Ethical marketing in light of childhood: Wall’s “ethical poetic circle” applied to the food sector

Le marketing éthique à la lumière de l'enfance: le « cercle poétique éthique » de Wall appliqué au secteur alimentaire

Laëtitia Condamin () and Valérie Inés de la Ville ()
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Laëtitia Condamin: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Valérie Inés de la Ville: CEREGE [Poitiers] - Centre de recherche en gestion - UP - Université de Poitiers = University of Poitiers, Axe 1 (2022-2027) : "Vulnérabilités et risques" (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers [UAR 3565] - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique

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Abstract: Based on in-depth interviews with fifteen marketing managers from the food industry, this article explores how these managers constantly construct and reconstruct the ethical meaning of their practice. We suggest analysing the recurring problem of marketing ethics through the prism of childhood, following Wall (2010) who proposes a new form of ethical reflection through the metaphor of the ethical poetic circle. The latter, applied to food marketing, leads us to re-examine the role of the marketing function, to glimpse the limits of the concept of social responsibility in marketing, and to explore the virtues of an ethical approach which is specific to each sector. This pragmatic approach to ethics requires genuine deliberation with stakeholders.

Keywords: Ethics; Marketing to children; Food Marketing; Ethical poetic circle; Wall; Marketing jeunesse; Marketing Agroalimentaire; Cercle Poétique Éthique; Éthique (search for similar items in EconPapers)
Date: 2024-01-08
Note: View the original document on HAL open archive server: https://hal.science/hal-04611275v1
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Published in Revue interdisciplinaire droit et organisations, 2024, 7, pp.107-130. ⟨10.34699/rido.2024.38⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04611275

DOI: 10.34699/rido.2024.38

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