Le management de la légitimité: analyse du discours des enseignes spécialisées dans la distribution de produits biologiques

Sabrina Zaïdi-Chtourou and Marie-France Vernier
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Sabrina Zaïdi-Chtourou: Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Management of legitimacy in communication: speech analysis of retailers specialized in organics products Amidst the growing consumption of organics products, specialized retailers are facing competition from mass- market retailers. There is a new dynamic with a redefinition of the specialized retailers positioning. Is their historic legitimacy in the organic market strong enough to fend off food mass market retailers? Using qualitative methods concerning three retailers specialized in the distribution of organic products, this article develops the legitimacy typology of Suchman and shows the coexistence of ambivalent speech using, sometimes simulta- neously, several aspects of the legitimacy (moral, pragmatic and cognitive).

Keywords: Food retailing; marketing legitimacy; organics products retailers; CSR speech; speech credibility.; distribution alimentaire; stratégie de légitimation; enseignes spécialisées dans la distribution de pro- duits biologiques; RSE; crédibilité du discours. (search for similar items in EconPapers)
Date: 2017-08-16
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Published in Décisions Marketing, 2017, 86, pp.67-88. ⟨10.7193/DM.086.67.88⟩

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Working Paper: Le management de la légitimité: analyse du discours des enseignes spécialisées dans la distribution de produits biologiques (2017)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308395

DOI: 10.7193/DM.086.67.88

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