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L’approche historique en marketing et sur la consommation : apports et programmes de recherche

Author

Listed:
  • Hélène Gorge

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Anthony Galluzzo

    (IUT de Saint-Etienne - UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

Trop rarement exploitée dans notre discipline, l'approche historique offre pourtant de nombreux atouts pour les recherches en marketing et sur la consommation. Particulièrement, l'approche historique propose les apports suivants : (1) saisir la densité et les discontinuités des phénomènes de consommation, nécessaire à la mobilisation de certaines perspectives théoriques ; (2) mettre à l'épreuve des propositions théoriques nouvelles et des chronologies instituées ; (3) alimenter la réflexion managériale par l'historicisation des enjeux et des stratégies en marketing et en consommation. A partir de ces réflexions et d'une recension des travaux dans notre discipline, nous proposons des programmes de recherche qui mériteraient d'être développés et enrichis par l'approche historique.

Suggested Citation

  • Hélène Gorge & Anthony Galluzzo, 2021. "L’approche historique en marketing et sur la consommation : apports et programmes de recherche," Post-Print hal-04061922, HAL.
    • Handle: RePEc:hal:journl:hal-04061922
    DOI: 10.1177/07673701211033877
    Note: View the original document on HAL open archive server: https://hal.science/hal-04061922v1
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