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Editorial : Institutionnalisation du développement durable et émergence d'un marketing durable

Author

Listed:
  • Amina Béji-Bécheur

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Nil Ozcaglar-Toulouse

    (LSMRC - Lille School of Management Research Center - ULR 4112 - SKEMA Business School - Université de Lille)

Abstract

Le développement durable est aujourd'hui introduit dans les discours comme un modèle alternatif et légitime pour répondre à un problème majeur de notre époque contemporaine : il est urgent de combiner à la fois le développement économique et le respect des ressources naturelles, des droits sociaux et de l'équité dans la répartition de la richesse créée. Dans ce contexte, la responsabilité des acteurs du marché s'élargit au périmètre défini par le rapport Brundtland (1987). Ce dernier questionne les modalités de fonctionnement des entreprises et interpelle les théories en marketing notamment la notion d'échange entre l'entreprise et son marché, y compris ses parties prenantes. Pour autant, les moyens de la mise en oeuvre du développement durable par le marketing sont encore à préciser et à crédibiliser (Gabriel, 2003), même si de nombreuses expériences illustrent l'émergence de nouvelles pratiques et innovations marketing. Quant à la recherche, elle se déploie désormais, dans une visée performative ou transformative, les actions des organisations souhaitant répondre aux enjeux du développement durable (Trinquecoste, 2013). A ce titre, le marketing peut sortir par le haut (Volle, 2013) en pensant le temps long de l'action des entreprises (Pras, 2013). Mais le marketing ne se pense seulement au niveau des organisations : les consommateurs sont à la fois des vecteurs et des acteurs de la performance des politiques mises en oeuvre par les entreprises. Ils peuvent aussi être les promoteurs de nouvelles orientations en marché (Callon et Muniesa, 2003 ; Martin et Schouten, 2014). Dans cette mouvance, nous avons fait un appel à contributions, il y a déjà deux ans, pour dévoiler les transformations à l'oeuvre dans les marchés et dans les techniques de marketing en relation avec le développement durable : d'une part, pour mieux saisir la mise en oeuvre

Suggested Citation

  • Amina Béji-Bécheur & Nil Ozcaglar-Toulouse, 2014. "Editorial : Institutionnalisation du développement durable et émergence d'un marketing durable," Post-Print hal-01132492, HAL.
    • Handle: RePEc:hal:journl:hal-01132492
    Note: View the original document on HAL open archive server: https://hal.science/hal-01132492
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/12786 is not listed on IDEAS
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    Keywords

    Marketing et développement durable;

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