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Les finalités sociétales dans la recherche francophone en marketing. Une lecture historique et critique

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  • Béatrice Parguel
  • Élisa Monnot
  • Fanny Reniou
  • Florence Benoit-Moreau

Abstract

This article explores the purposes pursued by marketing francophone research. A scientometric analysis of four Association française de marketing (afm) Congresses communications ? 1988, 1999, 2010, and 2015 ? reveals the predominance of a powerful managerial paradigm and the recent, slow and very limited development of a stream of research addressing more societal questions, contrary to what the evolutions of the consumption society might have suggested. We use a historical and critical analysis to interpret these results and discuss the opportunity for the researcher in marketing to adopt a pluralistic and reflexive view on the meaning and responsibility of his or her research.

Suggested Citation

  • Béatrice Parguel & Élisa Monnot & Fanny Reniou & Florence Benoit-Moreau, 2018. "Les finalités sociétales dans la recherche francophone en marketing. Une lecture historique et critique," Revue française de gestion, Lavoisier, vol. 0(7), pages 11-31.
    • Handle: RePEc:cai:rfglav:rfg_276_0011
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    Cited by:

    1. Elodie Juge & Anissa Pomiès & Isabelle Collin-Lachaud, 2022. "Plateformes digitales et concurrence par la rapidité : Le cas des vêtements d’occasion," Post-Print hal-03202568, HAL.

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