Du positionnement RSE voulu à l’image RSE des enseignes (notice n° 816346)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02931cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250123130932.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Passebois-Ducros, Juliette |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Du positionnement RSE voulu à l’image RSE des enseignes |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2023.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 73 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Dans un contexte de profonde remise en cause de leur modèle de développement, les grands acteurs de la distribution alimentaire intègrent désormais la RSE pour en faire un avantage concurrentiel. Si la RSE est intégrée aux stratégies marketing et apparaît comme un élément du positionnement voulu des enseignes, la dimension « Responsable » demeure très peu présente dans l’image des enseignes, telle que perçue par les clients. Or, pour que l’engagement sociétal des entreprises puisse avoir des effets positifs sur la performance commerciale des entreprises, il demeure essentiel que l’image de la marque intègre cet engagement. Cet article, après avoir présenté les concepts de positionnement et d’image RSE, interroge les raisons de l’écart entre positionnement RSE voulu par les enseignes et l’image RSE perçue par les consommateurs. En analysant, à travers le cas de l’enseigne leader E. Leclerc les écarts entre ces éléments, nous identifions des voies d’amélioration pour faire de la RSE un axe central de l’image de l’enseigne. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In order to face the new economic, environmental and societal challenges, the French mass retailers have to deeply reinvent their business models (huge mall, supply chain, excessive margins, etc.). To this end, French grocery leaders are now integrating CSR to make it a competitive advantage. Although CSR is integrated into marketing strategies and appears to be an element of the desired brand positioning, the sustainable and social dimensions remain very little present in the image of the brands, as perceived by the customers. However, in order for the CSR of companies to have positive effects on their commercial performance, it is essential that the image of the brand integrates this commitment. After presenting the concepts of CSR positioning and image, this article examines the reasons for the gap between the CSR desired brand positioning and the CSR image perceived by consumers. The analysis of these gaps drive to outline key managerial directions to improve the CSR image in the retailing sector. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing responsable |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | image RSE |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | grande distribution |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | grocery stores |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | retailing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | sustainable marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | CSR Image |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Flacandji, Michaël |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Recherche et Cas en Sciences de Gestion | 23 | 3 | 2023-06-21 | p. 19-38 | 2646-6546 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-recherche-et-cas-en-sciences-de-gestion-2022-3-page-19?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-recherche-et-cas-en-sciences-de-gestion-2022-3-page-19?lang=fr&redirect-ssocas=7080</a> |
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