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Marketing practices to serve sustainable innovation
[Les pratiques marketing au service de l’innovation durable]

Author

Listed:
  • Clara Calaudi

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Laure Ambroise

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

Ce work-in-progress s'intéresse aux pratiques marketing au service de l'innovation durable. Dans le contexte sociétal actuel, le marketing est en quête de légitimité. Pour autant, il a été récemment souligné que le marketing devait viser la création de valeur partagée. Une telle intention est au cœur des organisations qui s'engagent dans une démarche d'innovation durable. Pour autant, l'innovation durable bouscule en plusieurs points les pratiques marketing. Ainsi, nous présupposons qu'il est davantage complexe pour les organisations de l'innovation durable d'affirmer leur légitimité. Grâce à une étude de cas multi-sites, fondée sur une série d'entretiens qualitatifs, nous cherchons à comprendre par quelles pratiques marketing ces organisations légitiment leur démarche. Trois types de pratiques sont alors précisées : pratiques d'échange, pratiques de représentation et pratiques de normalisation.

Suggested Citation

  • Clara Calaudi & Laure Ambroise, 2021. "Marketing practices to serve sustainable innovation [Les pratiques marketing au service de l’innovation durable]," Post-Print hal-04902276, HAL.
    • Handle: RePEc:hal:journl:hal-04902276
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