Du positionnement RSE voulu à l’image RSE des enseignes. Le cas de la grande distribution en France

Juliette Passebois-Ducros and Michaël Flacandji
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Juliette Passebois-Ducros: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Michaël Flacandji: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: In order to face the new economic, environmental and societal challenges, the French mass retailers have to deeply reinvent their business models (huge mall, supply chain, excessive margins, etc.). To this end, French grocery leaders are now integrating CSR to make it a competitive advantage. Although CSR is integrated into marketing strategies and appears to be an element of the desired brand positioning, the sustainable and social dimensions remain very little present in the image of the brands, as perceived by the customers. However, in order for the CSR of companies to have positive effects on their commercial performance, it is essential that the image of the brand integrates this commitment. After presenting the concepts of CSR positioning and image, this article examines the reasons for the gap between the CSR desired brand positioning and the CSR image perceived by consumers. The analysis of these gaps drive to outline key managerial directions to improve the CSR image in the retailing sector.

Keywords: Marketing responsable; Image RSE; Grande distribution (search for similar items in EconPapers)
Date: 2023-06-21
Note: View the original document on HAL open archive server: https://hal.science/hal-04898566v1
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Published in Recherche et Cas en Sciences de Gestion, 2023, N° 23 (3), pp.19-38. ⟨10.3917/rcsg.023.0019⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04898566

DOI: 10.3917/rcsg.023.0019

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