LA RÉACTION: Les alliances socialement responsables: enjeux stratégiques et conditions de succès pour les entreprises/LA RÉSPONSE: L'irresponsabilité des alliances socialement responsables

The emergence of socially responsible alliances follows the dynamics of alliances and that of corporate social responsibility (CSR) which accelerated during the two last decades. The strategic profits caused by these alliances are real and significant, through an improvement of brand image and also...

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Bibliographic Details
Published in:La revue des sciences de gestion 2008-05, Vol.43 (231/232), p.155
Main Authors: Llorca, Matthieu, Seltene, Mehdi, Boudali, Rim Methamem, Zghal, Mustapha
Format: Article
Language:fre
Subjects:
Alliances
Corporate responsibility
Credibility
Market positioning
Profits
Studies
Online Access:Get full text
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Summary:The emergence of socially responsible alliances follows the dynamics of alliances and that of corporate social responsibility (CSR) which accelerated during the two last decades. The strategic profits caused by these alliances are real and significant, through an improvement of brand image and also financial profits in the short and long-term. However, if responsible alliance seems to be able to offer a broad range of answers to the dynamics of the CSR, its economic success depends above all on the reaction on the consumer, which is affected by credibility, and the reputation of alliance in these social activities; in other words, a determining factor is the relative positioning of the alliance called "socially responsible," compared to its competitors in the same segment of the market.
ISSN:1160-7742
1760-6136