Societal implications of francophone marketing research

Les finalités sociétales dans la recherche francophone en marketing

Béatrice Parguel (), Elisa Monnot, Fanny Reniou () and Florence Benoît-Moreau
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Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Fanny Reniou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12, 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
Florence Benoît-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article explores the goals pursued by francophone marketing research. A scientometric analysis of Association française de marketing (AFM, French Marketing Association) congress communications from four periods (1988, 1999, 2010, and 2015) shows the predominance of a powerful managerial paradigm; contrary to what the developments in consumer society might have suggested, it also shows the recent, slow, and ultimately limited emergence of a stream of research addressing more societal questions. We mobilized a historical and critical perspective to interpret these results, and discussed the marketing researcher's opportunity to take a pluralistic and reflexive perspective on the meaning and responsibility of their research.

Keywords: perspective critique; analyse scientométrique; sociétal; finalités de la recherche; recherche en marketing (search for similar items in EconPapers)
Date: 2018-10
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Citations: View citations in EconPapers (1)

Published in Revue Française de Gestion, 2018, 44 (276), pp.11-31. ⟨10.3166/rfg.2018.00283⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02075347

DOI: 10.3166/rfg.2018.00283

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