Corporate Social Responsibility of Brands in the Age of Strategic Sovereignty: An Integrative Approach through the STAR Index

Repenser la responsabilité sociétale des marques à l'ère de la souveraineté stratégique: une approche intégrative par l'indicateur STAR

Philippe Jourdan (), Jean-Claude Pacitto () and Valérie Jourdan
Additional contact information
Philippe Jourdan: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel
Jean-Claude Pacitto: IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Valérie Jourdan: Promise consulting

Post-Print from HAL

Abstract: This article proposes an integrated analytical framework for assessing the territorial performance of brands across four key dimensions: Sovereignty, Ecological Transition, Social Autonomy, and Organizational Resilience (acronym STAR). The STAR indicator aims to objectify concepts that have, until now, been difficult to operationalize, in order to facilitate their integration into corporate strategic management. From an academic perspective, it bridges domains that are often treated separately—strategy, CSR, sustainable development, and territorialization. From a managerial perspective, it serves as a structuring self-assessment tool to guide brands toward more sustainable and sovereign trajectories.

Keywords: CSR; governance; strategy; développement durable; souveraineté transition écologique résilience autonomie marque marketing RSE développement durable indice stratégie gouvernance sovereignty ecological transition resilience autonomy brand marketing CSR sustainable development index strategy governance; souveraineté; transition écologique; résilience; autonomie; marque; marketing; RSE; index; indice; stratégie; gouvernance sovereignty; ecological transition; resilience; autonomy; brand; sustainable development (search for similar items in EconPapers)
Date: 2026-01-16
New Economics Papers: this item is included in nep-env
Note: View the original document on HAL open archive server: https://hal.science/hal-05383407v1
References: Add references at CitEc
Citations:

Published in International marketing trends conference, ESCP Berlin Campus, Jan 2026, Berlin, Allemagne

Downloads: (external link)
https://hal.science/hal-05383407v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05383407

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().