La prise en compte de la durabilité dans les stratégies marketing des PME : apports et limites

This paper examines how SME managers in the agro-food sector include sustainable development into their marketing strategy. We focus on the link between sustainable development and performance, the impact of environmental factors on their practices and the limits that they perceive when trying to include sustainability into their marketing strategy. More than a marketing strength, sustainability appears as important for the people who work in the SME. However, there are some limits. ...French Abstract : Nous examinons dans cet article comment des directeurs de PME agroalimentaires à fort ancrage territorial s’approprient la notion de développement durable et l’expriment dans leurs stratégies marketing. Nous examinons successivement leur vision du lien entre développement durable et performance, l’impact des caractéristiques environnementales sur leurs pratiques et les limites qu’ils perçoivent à cette volonté d’intégrer la durabilité dans leur stratégie au moment de sa mise en œuvre. Au-delà de l’argument commercial, la durabilité apparaît comme un levier intéressant du projet d’entreprise et de la mobilisation des salariés. Néanmoins, la démarche comporte aussi des limites.SUSTAINABILITY; MARKETING STRATEGY; FOOD SECTOR; SMALL FIRMS

Labellisation, valorisation économique : fiche de synthèse 15

Dans le cadre de la globalisation, le devenir des activités agricoles et agroalimentaires de la région Languedoc-Roussillon, dépend étroitement des rapports qui s'établiront à l'avenir entre les dynamiques sectorielle et territoriale, pour trois secteurs essentiels: la compétitivité des filières, la cohésion des territoires littoraux et périurbains, la durabilité des systèmes de production. Pour répondre à ces défis, quelques propositions d'action sont formulées pour construire ou renforcer des réseaux, les compétences et pour mettre en place une véritable gouvernance régionale. À titre d'exemple: la création de modes alternatifs de commercialisation et l'expérimentation d'initiatives localisées (mise en place de circuits courts de production-consommation), le développement de plates-formes régionales de prospective pour orienter l'action publique, économique et la recherche, la création de dispositifs améliorant les connaissances et les systèmes d'information existants (création d'un observatoire régional de la traçabilité). Des compétences existent dans le domaine de la recherche pour appuyer de telles initiatives, en particulier dans le cadre du RTRA "Montpellier agronomie et développement durable". (Résumé d'auteur

La città di Porto : granito su granito. Centro culturale al Passeio Fontainhas

LAUREA MAGISTRALEPasseio Fontainhas. La roccia conquistata e custodita Il progetto si colloca tra Passeio Fontainhas e Avenida Eiffel in una zona di Porto subito al di fuori della traccia ancora visibile della Muralha Fernandina, verso est. L’area si presenta come una striscia di terreno - sviluppata longitudinalmente rispetto alla sponda settentrionale del Douro - che scende a precipizio verso il fiume. Qui si riconoscono radi terrazzamenti che, con andamento sconnesso e disordinato, si addossano agli edifici. Questo vuoto a strapiombo sul fiume è segnato dalla natura rocciosa che caratterizza l’intera città. Quest’area, come si legge nella cartografia storica, è sempre rimasta isolata rispetto allo sviluppo urbano, ponendosi come zona periferica separata dal contesto e senza alcuna connessione con la parte della città che le si addossa a nord. Questo problema, legato alla sua specifica conformazione geomorfologica, è stato ulteriormente rimarcato dalla costruzione del viadotto Duque de Loulé, che crea in questa zona un taglio netto con la parte di città rivolta verso il fiume e che impedisce definitivamente qualsiasi collegamento diretto di questo luogo con la struttura urbana circostante. Obiettivo del progetto è quello di conferire ordine attraverso un nuovo disegno capace di definire il ruolo di questa massa di granito, che non ha mai avuto una configurazione precisa. Il carattere impervio della costa sembra impedire il collegamento tra i due sistemi: la città e il fiume. Attraverso il progetto, l’ostacolo diventa occasione di risignificazione del rapporto tra natura e architettura. Prendendo come paradigma interpretativo l’architettura tipica del paesaggio del Douro e della stessa città di Porto, cioè la costruzione del paesaggio attraverso i terrazzamenti, il progetto si impadronisce del terreno, dove ce ne sia la possibilità. L’architettura dunque conquista, ma allo stesso tempo difende la natura di pietra. È così che si costruiscono tre possenti e massicci muri laddove la montagna ne ha bisogno e, allo stesso tempo, lo consente. Dal terrazzamento viene creato un edificio che sostiene la terra ma che parallelamente ne prende possesso al suo interno. Muri interamente di granito, che rafforzano l’immagine della parete naturale e che sono rappresentativi di un sostegno per la città e al contempo della possibilità dell’uomo di imprimere valore estetico all’ordine naturale, con lo scopo di creare lo spazio necessario allo svolgersi della vita. Un progetto ipogeo che prende possesso di ciò che è suo e di ciò che può indagare, rispettando la forza della montagna e dialogando con essa, attraverso un fitto sistema di relazioni che rendono chiare le possibilità costruttive insite nel luogo. Solo in pochi e misurati punti il progetto si apre: si mostra all’esterno attraverso la sua sezione, tramite episodi che, come figure autonome rispetto al resto della composizione, rivelano un ordine e una misura che descrive questa città sotterranea, disegnata all’interno della pietra

Feeding the rural tourism strategy? Food and notions of place and identity

The humble rural cuisine has now been thrust at the forefront of economic development strategies. This conceptual paper is a contribution to a growing critical awareness of the operations of the food industry and helps to foster a critical understanding of how, if at all, local food and its associated culture can help sustain rural tourism particularly and rural communities generally. It is inspired by literature about the international political economy of food and the many experiences of local food development, and is aware of the contrast between the structure of the industry and the hopes associated with its practice on the ground. The paper thus argues that, beyond the glamour and hype, there are those who gain, as well as those who lose, from the current food fad. While it explains the causes of the contemporary craze with food, the paper also interrogates the naı¨ve expectations often placed in food as a motor of rural development, and as the panacea for struggling rural communities. The empirical data on which this chapter is based are drawn from 18 short chapters explaining the history of various “traditional dishes” from the islands of the broad North Atlantic that feature in a recent food publication.peer-reviewe

Exploring the impact of social axioms on firm reputation: a stakeholder perspective

This study proposes a model of how deeply held beliefs, known as ‘social axioms, moderate the interaction between reputation, its causes and consequences with stakeholders. It contributes to the stakeholder relational field of reputation theory by explaining why the same organizational stimuli lead to different individual stakeholder responses. The study provides a shift in reputation research from organizational-level stimuli as the root causes of stakeholder responses to exploring the interaction between individual beliefs and organizational stimuli in determining reputational consequences. Building on a conceptual model that incorporates product/service quality and social responsibility as key reputational dimensions, the authors test empirically for moderating influences, in the form of social axioms, between reputation-related antecedents and consequences, using component-based structural equation modelling (n = 204). In several model paths, significant differences are found between responses of individuals identified as either high or low on social cynicism, fate control and religiosity. The results suggest that stakeholder responses to reputation-related stimuli can be systematically predicted as a function of the interactions between the deeply held beliefs of individuals and these stimuli. The authors offer recommendations on how strategic reputation management can be approached within and across stakeholder groups at a time when firms grapple with effective management of diverse stakeholder expectations

La prise en compte de la durabilité dans les stratégies marketing des PME : apports et limites

Nous examinons dans cet article comment des directeurs de PME agroalimentaires à fort ancrage territorial s’approprient la notion de développement durable et l’expriment dans leurs stratégies marketing. Nous examinons successivement leur vision du lien entre développement durable et performance, l’impact des caractéristiques environnementales sur leurs pratiques et les limites qu’ils perçoivent à cette volonté d’intégrer la durabilité dans leur stratégie au moment de sa mise en œuvre. Au-delà de l’argument commercial, la durabilité apparaît comme un levier intéressant du projet d’entreprise et de la mobilisation des salariés. Néanmoins, la démarche comporte aussi des limites. This paper examines how SME managers in the agro-food sector include sustainable deve lopment into their marketing strategy. We focus on the link between sustainable development and performance, the impact of environmental factors on their practices and the limits that they perceive when trying to include sustainability into their marketing strategy. More than a marketing strength, sustainability appears as important for the people who work in the SME. However, there are some limits

Re-assessing the influence of mental intangibility on consumer decision making

The present paper explores the influence of mental intangibility on the size of the consideration set, both on tangible products and services. This research also examines the moderating effect of purchase involvement and objective knowledge on the set. Two experimental studies were conducted to examine these relations. Overall, the results indicate that mental intangibility positively influences the size of the consideration set, regardless of the offering type (product or service). This effect is stronger in low levels of knowledge. Consumer involvement does not seem to have a moderating effect on this relation. This study’s implications and recommendations for future research are also discussed

New insights into emotion valence and loyalty intentions in relational exchanges

This research examines how emotion valence and future intentions arising from relational exchangeswithaservicefirmdependonaconsumer'slevelofgoalattainmentandlocusofcausality (firm vs. self) of relational outcomes. Drawing on the theories of goal-directed behavior and agency of causation, this study hypothesizes that levels of goal attainment and locus of causality influence the generation of positive emotions (gratitude), negative emotions (grudge and guilt), relational mediators (trust and commitment), and subsequent future intentions to remain loyal to the firm. Based on a controlled experiment with 284 subjects in a consumer-determined relationshipsetting,theresearchfindsthatemotionvalenceandfutureloyaltyintentionsarecontingent upon the fulfillment of relational objectives of individual consumers and the agency of causation for the outcome of the relational exchanges. In doing so, this study delineates the conditioning mechanism that directs how emotion valence influences behavioral intentions. The study contributes to the consumer behavior and services marketing literatures on consumption-based emotionsandhassignificantpracticeimplicationsforrelationalbehaviors