ror.org/0476zq753
Abstracts
Résumé
Face aux enjeux sociétaux actuels, une profonde transformation du marketing semble nécessaire. Les PME nées durables peuvent être des laboratoires d’expérimentation et des acteurs importants pour induire des changements sur le marché en faveur de la durabilité. Grâce à une étude qualitative exploitant divers matériaux, cet article se propose de comprendre quelles pratiques marketing permettent aux PME nées durables de façonner le marché en faveur des offres durables et ainsi être légitimes à agir sur ce même marché. Les résultats montrent que ces PME adoptent une approche collaborative au-delà du rapport classique offre-demande en s’appuyant sur leur écosystème, cherchant ainsi à construire une légitimité collective.
Mots-clés :
- Pratiques marketing,
- Façonnage des marchés,
- Légitimité,
- Offre durable,
- PME nées durables
Abstract
In the face of current societal challenges, an in-depth transformation of marketing seems necessary. Born-sustainable SMEs can be experimental laboratories and important actors in bringing about changes in the market in favour of sustainability. Through a qualitative study utilizing various materials, we aim to understand the marketing practices that enable them to shape the market for sustainable offerings and thus legitimize their presence in that market. The results show that born-sustainable SMEs adopt a collaborative approach that goes beyond the classic supply-demand relationship by mobilizing a network of actors, seeking to build collective legitimacy.
Keywords:
- Marketing practices,
- Markets-shaping,
- Legitimacy,
- Sustainable offerings,
- Born-sustainable SMEs
Resumen
Ante los desafíos societales actuales, parece necesaria una transformación profunda del marketing. Las PyME nacidas sostenibles pueden ser laboratorios de experimentación y actores importantes para inducir cambios en el mercado a favor de la sostenibilidad. Mediante un estudio cualitativo que explora diversos materiales, este artículo tiene como objetivo comprender qué prácticas de marketing permiten a las PyME nacidas sostenibles, a configurar el mercado a favor de las ofertas sostenibles y así legitimarse para actuar en ese mismo mercado. Los resultados muestran que estas PyME adoptan un enfoque colaborativo más allá de la relación clásica entre oferta y demanda, apoyándose en su ecosistema y buscando construir una legitimidad colectiva.
Palabras clave:
- Prácticas de marketing,
- Configuración de mercados,
- Legitimidad,
- Oferta sostenible,
- PyME nacidas sostenibles
Appendices
Références
-
Ahrne, G., Aspers, P. et Brunsson, N. (2015). The organization of markets. Organization Studies, 36(1), 7‑27.10.1177/0170840614544557 Google Scholar Search this bibliographic reference on Google Scholar
-
Alexiou, K. et Wiggins, J. (2019). Measuring individual legitimacy perceptions : scale development and validation. Strategic Organization, 17(4), 470-496.10.1177/1476127018772862 Google Scholar Search this bibliographic reference on Google Scholar
-
Araujo, L., Kjellberg, H. et Spencer, R. (2008). Market practices and forms : introduction to the special issue. Marketing Theory, 8(1), 5-14.10.1177/1470593107086481 Google Scholar Search this bibliographic reference on Google Scholar
-
Baker, J.J. et Nenonen, S. (2020). Collaborating to shape markets : emergent collective market work. Industrial Marketing Management, 85(2) 240‑253.10.1016/j.indmarman.2019.11.011 Google Scholar Search this bibliographic reference on Google Scholar
-
Bascoul, G. et Moutot, J.-M. (2009). Stratégie de valeur étendue. Dans Marketing et développement durable (p. 81-87). Paris, France, Dunod.Google Scholar Search this bibliographic reference on Google Scholar
-
Béji-Bécheur, A., Decrop, A. et Nabec, L. (2023). Le marketing souffre d’une image négative auprès d’un tiers des Français. The Conversation. Récupéré le 1er mars 2023 sur le site : https://theconversation.com/le-marketing-souffre-dune-image-negative-aupres-dun-tiers-des-francais-200584. Google Scholar Search this bibliographic reference on Google Scholar
-
Bellion, A. et Robert-Demontrond, P. (2018). Le rôle des imaginaires dans la construction d’un marché innovant : une étude ethnomarketing du marché des nanotechnologies. Recherche et Applications en Marketing, 33(2), 27-49.10.1177/0767370117738707 Google Scholar Search this bibliographic reference on Google Scholar
-
Bos-Brouwers, H.E.J. (2010). Corporate sustainability and innovation in SMEs : evidence of themes and activities in practice. Business Strategy and the Environment, 19(7), 417-435.10.1002/bse.652 Google Scholar Search this bibliographic reference on Google Scholar
-
Brundtland, G.H. (1987). Notre avenir à tous (rapport de la Commission mondiale sur l’environnement et le développement). Genève, Nations unies.Google Scholar Search this bibliographic reference on Google Scholar
-
Capelli, S. et Sabadie, W. (2005). La légitimité d’une communication sociétale : le rôle de l’annonceur. Recherche et Applications en Marketing, 20(4), 53‑70.10.1177/076737010502000403 Google Scholar Search this bibliographic reference on Google Scholar
-
Chaney, D. et Ben Slimane, K. (2014). La grille d’analyse néo-institutionnelle au bénéfice de l’élargissement du marketing à des dimensions institutionnelles. Recherche et Applications en Marketing, 29(2), 99‑117.10.1177/0767370113517786 Google Scholar Search this bibliographic reference on Google Scholar
-
Cohen, B. et Winn, M.I. (2007). Market imperfections, opportunity and sustainable entrepreneurship. Journal of Business Venturing, 22(1), 29-49.10.1016/j.jbusvent.2004.12.001 Google Scholar Search this bibliographic reference on Google Scholar
-
Collin-Lachaud, I. et N’Goala, G. (2023). Décisions Marketing, 30 ans de recherche pour la prise de décisions marketing : bilan et perspectives. Décisions Marketing, 2(110), 5-14.10.3917/dm.110.0005 Google Scholar Search this bibliographic reference on Google Scholar
-
De Freitas Netto, S.V., Sobral, M.F.F., Ribeiro, A.R.B. et Soares, G.R. (2020). Concepts and forms of greenwashing : a systematic review. Environmental Sciences Europe, 32(19), 1-12.10.1186/s12302-020-0300-3 Google Scholar Search this bibliographic reference on Google Scholar
-
Dekhili, S., Merle, A. et Ochs, A. (2021). Marketing durable. Montreuil, Pearson France.Google Scholar Search this bibliographic reference on Google Scholar
-
Echeverri, P. et Skålén, P. (2011). Cocreation and codestruction : a practice theory based study of interactive value formation. Marketing Theory, 11(3), 351-373.10.1177/1470593111408181 Google Scholar Search this bibliographic reference on Google Scholar
-
Elkington, J. (1998). Cannibals with forks : the triple bottom line of 21st century business. New York, New Society Publishers.10.1002/tqem.3310080106 Google Scholar Search this bibliographic reference on Google Scholar
-
Ernst, R.A., Gerken, M., Hack, A. et Hülsbeck, M. (2022). SMES’ reluctance to embrace corporate sustainability : the effect of stakeholder pressure on self-determination and the role of social proximity. Journal of Cleaner Production, 335, 130273.10.1016/j.jclepro.2021.130273 Google Scholar Search this bibliographic reference on Google Scholar
-
Flaig, A., Kindström, D. et Ottosson, M. (2021). Market-shaping phases, a qualitative meta-analysis and conceptual framework. AMS Review, 11(3‑4), 354‑374.10.1007/s13162-021-00213-z Google Scholar Search this bibliographic reference on Google Scholar
-
Gabriel, P. (2003). Le marketing comme moyen de légitimation des entreprises dans une perspective de développement durable. Décisions Marketing, 29(janvier-mars), 67‑77.10.7193/DM.029.67.76 Google Scholar Search this bibliographic reference on Google Scholar
-
Gagné, V., Berthelot, S. et Coulmont, M. (2022). Déterminants de la mise en place de pratiques durables par les PME. La Revue des Sciences de Gestion, 317-318(5-6), 111-128.Google Scholar Search this bibliographic reference on Google Scholar
-
Giesler, M. (2012). How doppelgänger brand images influence the market creation process : longitudinal insights from the rise of botox cosmetic. Journal of Marketing, 76(6), 55-68.10.1509/jm.10.0406 Google Scholar Search this bibliographic reference on Google Scholar
-
Glaser, B.G. et Strauss, A.L. (1967). The discovery of grounded theory : strategies for qualitative research. Chicago Glaser, Aldine.10.1097/00006199-196807000-00014 Google Scholar Search this bibliographic reference on Google Scholar
-
Hawa, J., Baker, J. et Plewa, C. (2020). Composing markets : a framework of intentionality in market-shaping. Journal of Business Research, 121, 47-57.10.1016/j.jbusres.2020.08.013 Google Scholar Search this bibliographic reference on Google Scholar
-
Humphreys, A. (2010). Megamarketing : the creation of markets as a social process. Journal of Marketing, 74(2), 1‑19.10.1509/jmkg.74.2.1 Google Scholar Search this bibliographic reference on Google Scholar
-
Humphreys, A. et Latour, K.A. (2013). Framing the game : assessing the impact of cultural representations on consumer perceptions of legitimacy. Journal of Consumer Research, 40(4), 773.10.1086/672358 Google Scholar Search this bibliographic reference on Google Scholar
-
Holt, D.B. (2012). Constructing sustainable consumption from ethical values to the cultural transformation of unsustainable markets. The Annals of the American Academy of Political and Social Science, 644(1), 236-255.10.1177/0002716212453260 Google Scholar Search this bibliographic reference on Google Scholar
-
Jarzabkowski, P., Balogun, J. et Seidl, D. (2007). Strategizing : the challenges of a practice perspective. Human Relations, 60(1),5-27.10.1177/0018726707075703 Google Scholar Search this bibliographic reference on Google Scholar
-
Jenkins, H. (2009). A business opportunity model of corporate social responsibility for small and medium sized enterprises. Business Ethics : a European Review, 18(1), 21-36.10.1111/j.1467-8608.2009.01546.x Google Scholar Search this bibliographic reference on Google Scholar
-
Keränen, O., Lehtimäki, T., Komulainen, H. et Ulkuniemi, P. (2023). Changing the market for a sustainable innovation. Industrial Marketing Management, 108, 108‑121.10.1016/j.indmarman.2022.11.005 Google Scholar Search this bibliographic reference on Google Scholar
-
Kjellberg, H. et Helgesson, C.-F. (2007). On the nature of markets and their practices. Marketing Theory, 7(2), 137-162.10.1177/1470593107076862 Google Scholar Search this bibliographic reference on Google Scholar
-
Knoppen, D. et Knight, L. (2022). Pursuing sustainability advantage : the dynamic capabilities of born sustainable firms. Business Strategy and the Environment, 31(4), 1789-1813.10.1002/bse.2984 Google Scholar Search this bibliographic reference on Google Scholar
-
Kumar, K., Boesso, G., Favotto, F. et Menini, A. (2012). Strategic orientation, innovation patterns and performances of SMEs and large companies. Journal of Small Business and Enterprise Development, 19(1), 132-145.10.1108/14626001211196442 Google Scholar Search this bibliographic reference on Google Scholar
-
Labelle, F. et St-Pierre, J. (2015). La conjugaison des facteurs contextuels, organisationnels et individuels comme déterminant de la sensibilité des PME au sujet du développement durable. Revue internationale PME, 28(1), 157-189.
10.7202/1030483ar
Google Scholar
Search this bibliographic reference on Google Scholar
-
Le Nagard, E. et Giannelloni, J.-L. (2016). « Ce n’est que du marketing » ! Décisions Marketing, 81(1), 5-8.10.7193/DM.081.05.08 Google Scholar Search this bibliographic reference on Google Scholar
-
Lichtlé, M.-C., Nabec, L., Roux, D. et Chevalier, C. (2018). Légitimité des associations de consommateurs et vulnérabilité perçue de leurs publics : quels effets sur l’intention de confiance envers les acteurs consuméristes ? Recherche et Applications en Marketing, 33(1), 56-77.10.1177/0767370117738706 Google Scholar Search this bibliographic reference on Google Scholar
-
Maciel, A.F. et Fischer, E. (2020). Collaborative market driving : how peer firms can develop markets through collective action. Journal of Marketing, 84(5), 41‑59.10.1177/0022242920917982 Google Scholar Search this bibliographic reference on Google Scholar
-
Martin, D.M. et Schouten, J.W. (2014a). La réponse à la question « Que pouvons-nous faire ? » : le marketing durable. Recherche et Applications en Marketing, 29(3), 109‑111.10.1177/0767370114527676 Google Scholar Search this bibliographic reference on Google Scholar
-
Martin, D.M. et Schouten, J.W. (2014b). Consumption-driven market emergence. Journal of Consumer Research, 40(5), 855‑870.10.1086/673196 Google Scholar Search this bibliographic reference on Google Scholar
-
Mencarelli, R. et Rivière, A. (2015). Perceived value in B2B and B2C : a comparative approach and cross-fertilization. Marketing Theory, 15(2), 201-220.10.1177/1470593114552581 Google Scholar Search this bibliographic reference on Google Scholar
-
Miles, M.B. et Huberman, A.M. (2003). Analyse des données qualitatives. Bruxelles, De Boeck Supérieur.Google Scholar Search this bibliographic reference on Google Scholar
-
Nabec, L., Chevalier, C., Briat, E. et Roux, D. (2015). Légitimité et stratégies de légitimation des associations de consommateurs dans le paysage consumériste actuel. DécisionsMarketing, 78, 63-77.10.7193/DM.078.63.77 Google Scholar Search this bibliographic reference on Google Scholar
-
Nenonen, S. et Storbacka, K. (2020). Don’t adapt, shape ! Use the crisis to shape your minimum viable system and the wider market. Industrial Marketing Management, 88, 265‑271.10.1016/j.indmarman.2020.05.022 Google Scholar Search this bibliographic reference on Google Scholar
-
Nenonen, S., Storbacka, K., Sklyar, A., Frow, P. et Payne, A. (2020). Value propositions as market-shaping devices : a qualitative comparative analysis. Industrial Marketing Management, 87, 276‑290.10.1016/j.indmarman.2019.10.006 Google Scholar Search this bibliographic reference on Google Scholar
-
Nenonen, S., Storbacka, K. et Windahl, C. (2019). Capabilities for market-shaping : triggering and facilitating increased value creation. Journal of the Academy of Marketing Science, 47(4), 617-639.10.1007/s11747-019-00643-z Google Scholar Search this bibliographic reference on Google Scholar
-
Nilsson, J. et Helgesson, C.-F. (2015). Epistemologies in the wild : local knowledge and the notion of performativity. Journal of Marketing Management, 31(1-2), 16-36.10.1080/0267257X.2014.977332 Google Scholar Search this bibliographic reference on Google Scholar
-
Pacheco, D., Ten Caten, C., Jung, C.F., Navas, H.V. et Cruz, M.V. (2018). Eco-innovation determinants in manufacturing SMEs from emerging markets : systematic literature review and challenges. Journal of Cleaner Production,142, 2277-2287.10.1016/j.jclepro.2016.11.049 Google Scholar Search this bibliographic reference on Google Scholar
-
Paradas, A. (2007). Le dirigeant comme levier de la RSE en TPE : approche exploratoire basée sur l’utilisation de récits et d’une cartographie cognitive. Revue internationale PME, 20(3-4), 43-67.10.7202/1008523ar
Google Scholar
Search this bibliographic reference on Google Scholar
-
Parrish, B.D. (2010). Sustainability-driven entrepreneurship : principles of organization design. Journal of Business Venturing, 25(5), 510-523.10.1016/j.jbusvent.2009.05.005 Google Scholar Search this bibliographic reference on Google Scholar
-
Pras, B. (2023). Ruptures et prise de décision marketing : la synchronisation stratégique revisitée. Décisions Marketing, 110(2), 29-34.10.3917/dm.110.0029 Google Scholar Search this bibliographic reference on Google Scholar
-
Pierre, A. et Fernandez, A.-S. (2018). Capacités dynamiques et innovation en PME : analyse d’un cas d’échec. Revue internationale PME, 31(34), 131-165.10.7202/1054421ar
Google Scholar
Search this bibliographic reference on Google Scholar
-
Reckwitz, A. (2002). Toward a theory of social practices : a development in culturalist theorizing. European Journal of Social Theory, 5(2), 243‑263.10.1177/13684310222225432 Google Scholar Search this bibliographic reference on Google Scholar
-
Rémy, E., Roux, D., Arnould, E., Askegaard, S., Beudaert, A., Galluzzo, A., Giannelloni, J.L. et Marion, G. (2023). Look up ! Cinq propositions de recherche pour repenser le marketing dans une société post-croissance. Recherche et Applications en Marketing, 39(1), 78-100.10.1177/07673701231220996 Google Scholar Search this bibliographic reference on Google Scholar
-
Robert-Demontrond, P., Bellion, A. et Beausset, T. (2020). Principes, enjeux et limites de la théorie des pratiques pour le marketing. Management & Sciences Sociales, 28, 93-105.10.3917/mss.028.0093 Google Scholar Search this bibliographic reference on Google Scholar
-
Ryan, G.W. et Bernard, H.R. (2003). Techniques to identify themes. Field Methods, 15(1), 85-109.10.1177/1525822X02239569 Google Scholar Search this bibliographic reference on Google Scholar
-
Rogers, E.M. (2003). Diffusion of innovation. New York, Free Press.Google Scholar Search this bibliographic reference on Google Scholar
-
Skålén, P., Cova, B., Gummerus, J. et Sihvonen, A. (2023). Marketing-as-practice : a framework and research agenda for value-creating marketing activity. Marketing Theory, 23(2), 185-206.10.1177/14705931221123949 Google Scholar Search this bibliographic reference on Google Scholar
-
Skålén, P. et Hackley, C. (2011). Marketing-as-practice. Introduction to the special issue. Scandinavian Journal of Management, 27(2), 189-195.10.1016/j.scaman.2011.03.004 Google Scholar Search this bibliographic reference on Google Scholar
-
Slater, S.F. et Olson, E.M. (2001). Marketing’s contribution to the implementation of business strategy : an empirical analysis. Strategic Management Journal, 22(11), 1055-1067.10.1002/smj.198 Google Scholar Search this bibliographic reference on Google Scholar
-
Sprong, N., Driessen, P.H., Hillebrand, B. et Molner, S. (2021). Market innovation : a literature review and new research directions. Journal of Business Research, 123(8), 450-462.10.1016/j.jbusres.2020.09.057 Google Scholar Search this bibliographic reference on Google Scholar
-
Suchman, M.C. (1995). Managing legitimacy : strategic and institutional approaches. TheAcademy of Management Review, 20(3), 571-610.10.5465/amr.1995.9508080331 Google Scholar Search this bibliographic reference on Google Scholar
-
Szabo, S. et Webster, J. (2021). Perceived greenwashing : the effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171(4), 719-739.10.1007/s10551-020-04461-0 Google Scholar Search this bibliographic reference on Google Scholar
-
Tello, S. et Yoon, E. (2008). Examining drivers of sustainable innovation. International Journal of Business Strategy, 8(3), 164‑169.Google Scholar Search this bibliographic reference on Google Scholar
-
Volle, P. et Schouten, J.W. (2022). Marketing (plus) durable. Louvain-la-Neuve, De Boeck Supérieur.Google Scholar Search this bibliographic reference on Google Scholar
-
Yoon, E. et Tello, S. (2009). Drivers of sustainable innovation : exploratory views and corporate strategies. Seoul Journal of Business, 15(2), 85‑115.10.35152/snusjb.2009.15.2.004 Google Scholar Search this bibliographic reference on Google Scholar
-
Zaidi-Chtourou, S. et Vernier, M.F. (2017). Le management de la légitimité : analyse du discours des enseignes spécialisées dans la distribution de produits biologiques. Décisions Marketing, 86, 67-88.10.7193/DM.086.67.88 Google Scholar Search this bibliographic reference on Google Scholar