Branding and strategy: about corporate values chapter published in French under the title "The company between technical and social values" in Valeurs aux fondements de la sémiotique ", L'Harmattan, Paris, 2015

L'entreprise entre valeurs techniques et sociales

Jérôme Guibourgé ()
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Jérôme Guibourgé: CeReS - Centre de Recherches Sémiotiques - IR SHS UNILIM - Institut Sciences de l'Homme et de la Société - UNILIM - Université de Limoges

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Abstract: A company needs to be valued both internally and externally by all the stakeholders. Externally so that receivers buy its products or use its services; internally to promote the sense of belonging. In this context, identifying values, better managing them, namely representing or staging them, are important tasks in the identity/image relation. But as we work in the corporate world and not in a laboratory, several definitions of the value range coexist. The first problem we will encounter will be to agree on what a value is to know how to work on it.

Date: 2015-07-15
Note: View the original document on HAL open archive server: https://hal.science/hal-03518177
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Published in "L'entreprise entre valeurs techniques et sociales" dans Valeurs aux fondements de la sémiotique", L'Harmattan, Paris, 2015 (FR), 2015

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