Maketing: le défi à relever[Marketing: the challenge we face]

Management science is based on the idea of an economic agent who seeks to maximise his personal interest, i.e. the so-called homo economicus. The bodies of academic literature of finance and marketing rely mainly on this fundamental hypothesis. However, recent developments during the last decade in these two domains such as in other management domains have highlighted the taking into account of collective actors or of actors who are more driven by collective than individual interests. This paper focuses on the need of new principles for the action for the consumer based on ethic, out of the market.