Principales dimensions d'une stratégie marketing orientée éthique-développement durable : essai de modélisation d'un marketing responsable

Abstract : The company can profit from a "market advantage" if it is perceived as "socially responsible" by its customers. From this point of view, it can aim to integrate ethics or sustainable development values in its strategy , even though efficiency then depends on the marketers' ability to turn those values into customer benefits through an adapted marketing policy.The goal of this research means to define the main dimensions of an ethics or sustainable development oriented marketing strategy in order to enhance the corporate institutional image as well as customer relational quality. Such a goal has required prior reflection on the ethic concept and has led to prefer a "competence ethic" whose utilitarian and strategic nature allows better anchoring in management sciences. It also led to a reflection on the integrated approach characteristics of ethic or responsible marketing. The approach is focused on three main features : Product (P), Relation (R) and Company Institution (I) and is highly impregnated with complementary logics of the Stakeholder theory, the Resource and Competence Theory and the Legitimacy Theory. In order to elaborate and back up our research, many empirical investigations like surveys, discussions, have been carried out among corporate managers as well as consumers, with a view to understanding their idea of a "socially responsible" organization
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Patrick Bernard Barthel. Principales dimensions d'une stratégie marketing orientée éthique-développement durable : essai de modélisation d'un marketing responsable. Gestion et management. Université Paul Verlaine - Metz, 2007. Français. ⟨NNT : 2007METZ002D⟩. ⟨tel-01748939⟩

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