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Le marketing comme moyen de légitimation des entreprises dans une perspective de développement durable

Author

Listed:
  • Patrick Gabriel

    (centre de recherche rennais en économie et en gestion - UR - Université de Rennes)

Abstract

Le concept de développement durable demande que l'entreprise étende ses relations d'échange au-delà de la sphère économique, dans un rapport nouveau : elle doit rechercher la légitimation de ses actions, donc également de sa présence. Le marketing paraît être la principale fonction dans l'élaboration de cette légitimité, à condition de respecter certaines règles conventionnelles.

Suggested Citation

  • Patrick Gabriel, 2003. "Le marketing comme moyen de légitimation des entreprises dans une perspective de développement durable," Post-Print halshs-02919723, HAL.
    • Handle: RePEc:hal:journl:halshs-02919723
    DOI: 10.7193/DM.029.67.76
    as

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    Cited by:

    1. Saloua Bennaghmouch & Martine Deparis & Hanene Oueslati & Marie-Catherine Paquier & Gerald Cohen & Laurent Grimal & Hocine Sadok, 2021. "Franchise et RSE : impact social et environnemental de la franchise," Working Papers hal-03694438, HAL.
    2. Alexandre Lapeyre & Annie Bonnefont, 2012. "Quelles sont les évocations du développement durable ?," Post-Print hal-03829652, HAL.

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