La communication évènementielle - Parce qu'elles le valent bien: L'Oréal et l'Unesco s'unissent pour les femmes et la science

Dora Triki and Aline Pereira Pündrich
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Dora Triki: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Aline Pereira Pündrich: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Since 1998, the worldwide leader in cosmetics L'Oréal has been engaged in a partnership with the international organisation Unesco in order to reward scientific work. Every year, five women are rewarded with the prize "For women and science" for their contribution to scientific progress. This case study aims to put into practice the communicational strategy of L'Oréal and it tries to better understand the motivations and the repercussions of such measures for the group and for some of its stakeholders.

Keywords: event driven communication; patronage; enterprise foundation; strategic partnership.; communication événementielle; mécénat; fondation d'entreprise; partenariat stratégique. (search for similar items in EconPapers)
Date: 2011-12-01
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Published in Revue des Cas en Gestion, 2011, pp.67-77

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00665588

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