Participation à la conférence ISMS marketing science 2021  Session : Consumer Behavior Détails : Titre : A Marketing Problem-solving Approach Based On The Combination Of Inventive Design Method (IDM) And Dynamic Interactions Modeling Auteur : Hana ALOUAOUI, DO IT Co-auteur : Remy houssin, Université de Strasbourg Co-auteur : Amadou Coulibaly, Université de Strasbourg - INSA Date : Samedi, 5 Juin, 2021

1. A Marketing Problem-solving Approach Based
On The Combination Of Inventive Design Method (IDM)
And Dynamic Interactions Modeling
INSA Strasbourg
Rémy Houssin
Amadou Coulibaly
DO IT
Christian Pividori
Hana Alouaoui
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ISMS Marketing Science - 2021 Conference

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- Starts with the brand itself
- Grows by building relationships between members interested in the brand
Context
Brand community
Interactions in the brand community
- Several exchanges can take place both between the brand and its customers and between the customers
themselves.
These interactions allow:
- Clients participation in the value creation
- Better understanding of the members behaviors (Kuo and Feng, 2013; Kumar and Nayak, 2018)
- Progressive internalization (Benamar et al., 2020)
- Continuous evolution and evaluation of the members in the community.

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- Several types of implicit interactions may exist
- Ignoring them is likely to result in a significant waste of time and the emergence of conflicts and
contradictions in the brand community.
Context
Conflicts in the brand community
Impacts of these interactions on the whole Marketing strategy
- Risks threatening the economic relationships and affecting the entire marketing strategy of the company.
SIGNIFICANT PROBLEMS

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Context
CASE STUDY: VIPros
VIPros is a meta-brand marketing platform
- 22 Brands
- 10000 Clients (building craftsmen)
→ Four communities: craftsmen, brands, retail sellers and partners
→ Vipros is an inter-mediator
→ Loyalty operations
→ New management model for marketing, sales and digital transformation practices.

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Context
CASE STUDY: VIPros
Client Brand Retail Seller Partner Vipros
Client NI CI NI NI NI
Brand CI NI/CI CI CI NI
Retail Seller NI CI UI UI CI
Partner NI CI UI UI NI
Vipros NI NI CI NI NI
CI : Conflict of Interests NI: Necessary Interaction UI: Unnecessary Interaction
Interactions Identification and Classification

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Objectives
- Conflicts evaluation
- Risks anticipation
- Most important conflicts selection
- Problems solving
Strengthening of the marketing model
Digital acceleration process
- Marketing automation process
- Deployment of Artificial intelligence scenarios

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The proposed Approach
Inventive Design Enrichment
IDM-TRIZ (Inventive Design Method) has been used in many research works (Houssin
et al., 2015; Abramov et al., 2019; Yu et al., 2020; Boavida et al., 2020).
- Technique used to generate systematically innovative solutions to problems
- Avoiding compromising solutions
- It examines all the contradictions in order to select the best solution.

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The proposed Approach
Inventive Design Enrichment
The originality of our approach is to demonstrate the possibility of combining the theory of
inventive problem solving IDM-TRIZ with modeling tools of dynamic interactions.
This combination produces an inventive problem-solving tool useful for :
- The identification of different types of simple and complex interactions,
- The identification of the most important conflicts,
- The avoidance of time and resources wasting

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Phase 1
Phase 2
The proposed Approach

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PHASE 1 : IDM-TRIZ
Step 1: Modeling
- Modeling different types of interactions
Modeling methods and tools will be used and enriched in order to:
- be adapted to our problem (metacommunity, interactions between 2 members, Interactions between
multiple members ...),
- Analyze events and actions that may give rise to new and increasingly complex interactions.

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PHASE 1 : IDM-TRIZ
Step 2: Risk analysis and Evaluation
Criticality threshold (Work in progress)
→ Level of criticality?
Example: CI Retail Seller / Vipros and CI Brand / Brand have the highest level of
criticality.
→ MCDM (Multiple Criteria Decision Making) will be used in order to find a relevant
levels of criticality.

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Step 3: Solutions and knowledge capitalization
The combination of various techniques (dynamic modeling tools, analysis and evaluation of risk
factors) represents an excellent opportunity to improve problem solving using knowledge from other
technical and scientific fields.
- An analysis of the entire process,
- The proposal of performance indicators,
- Capitalization to promote reuse and also to accelerate the innovation,
- Innovation based on acquired knowledge.
PHASE 1 : IDM-TRIZ

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The proposed Approach
Phase 2

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The amelioration of the marketing model and the better understanding of different interactions make it easier to establish strong automation scenarios that
fit all the members expectations.
PHASE 2 : Digital Acceleration
Marketing Automation + AI scenarios

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References
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Product Development. In: International TRIZ Future Conference. Springer, Cham, pp. 36-44.
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Knowledge Discovery and Information Retrieval, Sep 2019, Vienna, Austria. pp.508-515.
Benamar, L., Balagué, C., Zhong, Z. (2020). Internet of Things devices appropriation process: The Dynamic Interactions Value Appropriation (DIVA)
framework, Technovation, Vol. 89.
Boavida, R., Navas, H., Godina, R., Carvalho, H., Hasegawa, H. (2020). A Combined Use of TRIZ Methodology and Eco-Compass tool as a Sustainable
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Kumar, J., et Nayak, J. (2018). Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms, Journal of
Retailing and Consumer Services, Vol.45, pp.64-73.
Kuo, Y.F., et Feng, L.H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional
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learning. In: 2020 3rd International Conference on Artificial Intelligence and Big Data (ICAIBD). IEEE, pp. 6–10.
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