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Les mondes authentiques et les stratégies d'authentification : Analyse duale consommateurs/distributeurs

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  • Sandra Camus

    (IAE Dijon - Institut d'Administration des Entreprises (IAE) - Dijon - UB - Université de Bourgogne)

Abstract

A travers leur politique de communication, les distributeurs affichent clairement leur soucis de transparence, de sincérité et d'honnêteté. La crise de la vache folle, par exemple, a conduit les consommateurs à revendiquer des produits d'origine, correspondant à leur désignation, et non dénaturés. D'où la mise en exergue implicite d'une authenticité au sein du monde marchand. Pénalisés par la difficulté de rationaliser directement le processus d'authentification, les industriels se contentent généralement d'une opérationnalisation intuitive et commode. D'où l'urgence, nous semble t'il, de poser les principes clés qui définissent les mondes authentiques et qui régissent les stratégies d'authentification.

Suggested Citation

  • Sandra Camus, 2002. "Les mondes authentiques et les stratégies d'authentification : Analyse duale consommateurs/distributeurs," Post-Print halshs-02920049, HAL.
    • Handle: RePEc:hal:journl:halshs-02920049
    DOI: 10.7193/DM.026.37.45
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    Cited by:

    1. Leila Lefi Hajlaoui & Abderrazak Gharbi, 2020. "Nostalgia: An Attractive Theme for Marketing Researchers," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(1), pages 1-30, March.

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