Sovereign brands' contribution to corporate durability objectives: proposed definitions and operating methods

La contribution des marques souveraines aux objectifs de durabilité des entreprises: définitions proposées et méthodes opérationnelles

Philippe Jourdan () and Jean-Claude Pacitto ()
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Philippe Jourdan: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel, IAE Paris-Est - Institut d'Administration des Entreprises - Paris-Est - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel
Jean-Claude Pacitto: UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: In a series of exploratory propositions, this research article argues the thesis that sovereign brands make a positive contribution to corporate CSR (Corporate Social Responsibility) goals. While sovereignty is commonly associated with national selfishness in the collective unconscious, CSR is linked to positive, virtuous, and transnational values. After carefully defining the sovereign brand and its mode of operation, we demonstrate that it contributes to harmonious development, protects social rights, and aligns with sustainable development goals when operating within the eco-development framework.

Keywords: CSR brand dependence sovereignty economy sustainable development; CSR; brand; dependence; sovereignty; economy; sustainable development (search for similar items in EconPapers)
Date: 2024-01-23
New Economics Papers: this item is included in nep-env and nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-04915520v1
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Published in 23th International Marketing Trends Conference, IMTC, Jan 2024, Venise, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04915520

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