Marketing et responsabilité sociétale de l entreprise : entre civisme et cynisme

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1 Marketing et responsabilité sociétale de l entreprise : entre civisme et cynisme IRIS - Centre de Recherche Magellan IAE - Université Jean Moulin Lyon 3 6 cours Albert Thomas LYON CEDEX 08 thiery@univ-lyon3.fr est maître de conférences en sciences de gestion de l IAE de Lyon. L essentiel de ses recherches porte sur le marketing sociétal et la responsabilité sociétale des entreprises Résumé Les entreprises intègrent progressivement les notions d'éthique et de responsabilités dans leurs stratégies et leurs pratiques marketing. Des pressions croissantes mettent les entreprises devant leurs responsabilités sociétales et les poussent à adopter des stratégies de marketing sociétal pour promouvoir leurs efforts en la matière, comme autant de démarche de légitimation de leur place dans la société. Sont-elles pour autant perçue comme légitimes par les différents publics de l'entreprise, et notamment par les consommateurs? Nous envisageons ensemble les clés de cette nécessaire légitimité. Abstract Companies progressively integrate such notions as ethics and responsibility within their marketing strategies and practices. Increasing pressures make companies face their societal responsibilities, and incite them to implement strategies of societal marketing in order to promote their efforts, which can be perceived as ways of legitimizing their place within society. Are they perceived as legit by their various publics, and namely by consumers? We will study together the key factors of this necessary legitimacy.

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