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La mutation de la recherche en marketing : L'analyse du "genre" comme exemple

Author

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  • Michelle Bergadaà

    (HEC - Université de Genève - UNIGE - Université de Genève = University of Geneva)

Abstract

Aujourd'hui, l'explosion des possibilités des Technologies de l'Information et des Communications (TIC) s'enracinant sur des raisons profondes de changement sociétal ont entraîné une mutation du fonctionnement des entreprises, des consommateurs et des chercheurs. Un nouveau paradigme est apparu, exigeant l'invention de nouvelles méthodes et procédures de recherche. C'est dans cette trame que s'inscrit la recherche sur le «Genre et le marketing» présentée ici. On s 'y interroge sur les raisons de la quasi inexistante de recherches sur le thème du «genre» ou portant sur les différences entre sexes. Pas de courant de pensée féministe, donc pas davantage d'approche critique. Cet article est, en synthèse, une proposition de réflexions et d'actions futures dans le métier de chercheur en marketing.

Suggested Citation

  • Michelle Bergadaà, 2000. "La mutation de la recherche en marketing : L'analyse du "genre" comme exemple," Post-Print halshs-02923536, HAL.
    • Handle: RePEc:hal:journl:halshs-02923536
    DOI: 10.7193/DM.020.23.34
    as

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