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Sovereign brands' contribution to corporate durability objectives: proposed definitions and operating methods
[La contribution des marques souveraines aux objectifs de durabilité des entreprises : définitions proposées et méthodes opérationnelles]

Author

Listed:
  • Philippe Jourdan

    (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel, IAE Paris Est Créteil - Institut d'Administration des Entreprises - Paris Est Créteil - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Jean-Claude Pacitto

    (UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

In a series of exploratory propositions, this research article argues the thesis that sovereign brands make a positive contribution to corporate CSR (Corporate Social Responsibility) goals. While sovereignty is commonly associated with national selfishness in the collective unconscious, CSR is linked to positive, virtuous, and transnational values. After carefully defining the sovereign brand and its mode of operation, we demonstrate that it contributes to harmonious development, protects social rights, and aligns with sustainable development goals when operating within the eco-development framework.

Suggested Citation

  • Philippe Jourdan & Jean-Claude Pacitto, 2024. "Sovereign brands' contribution to corporate durability objectives: proposed definitions and operating methods [La contribution des marques souveraines aux objectifs de durabilité des entreprises : ," Post-Print hal-04915520, HAL.
    • Handle: RePEc:hal:journl:hal-04915520
    Note: View the original document on HAL open archive server: https://hal.science/hal-04915520v1
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    References listed on IDEAS

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    3. Constance E. Helfat & Margaret A. Peteraf, 2003. "The dynamic resource‐based view: capability lifecycles," Strategic Management Journal, Wiley Blackwell, vol. 24(10), pages 997-1010, October.
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