Contribution of CSR to the Strategic Value of the Brand for the Picard Functional Departments

Contribution de la RSE à la valeur stratégique de l’enseigne Picard pour les directions fonctionnelles

Patricia Coutelle (), Stéphanie Leprieur and Stephane Magne ()
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Patricia Coutelle: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Stéphanie Leprieur: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines, UP1 - Université Paris 1 Panthéon-Sorbonne

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Abstract: This research attempts to define and measure the contribution of CSR to the valuation of a food retailer (Picard Surgelés): its value internally (with functional departments) and its "perceived sustainable value" externally. To achieve this, the first, exploratory stage of this CIFRE doctoral work consists of a qualitative approach by interviewing business experts: the functional directors of Picard. It makes it possible to identify and understand the effects of the CSR strategy and its deployment in the functions of the Picard brand. The results bring out the notion of "brand strategic value" with its dimensions and indicators.

Keywords: valeur stratégique; fonction organisationnelle CONTRIBUTION 5 mots-clés maximum CSR; value; strategic value; organizational function; valeur; distribution; 5 mots-clés maximum RSE; 5 mots-clés maximum RSE distribution valeur valeur stratégique fonction organisationnelle CONTRIBUTION 5 mots-clés maximum CSR distribution value strategic value organizational function (search for similar items in EconPapers)
Date: 2022-10-14
Note: View the original document on HAL open archive server: https://hal.science/hal-05521854v1
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Published in Colloque Etienne Thil, Etienne Thil, Oct 2022, La Rochelle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05521854

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