Etude exploratoire de la signifiance du label « kasher »: un exemple des apports de l'analyse socio-discursive à la prospective

Philippe Robert-Demontrond ()
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Philippe Robert-Demontrond: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The kosher food market follows a counterintuitive development. Various marketing reports, describing the certifi cation as a «martingale», incite the professionals to label their commercial offer. This advice is here tested. An original prospective approach of the market trajectories is proposed, which is based on the analysis of its underlain semantic fi elds. We assume that the market trajectories are function of a semantic dynamics. The adopted method crosses sociolinguistics and anthropology. We show that the term «kosher» takes many meanings ; it is loaded by ambivalences and ambiguities, which draw a complex horizon of opportunities and threats.

Keywords: comportement du consommateur; anthropologie; imaginaires; sacré; kasher; judaïsme (search for similar items in EconPapers)
Date: 2008
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Published in Revue management & avenir, 2008, 19, pp.48-71

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00481801

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