Registres de justification des managers face à la polémique de l'huile de palme: transition vers un marketing plus responsable ?

Laetitia Condamin (), Valérie-Inés de la Ville () and Cristina Badulescu ()
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Laetitia Condamin: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School, CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université
Valérie-Inés de la Ville: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université, Axe 2 (2011-2016) : « Marchés, Cultures de consommation, Autonomie et Migrations » (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique
Cristina Badulescu: Axe 2 (2011-2016) : « Marchés, Cultures de consommation, Autonomie et Migrations » (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique, 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: The excessive use of palm oil, in food industry, lead to a strong controversy. Based on Boltanski and Thévenot justification model, this paper analyses on one side, the discourse of Nutella in this particular context of crisis communication and on the other side, it analyses the reactions of food industry marketing managers, faced with Nutella's justifications. This confrontation highlights the several logics of argumentation used by Nutella to justify itself among its stakeholders and the judgement of this communication work, by marketing professionals. This double analysis allows to understand how this Nutella gate lead marketing managers to adopt a reflexive approach on their own practise and their responsibility as marketers.

Keywords: huile de palme; Nutella; Boltanski et Thévenot; responsabilité marketing; communication de crise (search for similar items in EconPapers)
Date: 2016
Note: View the original document on HAL open archive server: https://hal.science/hal-01627582v1
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Published in Revista Română de Jurnalism şi Comunicare, 2016, 11 (2-3), pp.37-44

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01627582

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