Séverin, Éric <br/><br/>
Understanding and acting in a changing society 

 -  2024.<br/>							 
<br/><br/> 25 
<br/><br/> Recent years have witnessed profound changes in our societies, and organizations urgently need to rethink the way they do business. These changes have affected all management disciplines: entrepreneurship, marketing, finance, strategy, HR, etc. Whatever the theoretical (deterministic versus voluntaristic) or methodological (qualitative and/or quantitative) approach used or the level of analysis studied (exogenous, endogenous), researchers are always confronted with the complex and protean reality of change. It is within this framework that this special report from La Revue de Sciences de Gestion fits. The first two contributions are in the disciplinary field of marketing. Justine Estarague’s analysis focuses on humor. Oliviane Brodin and Jean-François Toti examine the subversive reappropriation of advertisements by activists. In the field of entrepreneurship, Amina Rouatbi looks at the impact of COVID-19 on women entrepreneurs. Finally, Hadj Nekka and Soukaina Chit explore new ways of approaching “work”.