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 ()
Additional contact information
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 Créteil - Institut d'Administration des Entreprises - Paris Est Créteil - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
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

Post-Print from HAL

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-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-04915520v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in 23th International Marketing Trends Conference, IMTC, Jan 2024, Venise, Italy

Downloads: (external link)
https://hal.science/hal-04915520v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

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

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().