First Author:   Fabio Bertoni EMLYON business school bertoni@em-lyon.com         Second Author: Anne-Laure Le Nadant Normandie University and CREM anne-laure.lenadant@unicaen.fr         Third Author: Frédéric Perdreau Université de Lyon / Saint-Etienne and IUT Saint-Etienne – COACTIS frederic.perdreau@univ-st-etienne.fr