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La prise en compte de la durabilité dans les stratégies marketing des PME : apports et limites

Author

Listed:
  • Philippe Aurier
  • Josselin Masson

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Béatrice Siadou-Martin
  • Lucie Sirieix

Abstract

Nous examinons dans cet article comment des directeurs de PME agroalimentaires à fort ancrage territorial s'approprient la notion de développement durable et l'expriment dans leurs stratégies marketing. Nous examinons successivement leur vision du lien entre développement durable et performance, l'impact des caractéristiques environnementales sur leurs pratiques et les limites qu'ils perçoivent à cette volonté d'intégrer la durabilité dans leur stratégie au moment de sa mise en œuvre. Au-delà de l'argument commercial, la durabilité apparaît comme un levier intéressant du projet d'entreprise et de la mobilisation des salariés. Néanmoins, la démarche comporte aussi des limites. This paper examines how SME managers in the agro-food sector include sustainable deve lopment into their marketing strategy. We focus on the link between sustainable development and performance, the impact of environmental factors on their practices and the limits that they perceive when trying to include sustainability into their marketing strategy. More than a marketing strength, sustainability appears as important for the people who work in the SME. However, there are some limits.

Suggested Citation

  • Philippe Aurier & Josselin Masson & Béatrice Siadou-Martin & Lucie Sirieix, 2011. "La prise en compte de la durabilité dans les stratégies marketing des PME : apports et limites," Post-Print hal-04116075, HAL.
    • Handle: RePEc:hal:journl:hal-04116075
    Note: View the original document on HAL open archive server: https://hal.science/hal-04116075
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