L’écoute des parties prenantes dans une optique de développement durable: continuité ou alternative pour le marketing de projets industriels ?

Fanny Romestant ()
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Fanny Romestant: Excelia Group | La Rochelle Business School, CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

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Abstract: This work questions the very purpose of marketing, focused on "customer value" to propose, in line with the work of Deshayes and Lecoeuvre-Soudain (2011) in industrial marketing and projects marketing, the concept of "social value". In the sustainable development mining, this involves to discuss the link between primary stakeholders (client, prime contracting support, companies) and other stakeholders (NGOs, neighborhood, etc.). This research was born through a project with an industrial company in the transport sector, initiating a CSR process. Following an exploratory study focused on the company's clients (depth analysis of tender documents, interviews with key actors of the buying process), and through collaboration with company officials (business developer), it became insufficient to limit our analyses to the cus-tomer's expectations, to understand the issues of a project. The aim of this paper is of theoretical nature. It is about developing an understanding framework to take stakeholders into account in industrial project marketing. This framework suggests that stakeholders can be designed from the perspective of "continuity" or as an "alternative" in project marketing. The objectives of this paper are threefold. Firstly, to put the notion of stakeholders as a specific issue in the business marketing, secondly to propose a new way to understand the concept of stakeholders and finally to show how the stakeholders can change the industrial project. The issue focuses on the construction dynamics of sustainability in industrial projects, seen as a new challenge for business marketing (industrial project marketing).

Keywords: stakeholders; CSR; industrial project marketing; RSE; marketing; Parties prenantes (search for similar items in EconPapers)
Date: 2017
New Economics Papers: this item is included in nep-env, nep-knm and nep-ppm
Note: View the original document on HAL open archive server: https://hal.science/hal-01867786v1
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Published in Management & sciences sociales, 2017, Les parties prenantes : quelle reconnaissance ?, 19, pp.37-51

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