IDEAS home Printed from https://ideas.repec.org/p/umr/wpaper/201103.html
   My bibliography  Save this paper

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

Author

Listed:
  • Aurier, P.
  • Masson, J.
  • Siadou-Martin, B.
  • Sirieix, L.

Abstract

This paper examines how SME managers in the agro-food sector include sustainable development 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. ...French 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.

Suggested Citation

  • Aurier, P. & Masson, J. & Siadou-Martin, B. & Sirieix, L., 2011. "La prise en compte de la durabilité dans les stratégies marketing des PME : apports et limites," Working Papers MOISA 201103, UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro - Montpellier, France.
  • Handle: RePEc:umr:wpaper:201103
    as

    Download full text from publisher

    File URL: http://www1.montpellier.inra.fr/bartoli/moisa/bartoli/download/moisa2011_pdf/WP_3_2011.pdf
    Download Restriction: no

    More about this item

    Keywords

    SUSTAINABILITY; MARKETING STRATEGY; FOOD SECTOR; SMALL FIRMS;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:umr:wpaper:201103. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Isabelle Perez). General contact details of provider: http://edirc.repec.org/data/moisafr.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.