The reaction: the socially responsible alliances: strategic issues and conditions for success for enterprises/The reply: irresponsibility of socially responsible alliances

The emergence of socially responsible alliances follows the dynamics of alliances and that of corporate social responsibility (CSR), which accelerated during the past two 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.159-172
Main Authors: Llorca, Matthieu, Seltene, Mehdi, Boudali, Rim Methamem, Zghal, Mustapha
Format: Article
Language:fre
Subjects:
Alliances
Brands
Consumer behaviour
Europe
Planning methods
Profit
Profitability
Social responsibility
Western Europe
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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 past two 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. Reproduced by permission of Bibliothèque de Sciences Po
ISSN:1160-7742