Management des compétences

Dietrich, Anne; Gilbert, Patrick; Pigeyre, Frédérique

doi:10.3917/dunod.dietr.2010.01

Cited by 33 publications

(3 citation statements)

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“…Notre analyse révèle des dynamiques internes de collaboration entre les responsables RSE et ceux du marketing qui aboutissent à la co-création de marques durables quel que soit le niveau d'intégration de la RSE dans la marque. Ces dynamiques représentent les relations existantes entre plusieurs acteurs, interdépendants, pour arriver à réaliser un projet commun (Dietrich et al, 2010 ;Heugens et al, 2002). La figure de l'activiste interne émerge en tant que leader qui oeuvre pour faire de ses collègues des champions de marque en transition vers la durabilité visant un positionnement centré sur la RSE (Garas et al, 2018 ;Vallaster et de Chernatony, 2003).…”

Section: Résultatsunclassified

Rôle du branding interne dans la transformation sociétale de la marque

Regany¹,

Longo

2023

Recherche et Applications en Marketing (French Edition)

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Résumé La recherche a étudié le contexte organisationnel nécessaire au développement de marques durables sans explorer comment leur transformation s’opère. En adoptant le cadre conceptuel du branding interne, nous étudions la transformation sociétale de la marque gérée par les acteurs internes et les enjeux émergeants. Une étude qualitative révèle des dynamiques de collaboration et de tension entre responsables RSE et marketing, donnant lieu à la co-création de marques durables et visant un positionnement RSE. La figure de l’ activiste, leader œuvrant pour faire de ses collègues des champions de marque en transition vers la durabilité, émerge. En connectant marketing interne et externe, des contradictions alimentent les dilemmes de la marque : communication transparente contre silence opaque, confiance en soi contre doute. Nos apports théoriques s’inscrivent en branding interne, co-création de marque et complexités des marques durables. Des recommandations visant à gérer en interne et à accélérer la transformation sociétale des marques sont proposées.

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Section: Résultatsunclassified

Rôle du branding interne dans la transformation sociétale de la marque

Regany¹,

Longo

2023

Recherche et Applications en Marketing (French Edition)

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“…Our analysis reveals the internal dynamics of collaboration between CSR and marketing managers, resulting in the co-creation of sustainable brands whatever the level of integration of CSR into branding. These dynamics depict the relations among multiple interdependent actors to achieve a common project (Dietrich et al, 2010;Heugens et al, 2002). The figure of the activist emerges as a leader who works to turn his colleagues into sustainable brand change champions shaping the CSR-based positioning (Garas et al, 2018;Vallaster and De Chernatony, 2003).…”

Section: Internal Branding Issues: Collaborative and Tensed Internal ...mentioning

confidence: 99%

The role of internal branding in managing sustainable brand transformation

Regany

Longo

2023

Recherche et Applications en Marketing (English Edition)

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Research has explored the organizational context required to develop sustainable brands, but has ignored how the transformation unfolds. We draw on the internal branding conceptual framework to study how sustainable brand transformation is internally managed and the issues emerging in this transformation. A qualitative study, based on a variety of sources (interviews with managers, observation, secondary data), reveals collaborative and tensed internal branding dynamics between corporate social responsibility (CSR) and marketing managers, inducing a CSR-based positioning and co-creation of sustainable brands. The figure of the activist emerges as a leader who works to turn his colleagues into sustainable brand-change champions. Moreover, when connecting to external branding, managers navigate through two sets of contradictions that feed brand dilemmas: transparent communication versus opaque silence and self-confidence versus doubt. Theoretical contributions in internal branding, brand co-creation, and sustainable brand complexities as well as recommendations to internally manage and accelerate sustainable brand transformation are presented.

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“…ACCES-REAGIS is trying to help not only beneficiaries themselves but also itself as a WISELO model by enabling excluded people to return to a work-based training in order to return to the labor market (CEDEFOP, 2013), and a solidarity business model by integrating skills to build a local safe society without high unemployment and social exclusion. The solidarity skills are understood, here, as a combination between knowing how to act in a concrete situation and an ability to draw on more abstract resources (Dietrich, 2010). Those specific skills constitute a territorialized social tools construct, and may be a subject of provisional dispute and compromise within enterprises as to how to define and recognize them (Dietrich, 1997;Scouarnec, 2000;Segrestin, 2004).…”

Section: Indicatorsmentioning

confidence: 99%

The Work Integration Social Enterprises as Learning Organizations: In the quest of a new local governance in order to build another model of local sustainable development / Chapter 2

Glémain¹

2018

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The model of sustainable development implies political support from local authorities to the actors of this territorial dynamic which is sustained by the social and solidarity economy’s organizations and this, whether is their potential of transformation in the economic, social and environmental level. In this context, social enterprises as learning organizations involved in the field of integration through economic appear like “firms” at the heart of the features of development of the territory and local development process, in the way of a dialogue “company-territory” as descending as ascending in servicing employment through learning processes with work. To demonstrate this, we rely on the case of “ateliers et chantiers d’insertion” (ACI), which are sustained by the institutions of the French network Chantier école. A large part of this contribution comes from a working paper out of the research program ICSEM-SOCENT into the European network EMES.

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Management des compétences

Cited by 33 publications

References 0 publications

Rôle du branding interne dans la transformation sociétale de la marque

Rôle du branding interne dans la transformation sociétale de la marque

The role of internal branding in managing sustainable brand transformation

The Work Integration Social Enterprises as Learning Organizations: In the quest of a new local governance in order to build another model of local sustainable development / Chapter 2

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