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Les perspectives culturelles de la recherche en marketing en faveur du développement durable dans les pays en développement

Author

Listed:
  • Eric J. Arnould

    (SDU - University of Southern Denmark)

Abstract

A travers son expérience de recherches dans des pays en développement, Eric Arnould rappelle que l'origine des questionnements sur le développement durable est notamment liée aux problèmes des pays du Sud à accéder aux processus de développements sains et aptes à assurer le bien-être de leurs populations. Dès lors, penser et agir le marketing dans une perspective de développement durable nécessite de poser les problèmes à deux niveaux : le niveau macro pour comprendre les liens entre les marchés locaux et internationaux, puis le niveau culturel pour comprendre les comportements des acteurs économiques dans leurs contextes institutionnels spécifiques.

Suggested Citation

  • Eric J. Arnould, 2014. "Les perspectives culturelles de la recherche en marketing en faveur du développement durable dans les pays en développement," Post-Print hal-02055518, HAL.
    • Handle: RePEc:hal:journl:hal-02055518
    DOI: 10.1177/0767370114527677
    as

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