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Marketing et responsabilité sociale de l’entreprise : entre civisme et cynisme

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  • Patricia Thiery

    (Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Les entreprises intègrent progressivement les notions d'éthique et de responsabilité dans leurs stratégies et pratiques marketing. Des pressions croissantes mettent les entreprises devant leurs responsabilités sociétales et les poussent à adopter des stratégies-marketing en la matière. Ces approches défensives, perçues comme autant de démarches de légitimation de leur place dans la société, gagneraient-elles à devenir des stratégies offensives et assumées ? Quels en seraient alors les enjeux ?

Suggested Citation

  • Patricia Thiery, 2005. "Marketing et responsabilité sociale de l’entreprise : entre civisme et cynisme," Post-Print halshs-02915750, HAL.
    • Handle: RePEc:hal:journl:halshs-02915750
    DOI: 10.7193/DM.038.59.69
    as

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