STRATEGIE DE COMMUNICATION ENVIRONNEMENTALE ET CONSTRUCTION DE LEGITIMITE: Le cas de PSA Peugeot Citroën

Alain Debenedetti () and Déborah Philippe ()
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Alain Debenedetti: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Déborah Philippe: HEC Lausanne - Faculté des Hautes Etudes Commerciales (HEC Lausanne)

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Abstract: ABSTRACT This article aims at enlightening corporate communication strategies, with a specific focus on the strategies that brands implement to align the content of their communication with their multiple audiences' expectations (customers, employees, shareholders etc.). To illustrate these strategies, we show how PSA Peugeot Citroën is attempting to legitimate its environmental actions towards its multiple stakeholders, building on three forms of legitimacy (pragmatic, cognitive, and moral) that are adapted to each targeted audience.

Keywords: legitimacy; automobile industry; environmental communication; communication environnementale; légitimité; corporate marketing; industrie automobile (search for similar items in EconPapers)
Date: 2011
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Published in Décisions Marketing, 2011, 61, pp.67-71

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01214648

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