insufficient infrastructures contribute to increase such costs and delivery time issues. Quality problems: quality and safety standards differ between developed countries and developing countries. In particular, developed countries are generally stricter and it can cost a lot to the companies Higher wages: on one side, wages in developing country are increasingly higher. On the other side, productivity per employees is higher in the developed countries. This creates a negative correlation for back-shoring companies. Flexibility: lack of flexibility in the production process, not enough adapted to the demand. Innovation: a company can generate value through innovation, in order to improve productivity or to create a competitive advantage. For instance, automating a process can both improve quality and reduce cost. Network: it refers to the concept of emulation through geographical proximity. Clusters can benefit companies through network-leverage opportunities and resulting gain of competitiveness. Political issues: they can occur in host countries. Examples include removal of government subsidies, or risk of instability within the country. Industrial spying: Some outsourcing cases turned out to be dangerous for companies. Outsourcing may lead to lose intellectual property, especially when outsourcing companies do not respect rules. 74 Appendix5 5.1 Berlo’s communication model Source: www.communicationtheory.org 5.2 Selection of the model items and implications for the analysis Source: it is intuitively embodied by journalists, politics, experts and companies. However, there is no firm evidence that is at the initiative of the message. Thus, it highlights the need for encoding the source of information during Media analysis, in order to precise who actually is the source. The authors do not intend to detail in depth the five dimensions that are “communication skills”, “attitude”, “knowledge”, social system”, and “culture”; on the opposite, their analysis will implicitly follow the assumptions that journalists have a professional writing style, and therefore quite efficient communication skills allowing the message to be clearly understood by the receiver, independently from his level of knowledge; on the other hand, this dimension provides an additional reason to encode the source into the analysis, since biases, writing styles and opinions may influence the interpretation of the message by the receiver. 75 Appendix6 6.1 Precisions on the source and channel - developed Source: It is too early to affirm that journalists, politics, experts and companies are at the source of the information. Thus, it highlights the need for encoding the source of information during Media analysis, in order to precise who actually is the source. Message: First of all, the form and content of the message may influence the perception of the receiver; therefore, the authors will exclusively take in account from the model the “content” and “treatment” elements of the message in itself. It implies that categories must be updated in a symmetric fashion when new elements are discovered: old coding and classification should be updated in order to fit the analysis of the content with the subsequent analysis of the treatment. A detailed description of the elements taken into account is described in the qualitative analysis’s methodology part. Channel: The only senses taken into account are “seeing” and “listening”. Through written articles, video and audio podcasts analysis. A deeper analysis of the Berlo (1960)'s model of communication drew the attention of the authors on the high number of biases from imagerelated channels. The support of the media is static, and does not influence the receiver of the information through biases like non-verbal communication. On the other hand, the writing style and political orientation of the newspapers (the channel and – possibly – the source), are subject to other types of biases, notably based on the interpretation of audiences, as stated earlier in the theory. Word-related channels are not enough to provide a complete picture, even if it would have given more secured way of analyzing the content and treatment of information from the sender to the receiver by not adding an additional bias. The choice of including listening and hearing Media is also motivated by the will of the authors to understand how people would receive the information. Receiver: in the context of the present study, the receiver is clearly defined as the consumer of the written-mediated information. 6.2 Limitations of the model and implications for the study: Berlo (1960)’s model does not take into account the feedback dimension of communication; the quality of the study will not be directly affected by this characteristic, since the focus is set on a one-way communication process (sender – receiver, based on our research model figure 2). However, there is an intuitive belief, confirmed by theory as covered earlier, that articles 76 are designed according to the needs of the consumers of information; it implies that some information the sender may not be broadcast to the receiver for some reason. This goes beyond the scope of the present study, but needs to be kept in mind when analyzing the results. A second limitation is related to noise: the model does not take into account any potential indirect bias like political influence. In this regards, this model fits with the scope of the studies, which does not measure the potential noise at the individual level. However, one must remain aware that potential noises may affect the final interpretation of the results by the consumer of information. Finally, a third limitation deals with the method used in the analysis (inspired by the grounded theory, as detailed in the methodology section). The model helped the authors precise the “coding” dimension (how does the message is broadcast). The present study focuses on a restricted set of features, as detailed earlier. Thus, the potential direct biases that may emerge from the manipulation of the message due to the encoding process are therefore limited to the sole source (journalists) and receiver (reading consumers of information). In this regard, the coding process of the chosen qualitative method in this study is selected with great care, as detailed in the methodology part: as said before, this choice implies indirect biases that are consequent to the choice of a particular audience. Finally, coding implies simplification in order to categorize the data: it entails that the theory - which will emerge from the coding in the qualitative analysis -, will not perfectly grasp all the details picturing the reality; therefore, the reader should keep in mind that the scope of the following analysis is limited to understanding the studied phenomenon. Appendix7 Categories created for Media analysis. Context: This category was required for an efficient coverage of the articles since media are writing about companies with a clear story-line. Therefore, we need to take into account the past of the company to understand its decision. Perception of the phenomenon: This category should answer this question: Which is the big picture given by media about back-shoring? This category considers back-shoring at a macroeconomic perspective. 77 Politics and social: Within this node, we look for topics indirectly related to back-shoring that could provide interesting marketing opportunities. Comments: This category highlights the quotes within articles. Who speak about backshoring and what do they say? This category could answer these two questions. Appendix8 Example of coding process on a press article Each comment is made on a specific box. Each color corresponds to a different coding. The company « Le Coq Sportif » innovates in France Source: http://www.lefigaro.fr/societes/2011/08/12/04015-20110812ARTFIG00397-coq- sportif-innove-en-france.php Key words: back-shoring, outsourcing, industry, France, Coq Sportif Written by Marie Bartnik, updated on 18/08/2011 at 16.04/Published on 12/08/2011 at 12.46 Why back-shoring ? The sport equipment manufacturer began its coming-back to the Aube district in September 2010. The setting up of a new production unit is forecast for this year. Le Coq Sport is progressively reinvesting in its district of origin, the Aube, capitalizing on its French image. Last year, the sport equipment manufacturer reinstalled its facilities in Romilly-sur-Seine close to Troyes – several kilometers far from Sodimedical, a company threaten by outsourcing – in the industrial birthplace that saw its growth 30 years ago. Comment: Discussion about outsourcing phenomenon and background of the company If production still remain to a large extent in Portugal, the group implemented, with the help of the city council, a research and development center for its ranges of textile in September 78 2010. Comment: Partial back-shoring and political intervention from local authorities “In the present economic context, each job is valuable!”, states Eric Vuillemin, the mayor of the city, who invested up to 700.000 euros to the premises’ renovation. The products of the brand are now manufactured there, and 15 jobs have been created for this purpose. Comment: Politic quote from the mayor, talking about employment. The second part is related to the subvention which is a political intervention in order to create jobs Increased flexibility In the same way as Rossignol, another French brand of sport products that back-shored, this step was carried out in the context of the group’s recovery, facing tough times after being bought by Adidas in the years 1970s. 22 years after leaving France, Comment: Background of the company the new owner of Le Coq Sportif from 2005, the Swiss investment fund Airesis, chose to base its strategy on French high-standard and qualitative products. Through rejecting to subcontract, as other brand had done, the creation and development of its products, Le Coq Sportif estimates to have gained in quality and uniqueness. Comment: These two elements are related to Made-in-France and quality products “Now, we control from the inside our R&D, which allows us to differentiate from competitors », executives say. As many companies that back-shored, the brand is proud of having shorten its production time, with positive consequence on its flexibility. Comment: Quote from the executives talking about the reason why the company back-shored 79 Creation of 15 new jobs Two advantages that the firm is likely to put forward next year. Indeed, the group plans from now on to reinstall for the first time a production unit in France, still in Romilly-sur-Seine. This new plant, which should be operational at the beginning of year 2012, is going to manufacture the brand’s high-standard ranges. 15 new positions are likely to be created. Comment: The article mentioned the investment prospects made by the company and the jobs created. The firm benefitted from this shift in positioning. In the green from 2009, the brand had recorded in 2010 a turnover of 89.8 million euros, 8% higher compared to the previous year. Even if Le Coq Sportif remains a small players in the sport equipment manufacturing industry, compared to the giants Nike, Adidas or Puma, Airesis highlights that its market share in the shoe industry in France is rising: last year, it increase from 6% to 9%. Appendix9 Pearson correlation (only positive correlations are taken into account) 80 Appendix10 Overall publication of articles about back-shoring per year. 81 Appendix11 Top 20 words mentioned in the overall articles Note: - The word “China” (mentioned 411 times) did not surprise us, since half of the companies most mentioned back-shored from China (Appendix12b). This shows that China – “the world factory” – is the most cited country for outsourcing by Media. - In addition, the word outsourcing (410 times) is logically in the top 20, since back- shoring often results from a non-efficient outsourcing strategy (Catherine Mercier-Suissa, 2011). 82 Appendix12 12a. Top 10 companies mentioned within the articles. 83 12b. Table with full details Appendix13 Media analysis with structured observations, connotations and nodes. Through double-coding, we assigned a connotation to each node, either positive, negative or neutral. We first disclose the observations, then a table synthesizing the nodes’ connotation. Note: Our observations were implemented within several tables during our analysis, however the current format of this thesis did not allow us to keep those boards. Therefore, we divided the structure in two, with on one side, the observations for each node and on the other side a board with figures related to nodes. 84 13.1 Observations : Reasons for Back-shoring: -France has specific advantages in terms of infrastructure and productivity. -Back-shoring decisions are mostly process-centered. -Flexibility and reactivity are new requests from the market. -Companies are disappointed by the outcome of the outsourcing process. “Among the frequent causes of failure of back-shoring, might include: - A failure of management (absence of strategy) - Negligence in evaluating cost - Inexperience in managing offshore teams " Ratgemini (2010) Compétitivité ou aveu d'échec ? La relocalisation, Ratgemini. Available at http://ratgemini.wordpress.com/2010/04/06/competitivite-ou-aveu-dechec-la-relocalisation/ “The quality of services and hidden costs are at the origin of the phenomenon (back-shoring). Stassi, F (2011) Délocalisations, off-shoring : la fin de l'eldorado, Economie et société. Available at http://www.economieetsociete.com/Delocalisations-offshoring-la-fin-de-l-eldorado_a725.html Investment prospects : -The investment prospect provide various observations: how big is the factory (in square meter), jobs created and amount of money invested. -The back-shoring companies spend a large amount of money for an automation process. "The sporting goods company (the Coq Sportif) began its return to Aube in September 2010. The implementation of a new production unit is scheduled for its part in early 2012 with the manufacture of high quality collections.” Azimut,A (2011) Relocalisation, une amorce timide mais réelle des industriels du sport, Azimut.fr Available at http://www.azimut-innovation.fr/blog/2011/08/relocalisation-une-amorcetimide-mais-reelle-des-industriels-du-sport/ “For Decathlon it is an investment of 10 million euros. The goal is to relocate the shoes’ production. The site produces only 300,000 pairs a year, on a total of 3.7 million in 2007. " 85 Visseyrias, M (2008) Les chaussures de Decathlon prennent pieds a Lille, Le Figaro. Available at http://www.lefigaro.fr/societes-francaises/2008/04/29/04010-20080429ARTFIG00331les-chaussures-de-decathlon-prennent-pied-a-lille-.php Background : -The former outsourcing strategy of back-shoring companies were justified by economical trouble. -Back-shoring in France is considered as a « happy-end » for the companies (positively connoted). “Founded in 1907 by Abel Rossignol, carpenter passionate about skiing, the company had suffered a severe restructuring after its acquisition in July 2005 by the American Quicksilver, which sold it three years later. " The new boss Bruno Cercley, supported by the Australian funds Macquarie and the american Jarden Corporation, chooses the preservation of the industrial tools " 24Heures (2011) Après sa relocalisation, Rossignol remonte la pente, 24heures. Available at http://archives.24heures.ch/actu/economie/relocalisation-rossignol-remonte-pente-2011-12-12 "Atol has back-shored its production from the China to the foothills of the Jura, in Morbier, historic capital of eyewear. " Lion V (2007) Atol relocalise, L 'express. Available at http://www.lexpress.fr/informations/atolrelocalise_678210.html Outsourcing phenomenon : -Outsourcing is not considered as a massive phenomenon. -Outsourcing is perceived as something negative for working condition in both emerging countries and developed economy. -Back-shoring phenomenon does not reflect outsourcing in terms of impact on the society. "Outsourcing more or outsourcing less? In 2001, Georges Lustigman, CEO of La Mascotte knitting workshops didn’t see any other choice to resist the arrival of Chinese textiles sold up to ten times cheaper than its own. " Journal du net (2008) Le textile chinois fait revenir La Mascotte de Roumanie, Le journal du net. 86 Available at http://www.journaldunet.com/economie/tendances/entreprises-qui-relocalisent/1-lamascotte.shtml(2008) "Offshoring slow down for three years,notices Mark Gladys, Phone Marketing President. The reason? Offshoring has shown its limits. It increases the French political and social pressure. " Talmon V (2011) Les adeptes de la relocalisation, blog. Available at http://blog-economique-etsocial.blogspot.se/2011/05/les-adeptes-de-la-relocalisation.html Comments: General observations The comments were not especially framed in a particular way within the text. However, we noticed that not all the articles have comments. Executives comments -The executives of companies are focused on problems they had with foreign subcontractors : delay, communication. -reactivity and flexibility are specific advantages when back-shoring to France. -Sustainable development is not mentioned by executives while Made-in-France is taken into account by executives for a back-shoring decision. " It’s easier to adapt the production tool in Europe than in Asian factories. ”The argument was raised by Mimmo Salerno, Director of Rossignol Sallanches " Gouzik,A (2011) Nicolas Sarkozy ambassadeur du savoir-faire français chez Rossignol, Usine nouvelle. Available at http://www.usinenouvelle.com/article/nicolas-sarkozy-ambassadeur-du-savoir-fairefrancais-chez-rossignol.N164750 “The savings, done on transport and customs make it just 10% cheaper than produce in France, "Stephane Nitenberg says, the Aston general Director “ Bianchi, F (2011) Le Made-in-France tente le non-alimentaire, Isa. Available at http://www.lsaconso.fr/le-made-in-france-tente-le-non-alimentaire,120434 Experts comments : -The back-shoring phenomenon is considered by experts as a marginal phenomenon. 87 -Back-shoring companies realized that not every units of business should be outsourced (business units linked to high quality product should remain in France). -The gap in terms of cost saving is decreasing between emerging economy and developed economy. "For a company that back-shore, other dozen leave the territory," El Mouhoub says, professor at Paris-Dauphine and author of "Mondialisation et délocalisation des entreprises" (La Découverte). (2011) Pourquoi les entreprises commencent à relocaliser, Capital. Available at http://www.capital.fr/carriere-management/actualites/pourquoi-les-entreprises-commencent-arelocaliser-567599 "The Back-shoring in France remains too marginal" Olivier Bouba-Olga, conferences reader at the Faculty of Poitiers and professor at Sciences-Po. (2010) Les relocalisations en France restent très marginales, L'expansion. Available at http://lexpansion.lexpress.fr/economie/les-relocalisations-en-france-restent-tresmarginales_240934.html Political comments : -Politics are discussing Made-in-France and not back-shoring in itself. -Political quotes are either from the right or the left wings (positively connoted). -Politics want to increase attractiveness of France. -Politics support back-shoring at both regional and national level (positively connoted). "My aim is to make the Made-in-France the focus of industrial policy," explained Christian Estrosi” Villeroy S, (2010) Les limites de la relocalisation en France, France soir. Available at : http://www.francesoir.fr/pratique/emploi/limites-relocalisation-en-france-58842.html "In the actual economy, every job counts!" notes Eric Vuillemin, mayor, who participated to the tune of 700,000 euros to renovate the site for the company. " 88 Bartnik,M (2011), Le coq sportif innove en France, Le Figaro. Available at http://www.lefigaro.fr/societes/2011/08/12/04015-20110812ARTFIG00397-coq-sportif-innove-enfrance.php Politics and social This part has revealed almost no correlation (within Pearson correlation system with back-shoring in itself (categories perception of the phenomenon ). Employment issue: -Few jobs are created through back-shoring (negatively connoted). -Jobs created by back-shoring do not match former jobs destroyed after an outsourcing (negatively connoted). -A back-shoring company does not necessarily create jobs (negatively connoted). -Jobs created by subcontractors are also taken into account, back-shoring companies do not create only direct employment. "The local authorities in Orléans paid 28,000 euros in economic aid in return for creating 110 jobs. Only half of these jobs have been created. The municipality could seek reimbursement of this amount. " France info (2010) Après être revenu en France, la société Risc groupe se délocalise de nouveau, France info. Available at http://www.franceinfo.fr/france-social-2010-05-19-apres-etre-revenue-enfrance-la-societe-risc-group-se-delocalise-de-443632-9-44.html "In Sallanches, the announcement of back-shoring is a powerful symbol. Even though everyone knows that the consideration in terms of jobs is very low. " Géraud, A, Rossignol quitte Taiwan et revient au nid (2010), Libération. Available at http://www.liberation.fr/economie/01012299612-rossignol-quitte-taiwan-et-revient-au-nid 89 Political intervention : -The political intervention is not pushing companies toward a back-shoring strategy (negatively connoted). -companies can have subvention under the conditions to invest a certain amount of money and creating at least 25 jobs. -The subventions from the state are non-adapted solutions that company may use to have financial support without long-term perspective (negatively connoted). -Made-in-France is considered as a core value that should be protected. "The aid granting to support research and development is only interesting if it permits the creation of new jobs. In this case, there is a certain logic to back-shore, including for industrial itself. " Assemblée nationale (2011) Mission d’information sur la compétitivité de l’économie française et le financement de la protection sociale, Assemblée-nationale.fr. Available at http://www.assemblee-nationale.fr/13/cr-micompetitivite/10-11/c1011008.asp Made-in-France concept : -Back-shoring companies take advantage of the French Know-how in some particular field like cosmetic. -The Made-in-France marketing approach from companies focus on higher quality standard. -Brand image is affected positively by a production Made-in-France (positively connoted). -The customers are sensible to Made-in-France label (positively connoted). "The trend of" Made-in-France "comes back with full force, as consumers are increasingly aware that buying local preserves the planet and jobs close to their home. " Guillem,A (2009) Et si on relocalisait les entreprises parties à l'étranger ? , Rue 89. Available at http://www.rue89.com/passage-a-lacte/2009/08/14/et-si-on-relocalisait-les-entreprises-parties-aletranger 90 "Meccano invests in the "Made-in-France" and we hope that consumers will appreciate this approach." Môme de terre(2010) Meccano relocalise, môme-de-terre,com. Available at http://blog.momes-deterre.com/post/2010/12/13/Meccano-relocalise Reasons for outsourcing: -Labor cost in France is too high especially for highly requiring workforce industry like call center. -Companies are near shoring to gain in term of cost of transportation and time delivery, but these companies invest in low-wages countries like Turkey and not in France (negatively connoted). -France remains uncompetitive in particular fields like textile and call center services (negatively connoted). "The Maghreb cities, for their geographical and linguistic proximity, are actually preferred for call centers. " Stassi, F (2011) Délocalisations, off-shoring : la fin de l'eldorado, Economie et société. Available at http://www.economieetsociete.com/Delocalisations-offshoring-la-fin-de-l-eldorado_a725.html "Jeanneau company, manufacturer of high-quality boats, decides to outsource 30% of its production in Poland, due to the labor cost, eight times lower. " Bouba-Olga (2007) histoire de relocalisation, blog. Available at http://obouba.overblog.com/article-5541065.html Ecological issue : -Pollution is related to long-distance transportation . -Ecology and employment are related to sustainable development of the economy. -A limited ecological impact can be a strategic choice for companies. 91 Apart from the social aspect, the environmental consideration is not absent since buying "local" also permits to reduce pollution within the life cycle of products. Amiel, O (2011) Nos emplettes sont nos emplois, blog. Available at: http://www.olivieramiel.fr/article-nos-emplettes-sont-nos-emplois-2-87406126.html "The company at that time in full lifting, places itself on sustainable development. From this perspective, Back-shoring the production is clearly relevant: it is a CO2 saving, and a social progress for the company's employees who see their jobs secured. " Bartnik, M (2011) Majencia préfère dépenser en salaires plutôt que en pétrole, Le Figaro available at http://www.lefigaro.fr/societes/2011/08/04/04015-20110804ARTFIG00543-majencia-preferedepenser-en-salaires-plutot-qu-en-petrole.php Protectionism talks: -Politics are discussing legal rules to push companies to produce in France (negatively connoted). -Important political talks about protectionism since Made-in-France is a sensible issue. -Protectionism in France creates political tension with foreign countries (not compatible with European Union rules)(negatively connoted). "She (Marine Le Pen, French politician actor) declared that she was" convinced that France is not bound to become a giant brownfield ", arguing for an" economic patriotism ", support for small and medium enterprises (SMEs) and further protectionism. " Achetons français (2012) patriotisme économique : que disent les principaux candidats, Achetons-Français.fr . Available at http://achetons-francais.net/2012-patriotisme-economiqueque-disent-les-principaux-candidats Perception of the phenomenon In this part, the way Media describe the phenomenon had been coded. Small phenomenon: -Few enthusiasm from the executives for a back-shoring strategy (negatively connoted). 92 -Few jobs created and few companies concerned by back-shoring (negatively connoted). -Articles discussing the back-shoring phenomenon are shared between an hopeless phenomenon and an interesting trend. "The phenomenon seems to reach already its limits when the government launched in August, an assistance plan for back-shoring companies." Villeroy S (2010) , Les limites de la relocalisation, France soir. Available at http://www.francesoir.fr/pratique/emploi/limites-relocalisation-en-france-58842.html Potential growth of the phenomenon: -Interesting phenomenon but remain more a symbol. -Back-shoring is a new phenomenon that was not existing some years ago (positively connoted). -Back-shoring is a growing phenomenon (positively connoted). "For the symbol, the back-shoring process is interesting. " France implementation (2009) Les relocalisations, France-implementation.fr . Available at http://www.france-implantation-entreprises.fr/idees-orientations-nouvelles/les-relocalisations/ "Examples of French companies leaving Asia and Eastern Europe to return in France are increasing. The group Parisot furniture and Decathlon have already taken the plunge. " Le Parisien (2009) Des entreprises n'hésitent plus à se relocaliser en France, Le Parisien. Available at http://www.leparisien.fr/une/des-entreprises-n-hesitent-plus-a-se-relocaliser-en-france-11-02-2009406693.php Partial back-shoring : -Most of the companies back-shoring keep simple task in emerging economy. -Almost all the companies are making a partial back-shoring which mean that few companies are making a complete back-shoring. -Back-shoring activities are related to high-quality product or strategic specific advantage for the company. 93 "If production is largely carried out in Portugal, the group is established with the support of the mayor, a development center for its textile lines in September 2010" Bartnik,M (2011), Le coq sportif innove en France, Le Figaro. Available at http://www.lefigaro.fr/societes/2011/08/12/04015-20110812ARTFIG00397-coq-sportif-innove-enfrance.php Over-communication: -Journalists are considered as responsible for over-communicating on back-shoring (negatively connoted). -Journalists and politics' interest for back-shoring companies can be used as a marketing strategy by companies (negatively connoted). - Back-shoring is perceived as a trend supported by journalists and politics (negatively connoted). "So therefore, even if they are over-publicized, traditional back-shoring should slow down. " Jego, Y (2012) Délocalisation et relocalisation, blog. Available at http://yvesjego.typepad.com/la_fabrique_sociale/2012/02/d%C3%A9localisation-etrelocalisation.html 94 13.2 Table of synthesis Most frequent number of nodes nodes (in%) percentage of nodes on the overall set of articles (150 articles) category nodes connotation context Reasons for back-shoring neutral 124 14,44% 82.67% context Investment prospects neutral 63 7,33% 42.00% context Background rather positive 45 5,24% 30.00% context Discussion about outsourcing phenomenon neutral 45 5,24% 30.00% comments Executives' comments neutral 93 10,83% 62.00% comments Experts comments neutral 33 3,84% 22.00% comments Political comment rather positive 28 3,26% 18.67% social and political issues Employment issues rather negative 117 13,62% 78.00% social and political issues Political intervention rather negative 69 8,03% 46,67 social and political issues Made-in-France concept rather postive 73 8,50% 48.67% social and political issues Reasons for outsourcing rather negative 22 2,56% 14.67% social and political issues Ecological issues neutral 19 2,21% 12.67% social and political issues Protectionism talks rather negative 22 2,56% 14.67% perception of the phenomenon Small phenomenon rather negative 48 5,59% 32.00% Potential growth of back-shoring rather positive 24 2,79% 16.00% Partial back-shoring neutral 24 2,79% 16,00% Over-communication rather negative 10 1,16% 6.67% 859 100,00% perception of the phenomenon perception of the phenomenon perception of the phenomenon total 95 TV coding (overall 40 articles) category nodes connotation context Reasons for back-shoring neutral 38 context Investment prospects neutral 25 context Background neutral 11 context Discussion about outsourcing phenomenon negative comments Executives' comments neutral 34 comments Experts comments neutral 5 comments Political comment neutral 7 social and political issues Employment issues negative 29 social and political issues Political intervention neutral 9 social and political issues Made-in-France concept positive 24 social and political issues Reasons for outsourcing neutral 6 social and political issues Ecological issues neutral 3 social and political issues Protectionism talks neutral 8 perception of the phenomenon "Small phenomenon" negative 16 perception of the phenomenon Potential growth of backshoring positive 5 perception of the phenomenon Partial back-shoring neutral 8 Over-communication negative perception of the phenomenon total nodes 8 1 237 96 context Investment prospects neutral 30 context Background neutral 25 context Discussion about outsourcing phenomenon negative 22 comments Executives' comments negative 47 comments Experts comments neutral 19 comments Political comment neutral 11 social and political issues Employment issues neutral 67 social and political issues Political intervention neutral 44 social and political issues Made-in-France concept positive 35 social and political issues Reasons for outsourcing neutral 12 social and political issues Ecological issues neutral 10 social and political issues Protectionism talks negative 11 perception of the phenomenon "Small phenomenon" negative 22 perception of the phenomenon Potential growth of backshoring positive 12 perception of the phenomenon Partial back-shoring neutral 12 Over-communication negative 7 406 perception of the phenomenon total 97 radio (overall 10 articles) category nodes connotation context Reasons for back-shoring neutral 8 context Investment prospects neutral 6 context Background positive 3 context Discussion about outsourcing phenomenon neutral 6 comments Executives' comments neutral 4 comments Experts comments negative 7 comments Political comment neutral 6 social and political issues Employment issues negative 6 social and political issues Political intervention negative 6 social and political issues Made-in-France concept positive 5 social and political issues Reasons for outsourcing neutral 2 social and political issues Ecological issues neutral 1 social and political issues Protectionism talks neutral 1 perception of the phenomenon "Small phenomenon" negative 8 perception of the phenomenon Potential growth of backshoring positive 4 perception of the phenomenon Partial back-shoring neutral 2 Over-communication not coded perception of the phenomenon total nodes 0 75 98 blogs (overall 30 articles) category nodes connotation nodes context Reasons for back-shoring neutral 11 context Investment prospects neutral 2 context Background neutral 2 context Discussion about outsourcing phenomenon negative 8 comments Executives' comments neutral 7 comments Experts comments neutral 2 comments Political comment neutral 4 social and political issues Employment issues negative 11 social and political issues Political intervention neutral 10 social and political issues Made-in-France concept positive 9 social and political issues Reasons for outsourcing neutral 2 social and political issues Ecological issues neutral 10 social and political issues Protectionism talks neutral 2 perception of the phenomenon "Small phenomenon" negative 2 perception of the phenomenon Potential growth of backshoring positive 3 perception of the phenomenon Partial back-shoring neutral 2 perception of the phenomenon Over-communication negative 2 99 Appendix14 Categories and nodes used for Media analysis. Categories Context Context Context Context Comments Comments Comments Social and political issues Social and political issues Social and political issues Social and political issues Social and political issues Social and political issues Perception of the phenomenon Perception of the phenomenon Perception of the phenomenon Perception of the phenomenon Themes Reasons for back-shoring Investment prospects Background Discussion about outsourcing phenomenon Executives' comments Experts comments Political comment Employment issues Political intervention Made-in-France concept Reasons for outsourcing Ecological issues Protectionism talks "Small phenomenon" Potential growth of back-shoring Partial back-shoring Over-communication Appendix15 Nodes per category 100 Appendix16 Appendix17 Order of the questions in the survey: We ensured to set the questions so that people would not be influenced by a potential inference in thinking (for example, asking question 1 may lead to interpret question 2 in another way). To do so, the order of questions did not respect the order of hypotheses, which could have induced people to a particular answer. In addition, we did not abruptly asked a question to get the answer to the point they wanted (for example: do you believe that politics can influence people); we preferred to design the survey so that people could provide the same answer without being conscious to answering this particular question. As a limitation, we are conscious that this would make the interpretation of results more difficult; however, we chose to favor this rather than being able to interpret an answer that would have been biased, and would not have brought any reliable feedback on what people really perceive. 101 17.1 Questionnaire translated into English, with link to studied dimension and potential biases Question Suggested answers Studied dimension 1) What is your gender? Male/Female Cross-tabulation and statistics (Attribute) 2) How old are you? Rating Cross-tabulation and statistics (Attribute) 3) What is your professional status Single choice list: Cross-tabulation and statistics (Attribute) - - Potential biases Other Executive Entrepreneur Student Civil-servant Worker Retraité Employee 4) Which department do you come from? Rating Cross-tabulation and statistics (Attribute) The person may live more in one department than in another (for example: students) 5) Do you follow economic news? Yes/No Cross-tabulation and statistics (Attribute) The appreciation is difficult to assess. In order to have a clear trend, a binary answer is preferred to a scale Hypothesis 1 6) Are you in favor or back-shoring? Yes/No Hypothesis 1 7) Have you previously heard about the phenomenon of backshoring? Yes/No Cross-tabulation and statistics (Attribute) 8) What do you associate relocation with? OPEN QUESTION Hypothesis 3 In order to avoid lack of information, or influence from too many information, we place this question in the middle of the questionnaire 9) By which type of channel have you heard about back-shoring? Multiple choice list Preliminary hypothesis In order not to mislead people regarding newspapers, we distinguished web and written ones. Same bias Hypothesis 1 - Blog Web newspapers Written newspapers Television/Radio Friends Family Professional relations 102 10) Which actor do you think predominantly communicate on this phenomenon? Single choice list: - Territorial collectivities and government Medias Companies themselves Preliminary hypothesis Hypothesis 1 Hypothesis 4 Since Media may appear as top of mind, it should be placed in the middle of the questionnaire 11) a. Do you know at least one company having back-shored? Yes/No Hypothesis 1 11) b. If yes, which one? OPEN QUESTION Hypothesis 1 We should not induce anyone to provide a particular answer 12) Back-shoring is more concerned with goods or services-related companies? Single choice list: Hypothesis 1 We voluntarily set a binary choice in order to understand the perception of the phenomenon, not for an accurate representation 13) Do you think companies relocating back to France are carrying a Single choice list: Hypothesis 1 .We voluntarily set a binary choice in order to understand the perception of the phenomenon, not for an accurate representation - - Goods Services Complete backsourcing Part back-sourcing .We are also aware of the potential bias of this question, which may orientate people to choose a part back-sourcing 14) Companies relocating back to France allow for the creation of 15) Why would companies relocate back to France? - Mainly direct jobs inside the company - Mainly indirect jobs - Both - Few jobs created in both cases Multiple choice list: - Quality of the production “Made-in-France” attribute Time-to-delivery performances Local or government financial helps Problems met in the country where the company had previously delocalized Hypothesis 3 Hypothesis 2 Hypothesis 4 The purpose of this answer is to understand which connotation do consumers have. Multiple interpretations can be drawn from the answers. We decided to restrict and close the number of reasons to 6 factors in order to compromise between the quality of the answer and the potential omission bias. 103 - 16) Do you think this phenomenon is more important at the: Single choice list - The answers were based on both theory and empirical findings. Cost cutting Hypothesis 3 National level Local level Important in both cases Not important in either case 17) Do you link the phenomenon with the Made-In-France label? Yes/No Hypothesis 2 We set this question at the end in order to influence as little as possible the other questions. By this, we make the assumption that the respondents will treat the questionnaire in a linear way. 18) Price being equal, would you prefer to buy a product manufactured by Single choice list Hypothesis 2 We set this question at the end in order to influence as little as possible the other questions. By this, we make the assumption that the respondents will treat the questionnaire in a linear way. - Company having back sourced Company that never outsourced Not important Furthermore, we are aware of the bias that such a question may have, especially when coming after the previous questions like on job creation. 19) Do you think that political actors should - Financially support backshoring Hypothesis 4 - Politically support backshoring The context of the political campaign may bias the answer of the respondents. - Do nothing 20) Do you think that there is overcommunication on this subject? Yes/No Hypothesis 4 104 17.2 Questionnaire in French, as sent to people Question Suggested answers 1) Quel est votre genre? Homme/Femme 2) Quel âge avez-vous? Echelle 3) Quel est votre status professionnel? Liste à choix unique: - Autre Cadre Entrepreneur Etudiant Fonctionnaire Ouvrier Retraité Salarié 4) Quel est votre department d’origine ? Echelle 5) Suivez-vous l’actualité économique? Oui/Non 6) Êtes-vous en faveur des relocalisations? Oui/Non 7) Avez-vous déjà entendu parler des relocalisations? Oui/Non 8) A quoi associez-vous le phénomène des relocalisations? QUESTION OUVERTE 9) Comment avez-vous entendu parler des relocalisations? Liste à choix multiple - 10) Qui pensez-vous est principalement à l’origine de la communication? Blog Journaux internet Presse écrite Television/Radio Amis Famille Relations professionnelles Liste à choix unique: - Collectivités territoriales Média Les entreprises elles-mêmes 11) a. Connaissez-vous au moins une entreprise ayant relocalisé? Oui/Non 11) b. Si oui, laquelle? QUESTION OUVERTE 12) Associez-vous le phénomène des relocalisations plutôt à des entreprises de biens ou de services ? Liste à choix unique: - 13) Pensez-vous que les entreprises relocalisent plutôt de manière partielle ou complète ? 14) Quel type d’emploi permettent de recréer les Entreprises de biens Entreprises de services Liste à choix unique: - Relocalisation complète Relocalisation partielle Principalement des emplois directs dans 105 entreprises relocalisant en France? l’entreprise Principalement des emplois indirects Les deux Peu d’emplois créés dans les deux cas Liste à choix multiple: - 15) Pour quelles raisons pensez-vous que les entreprises relocalisent? - 16) A quelle échelle les entreprises relocalisantes ontelles le plus d’impact? Qualité Attribut “Made-in-France” Performances réactivité, délais de livraison Aides financières locales ou gouvernementales Problèmes rencontrés dans le pays de délocalisation - Réduction des coûts Liste à choix unique: - Nationale Locale Important dans les deux cas Négligeable dans les deux cas 17) Associez-vous les relocalisations avec le label Madein-France? Oui/Non 18) A prix égal, achèteriez-vous plutôt un produit ou service en provenance de…: Liste à choix unique - 19) Pensez-vous que les politiques devraient… : Entreprise ayant relocalisé Entreprise n’ayant jamais délocalisé Sans importance Liste à choix unique: - Supporter financièrement les entreprises - Soutenir politiquement les entreprises - Ne rien faire 20) Pensez-vous que l’on communique trop sur le sujet? Oui/Non 106 Appendix18 Extracted from SPSS Representativeness for AGE Graphical analysis 107 108 Data Summary for Age Bootstrap Specifications Sampling Method Simple Number of Samples 1000 Confidence 1,0 Interval Level Confidence Percentile Interval Type Descriptive Statistics Bootstrapa 95% Confidence Interval Age Age: Statistic 457 N Range 81 Minimum 18 Maximum 99 Mean Valid N (listwise) 38,64 Std. Error ,751 Bias 0 Std. Error 0 Lower 457 Upper 457 ,00 ,73 37,25 40,05 Std. Deviation 16,050 -,012 ,500 15,092 17,037 Variance 257,607 -,148 16,081 227,770 290,276 -,001 ,103 ,450 ,862 0 0 457 457 Skewness ,647 N 457 ,114 DATA VALIDITY FOR AGE Bootstrap Specifications Sampling Method Number of Samples Simple 1000 Confidence 1,0 Interval Level Confidence Percentile Interval Type 109 Statistics Age Age: Bootstrapa 95% Confidence Interval N Valid Missing Statistic 457 Bias Std. Error 0 0 Lower 457 Upper 457 0 0 0 0 0 Mean 38,64 ,04 ,75 37,26 40,17 Median 36,00 -,36 1,75 32,03 39,00 Mode 21 Std. Deviation 16,050 -,022 ,481 15,077 17,026 257,607 -,475 15,432 227,325 289,899 Skewness ,647 -,010 ,107 ,429 ,857 Std. Error of Skewness ,114 Variance Range 81 Minimum 18 Maximum 99 Percentiles 10 21,00 -,11 ,32 20,00 21,00 20 23,00 ,11 ,51 22,00 24,00 30 25,00 ,22 ,54 24,00 26,00 40 29,00 ,31 1,18 27,00 32,00 50 36,00 -,36 1,75 32,03 39,00 60 42,00 ,14 1,35 40,00 46,00 70 49,00 -,15 1,34 46,00 51,00 80 54,00 -,18 1,11 52,00 55,40 90 61,20 -,31 1,42 58,00 63,00 110 Representativeness for PROFESSIONAL STATUS Graphical analysis Professional status data summary Bootstrap Specifications Sampling Method Stratified Number of Samples 1000 Confidence 1,0 Interval Level Confidence Percentile Interval Type Strata Variables Age: Statistics What is your professional status? Bootstrapa 95% Confidence Interval N Valid Missing Statistic 457 0 Bias 0 Std. Error 0 Lower 457 Upper 457 0 0 0 0 111 What is your professional status? Valid Bootstrap for Percenta 95% Confidence Interval Cumulative Std. Percent Bias Error Lower Upper 9,4 ,0 1,2 7,0 11,8 Frequency 43 Percent 9,4 Valid Percent 9,4 Executives 14 3,1 3,1 12,5 ,0 ,7 1,8 4,6 Entrepreneur 16 3,5 3,5 16,0 ,0 ,8 2,0 5,0 118 25,8 25,8 41,8 ,0 ,8 24,1 27,4 Civil servant 59 12,9 12,9 54,7 ,0 1,3 10,1 15,5 Worker 47 10,3 10,3 65,0 ,0 1,3 7,9 13,1 Retired 53 11,6 11,6 76,6 ,0 ,6 10,5 12,9 Employed 107 23,4 23,4 100,0 ,0 1,6 20,6 26,7 Total 457 100,0 100,0 ,0 ,0 100,0 100,0 Other Student Statistics What is your professional status? N Valid Missing 457 0 What is your professional status? Valid Frequency 43 Percent 9,4 Valid Percent 9,4 Cumulative Percent 9,4 Executives 14 3,1 3,1 12,5 Entrepreneur 16 3,5 3,5 16,0 118 25,8 25,8 41,8 Civil servant 59 12,9 12,9 54,7 Worker 47 10,3 10,3 65,0 Retired 53 11,6 11,6 76,6 Employed 107 23,4 23,4 100,0 Total 457 100,0 100,0 Other Student 112 Representativeness per DEPARTMENT Graphical analysis Data summary Statistics What is the numero of the Department (district) you are living in? N Valid 457 Missing 0 What is the numero of the Department (district) you are living in? 01-Ain 1 ,2 ,2 Cumulative Percent ,2 02-Aisne 2 ,4 ,4 ,7 06-AlpesMaritimes 2 ,4 ,4 1,1 13-Bouchesdu-Rhone 2 ,4 ,4 1,5 14-Calvados 1 ,2 ,2 1,8 Frequency Valid Valid Percent Percent 113 16-Charente 1 ,2 ,2 2,0 18-Cher 1 ,2 ,2 2,2 21-Cote d'or 2 ,4 ,4 2,6 22-Cote d'armor 4 ,9 ,9 3,5 27-Eure 1 ,2 ,2 3,7 29-Finistere 3 ,7 ,7 4,4 29-Finistère 2 ,4 ,4 4,8 31-HauteGaronne 4 ,9 ,9 5,7 33-Gironde 7 1,5 1,5 7,2 34-Herault 1 ,2 ,2 7,4 35-Ille-etVilaine 13 2,8 2,8 10,3 41-Loir-etCher 1 ,2 ,2 10,5 44-LoireAtlantique 17 3,7 3,7 14,2 45-Loiret 1 ,2 ,2 14,4 47-Lot-etGaronne 1 ,2 ,2 14,7 47 10,3 10,3 24,9 50-Manche 1 ,2 ,2 25,2 51-Marne 3 ,7 ,7 25,8 53-Mayenne 90 19,7 19,7 45,5 54-Meurtheet-Moselle 62 13,6 13,6 59,1 55-Meuse 1 ,2 ,2 59,3 56-Morbihan 4 ,9 ,9 60,2 57-Moselle 20 4,4 4,4 64,6 59-Nord 94 20,6 20,6 85,1 60-Oise 1 ,2 ,2 85,3 61-Orne 3 ,7 ,7 86,0 62-Pas-deCalais 5 1,1 1,1 87,1 64PyrénéesAtlantiques 64-Pyrénés Atlantiques 1 ,2 ,2 87,3 4 ,9 ,9 88,2 66PyrénéesOrientales 69-Rhone 1 ,2 ,2 88,4 10 2,2 2,2 90,6 72-Sarthe 4 ,9 ,9 91,5 73-Savoie 1 ,2 ,2 91,7 74-HauteSavoie 1 ,2 ,2 91,9 49-Maine-etLoire 114 75-Paris 10 2,2 2,2 94,1 77-Seine-etMarne 1 ,2 ,2 94,3 78-Yvelines 8 1,8 1,8 96,1 80-Somme 1 ,2 ,2 96,3 83-Var 1 ,2 ,2 96,5 85-Vendee 2 ,4 ,4 96,9 86-Vienne 2 ,4 ,4 97,4 92-Hauts-deSeine 6 1,3 1,3 98,7 93-SeineSaint-Denis 2 ,4 ,4 99,1 94-Val-deMarne 1 ,2 ,2 99,3 95-Vald'Oise 2 ,4 ,4 99,8 974-La Reunion 1 ,2 ,2 100,0 457 100,0 100,0 Total Appendix19 Region One (From North to South) Nord Moselle Meurthe-et-Moselle Region Two (From North to South) (From Left to Right) Mayenne Loire Atlantique Maine-et-Loire 115 Appendix20 Graph’s translation from French to English is provided under each of them, after the mention “note”. Question 5: Do you follow economic news Statistics Do you follow economic news? No 94 21% Yes 363 79% Total 457 Question 6: Do you have a favorable opinion about back-shoring? Yes No 3% 97% 116 Do you have a favorable opinion about backshoring? Yes 97% No 3% Total 100% Question 7: Have you previously heard about the back-shoring phenomenon? Statistics Have you previously heard about the backshoring phenomenon? No 86 Yes 371 Total 457 117 Question 7 cross-tabulated by “have you previously heard about the phenomenon of back-shoring?” have you previously heard about the phenomenon of back-shoring? Statistics Non Yes Total No 33 53 86 Yes 61 310 371 Total 94 363 457 Have you previously heard about the phenomenon of back-shoring? Cross-tabulated with « do you follow economic news? » Avez-vous entendu parler des relocalisations? Non Yes Total No 35,11% 14,60% 18,82% Yes 64,89% 85,40% 81,18% 94 363 457 Total 118 Question 8: What do you associate back-shoring phenomenon with? 60 50 40 30 20 10 0 Item Frequency Companies 50% Employment 21% Other reasons 15% Economy 8% Local 7% Question 9: Through which media have you heard about back-shoring? 300 250 200 150 100 50 0 Medium Answers Frequency 119 Blog 19 2% Written newspapers 145 18% Web newspapers 195 24% Television 280 34% Friends 44 5% Family 55 7% Professional relations 80 10% 400 350 300 250 200 150 100 50 0 Written press TV and Radio Word-of-mouth Note: - Written press = Blog + Written newspapers + Web newspapers Word-of-mouth = Family + friends + professional relations Medium type Answers Frequency Written press 359 44% TV and Radio 280 34% Word-ofmouth 179 22% 120 Question 9 filtered by region 100 Blog (yes) Web newspapers (yes) 80 Journaux papier (yes) 60 TV (yes) 40 Friends (Yes) 20 Family (yes) Professional relations (yes) 0 Pays de la Loire Region Web newspapers Blog Pays de la Loire Nord-Est Nord-Est Written newspapers TV/Radio Friends Family Professional relations 5 39 54 92 16 17 23 10 58 68 98 12 21 21 150 Press 100 Mass Media Word-of-mouth 50 0 Pays de la Loire Region Press Nord-Est Word-ofmouth Media Pays de la Loire 98 92 56 Nord-Est 136 98 54 121 Question 9 filtered by gender 160 Blog (yes) 140 Web newspapers (yes) 120 Journaux papier (yes) 100 80 TV (yes) 60 Friends (Yes) 40 Family (yes) 20 Professional relations (yes) 0 Femme No/Yes Female Homme Web newspapers Blog Written newspapers TV/Radio Friends Family Professional relations 3 42 79 133 17 24 38 Male 16 103 116 147 27 31 42 TOTAL 19 145 195 280 44 55 80 122 250 200 Press 150 Mass Media Word-of-mouth 100 50 0 Femme Homme Note: No/Yes Femme = Female Homme = Male Press Word-ofmouth Media Female 124 133 79 Male 235 147 100 123 Question 10: Which actor do you think predominantly communicate on backshoring? Note: - Les collectivités territoriales ou gouvernement = Government institutions or government Les entreprises elles-mêmes = Companies themselves Médias = Media Statistics Which actor do you think predominantly communicate on backshoring? Government institutions or government 96 21% Companies themselves 90 20% Media 271 59% Total 457 124 Question 11)a: Do you know any company having back-shored? Statistics Do you know any company having back-shored? Non 346 0,757111597 Yes 111 0,242888403 Total 457 125 Question 11)b: if yes, which one? Top 6 top-of-mind back-shored companies top 6 top-of-mind back-shored companies Frequency (out of 106 answers) 25% 20% 15% 10% 5% 0% Rossignol Renault Atol Décathlon Smobby 22% 12% 10% 8% 4% Série1 Full list Companies Survey Geneviève Lethu 3% Frequency Rossignol 23 22% Renault 13 12% Atol 11 10% Décathlon 9 8% Smobby 4 4% Geneviève Lethu 3 3% Chantal Thomas 3 3% Vuitton 3 3% Fiat 2 2% GYS 2 2% Lejaby 2 2% 126 SEB 2 2% Electrolux 2 2% Alcatel 1 1% Amora 1 1% Aqua Production 1 1% Arcelor Mittal 1 1% Archos 1 1% Citroen 1 1% Etam 1 1% Gantois 1 1% Gruau 1 1% La Mascotte 1 1% Labadis 1 1% Le Coq Sportif 1 1% Maille 1 1% Majencia 1 1% Moulinex 1 1% Nathan 1 1% Olympia 1 1% PSA 1 1% Samas 1 1% Toyota 1 1% La redoute 1 1% Pergent 1 1% Salomon 1 1% Packard Bell 1 1% 127 Michelin 1 1% Orange 1 1% Gaz de France 1 1% Question 12: Back-shoring is more concerned with goods or services-related companies? Note: - Entreprises de services = companies providing services Entreprises de biens = companies providing goods Statistics Companies providing goods Companies providing services Total Back-shoring is more concerned with goods or services-related companies? 363 94 457 128 Question 12 cross-tabulated with “Do you know companies having back-shored?” Back-shoring is more concerned with goods or services-related companies? Cross-tabulated with “Do you know companies having back-shored?” Non Companies providing goods Companies providing services Total Yes Total 271 92 363 75 19 94 346 111 457 129 Question 13: Do you think companies relocating back to France are carrying a complete or partial back-shoring? Statistics Complete back-shoring Do you think companies relocating back to France are carrying a complete or partial back-shoring? 63 Partial back-shoring 394 Total 457 130 Question 13 cross-tabulated by “Do you follow economic news”? Do you think companies relocating back to France are carrying a complete or partial backshoring? cross-tabulated by “Do you follow economic news”? Statistics Non Yes Total Complete backshoring 10 53 63 Partial back-shoring 84 310 394 Total 94 363 457 Statistics Non Yes Total Complete backshoring 11% 15% 63 Partial back-shoring 89% 85% 394 94 363 457 Total 131 Question 13 cross-tabulated by “Have you previously heard about the back-shoring phenomenon”? Do you think companies relocating back to France are carrying a complete or partial backshoring? Cross-tabulated by “Have you previously heard about the backshoring phenomenon”? Statistics Non Complete backshoring Yes Total 7 56 63 Partial back-shoring 79 315 394 Total 86 371 457 Statistics Complete backshoring Partial back-shoring Total Non Yes Total 8% 15% 63 92% 85% 394 86 371 457 132 Question 14: Companies relocating back to France allow for the creation of which type of job? Statistics Companies relocating back to France allow for the creation of which type of job? Both 185 40,48% Mainly direct jobs inside the company 117 25,60% 54 11,82% Very few jobs created in both cases 101 22,10% Total 457 Mainly indirect jobs 133 Question 14 cross-tabulated by professional status Note: - - Professional status o Autre = other o Cadre = executive o Etudiant = student o Fonctionnaire = civil servant o Ouvrier = worker o Retraité = retired people o Salarié = employee Answers of the question o Les deux = both o Principalement des emplois directs au sein de l’entreprise = Mainly direct jobs inside the company o Principalement des emplois indirects = Mainly indirect jobs o Très peu d’emplois créés dans les deux cas = Very few job created in both cases 134 Companies relocating back to France allow for the creation of which type of job? Cross-tabulated by professional status Statistics Other Executive Entrepreneur Student Both 11 8 7 49 Mainly direct jobs inside the company 16 1 4 28 2 2 3 17 Very few jobs created in both cases 14 3 2 24 Total 43 14 16 118 Mainly indirect jobs Question 15: Why do you think companies would back-shore to France? Why do you think companies back-shored to France? Qualité MIF Délais livraison Aides gouv Problèmes Coûts TOTAL Note: - Qualité = Quality MIF = Made-in-France Délais de livraison = Delivery time Aides gouv = Government help Problèmes = Problems Coûts = Costs 135 Factors Frequency Quality 26% Made-inFrance 19% Problems 18% Delivery time 16% Government help 15% Costs 6% Question 15 filtered by region 120 Qualité 100 MIF 80 Délais livraison 60 Aides gouv 40 Problèmes 20 Coûts 0 Pays de la Loire Nord-Est Note: - Qualité = Quality MIF = Made-in-France Délais de livraison = Delivery time Aides gouv = Government help Problèmes = Problems Coûts = Costs 136 MadeinDelivery Government Region Quality France time help Problems Costs Pays de la Loire 100 73 67 55 67 Nord-Est 107 92 62 72 89 Region Pays de la Loire Nord-Est MadeinDelivery Government Quality France time help Problems Costs 26% 19% 18% 15% 18% 24% 21% 14% 16% 20% TOTAL 16 24 378 446 TOTAL 4% 5% Table for all departments Department (district) 01-Ain 02-Aisne 06-AlpesMaritimes 13-Bouches-duRhone 14-Calvados 16-Charente 18-Cher 21-Cote d'or 22-Cote d'armor 27-Eure 29-Finistere 29-Finistère 31-HauteGaronne 33-Gironde 34-Herault 35-Ille-et-Vilaine 41-Loir-et-Cher 44-LoireAtlantique 45-Loiret 47-Lot-etGaronne 49-Maine-etLoire MadeinDelivery Government Quality France time help Problems Costs 1 1 0 0 1 1 0 0 0 0 0 1 1 1 1 1 0 1 2 0 0 1 2 3 1 2 1 1 0 0 0 0 1 1 2 0 0 1 0 1 0 2 0 2 1 1 0 1 0 2 1 0 1 2 2 1 0 1 2 2 0 1 0 1 1 0 0 0 1 0 0 0 4 6 0 7 1 2 4 1 6 0 1 1 0 8 0 1 3 0 6 1 0 5 0 8 1 2 1 0 3 0 14 1 8 0 7 1 7 0 11 1 0 0 0 1 0 1 0 0 37 25 20 19 22 7 137 1 1 50-Manche 51-Marne 53-Mayenne 54-Meurthe-etMoselle 55-Meuse 56-Morbihan 57-Moselle 59-Nord 60-Oise 61-Orne 62-Pas-de-Calais 64-PyrénéesAtlantiques 64-Pyrénés Atlantiques 66-PyrénéesOrientales 69-Rhone 72-Sarthe 73-Savoie 74-Haute-Savoie 75-Paris 77-Seine-etMarne 78-Yvelines 80-Somme 83-Var 85-Vendee 86-Vienne 92-Hauts-deSeine 93-Seine-SaintDenis 94-Val-de-Marne 95-Val-d'Oise 974-La Reunion 1 2 63 1 1 48 0 1 47 1 1 36 0 1 45 0 1 9 36 0 3 14 57 1 1 4 36 1 1 14 42 0 2 1 34 0 3 5 23 1 3 3 27 1 0 6 39 0 0 1 38 1 2 15 36 0 2 1 7 0 1 1 16 1 0 1 1 1 0 0 1 0 3 2 3 2 2 0 1 5 4 0 1 8 0 7 1 1 0 5 1 5 2 1 1 8 1 7 3 1 0 1 0 4 4 0 1 7 0 0 0 0 0 0 1 6 1 1 2 2 0 5 1 0 2 2 1 3 1 1 0 0 0 4 0 0 1 0 1 2 0 1 1 2 0 0 0 0 0 0 3 3 2 2 4 1 1 1 2 1 0 0 1 1 2 0 1 0 1 0 0 1 1 1 1 0 1 0 0 0 138 Question 15 filtered by gender 200 Qualité 150 MIF Délais livraison 100 Aides gouv Problèmes 50 Coûts 0 Femme Gender Femme Homme Total Quality Gender Femme Homme Total Quality Homme Made-inDelivery Government France time help Problems Costs 144 122 82 83 105 167 111 116 100 127 311 233 198 183 232 26 31 57 Made-inDelivery Government France time help Problems Costs 46% 52% 41% 45% 45% 46% 54% 48% 59% 55% 55% 54% 1 1 1 1 1 1 139 Question 16: Do you think this phenomenon is more important at which level: Note: - Important dans les deux cas = Important in both cases Locale = Locally National = Nationally Négigeable dans les deux cas = Negligible in both cases Statistics Important in both cases Locally Do you think this phenomenon is more important at which level 118 99 Nationally 114 Negligible in both cases 126 Total 457 140 Comparison important/negligible: both case/important 35,65% local/important 29,91% national/important 34,44% Negligible 27,57% Question 16 cross-tabulated by “do you follow economic news?” Do you think this phenomenon is more important at which level Cross-tabulated by “do you follow economic news?” Statistics Non Yes Total Important in both cases 20 98 118 Locally 24 75 99 Nationally 27 87 114 Negligible in both cases 23 103 126 Total 94 363 457 141 Do you think this phenomenon is more important at which level Statistics Non Yes Total Important in both cases 21% 27% 118 Locally 26% 21% 99 Nationally 29% 24% 114 Negligible in both cases 24% 28% 126 1 1 457 Total Question 16 cross-tabulated by “have you previously heard about the back-shoring phenomenon”? Do you think this phenomenon is more important at which level Cross-tabulated by “have you previously heard about the backshoring phenomenon”? Statistics Non Yes Total Important in both cases 20 98 118 Locally 26 73 99 Nationally 20 94 114 Negligible in both cases 20 106 126 Total 86 371 457 142 Do you think this phenomenon is more important at which level Cross-tabulated by “have you previously heard about the backshoring phenomenon”? Statistics Non Yes Total Important in both cases 23% 26% 118 Locally 30% 20% 99 Nationally 23% 25% 114 Negligible in both cases 23% 29% 126 1 1 457 Total Question 16 filtered by region Important dans les deux cas 45 39 32 38 Pays de la loire Locale Nationale Négligeable dans les deux cas 43 40 37 56 Nord-Est 143 Pays de la loire Job creation Nord-Est Important in both cases 38 56 Locally 32 37 Nationally 39 40 Neglibible in both cases 45 43 154 176 Meaningful 70,78% 75,57% Negligible 29,22% 24,43% Meaningful = Important in both cases + locally + nationally Question 17: Do you link the phenomenon with the Made-In-France label? Statistics Do you link the phenomenon with the MadeIn-France label? Non 137 Yes 320 Total 457 144 Question 17 cross-tabulated by professional status Do you link it with Made-in-France? 90,00% 80,00% 70,00% 60,00% 50,00% 40,00% 30,00% 20,00% 10,00% 0,00% Yes Note on professional status: - Autre = other Cadre = executive Etudiant = student Fonctionnaire = civil servant Ouvrier = worker Retraité = retired people Salarié = employee 145 Statistics Other Executives Entrepreneur Student Civil servant Worker Retired Empl. Non 14 4 3 43 11 18 14 30 Yes 29 10 13 75 48 29 39 77 Total 43 14 16 118 59 47 53 107 Statistics Other Executives Entrepreneur Student Civil servant Worker Retired No 32,56% 28,57% 18,75% 36,44% 18,64% 38,30% 26,42% 28,04% Yes 67,44% 71,43% 81,25% 63,56% 81,36% 61,70% 73,58% 71,96% Question 17 cross-tabulated by region Do you link it with Made-in-France? 80,00% 75,00% 70,00% Yes 65,00% 60,00% 55,00% 50,00% Pays de la Loire Made-inFrance Pays de la Loire Nord-Est Nord-Est No 49 54 Yes 105 122 TOTAL 154 176 146 Empl. Made-inFrance Pays de la Loire Nord-Est No 31,82% 30,68% Yes 68,18% 69,32% Question 18: Price being equal, would you prefer to buy a product manufactured by…? Note: - Entreprise ayant relocalisé = company that back-shored Entreprise n’ayant pas relocalisé = company that did not back-shore Jamais partie = company that never outsourced Sans importance = not important 147 Statistics Price being equal, would you prefer to buy a product manufactured by…? company that back-shored 183 40% company that did not back-shore 11 2% company that never outsourced 188 41% 75 16% not important Total 457 Question 19: Do you think political actors should… Note: - Encourager les relocalisations = politically support back-shoring Ne rien faire = do nothing Supporter financièrement les relocalisations = financially support back-shoring 148 Statistics Do nothing Financially support backshoring Politically support backshoring Total Do you think that political actors should 25 5,47% 119 26,04% 313 68,49% 457 Question 20: Do you think that there is over-communication on this subject? Statistics No Yes Total Do you think that there is over-communication on this subject? 35 8% 422 92% 457 149
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