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Mp6 PARIS 2.0 (Sept 2009)

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LA MARQUE AVEC UNE CONSCIENCE SOCIALE

La crise accélère la prise de conscience des impacts sociaux de l'activité de l'entreprise, des externalités positives ou négatives qu'elle génère, et favorise le développement d'écosystèmes gagnant/gagnant plus ou moins applicables à grande échelle. La ré-alliance des parties prenantes de l'entreprise passera en tout cas par l'ouverture de l'entreprise à des communautés d'intérêts proches de son champs d'activité mais plus ou moins éloignées de ses considérations propres. L'entreprise devient concernée par le "bien commun" surtout si elle peut porter une forme de progrès socio culturel et que les projets initiés font vivre les valeurs de la marque.

- Sandrine Plasseraud, European Business Director wearesocial , UK

- Dominique Retoux, responsable développement des agences de conseil et de services en developpement durable, groupe SOS , France

- Stéphan Arino, responsable qualité de services, Danone France

- Caroline Mitanne, présidente Guide Caro , France

- Christopher Lemoine, responsable communication, Michel et Augustin , France

- Pierre Royer, Chef de groupe du developpement durable, Castorama , France

- Pascal Cottereau, Directeur des études, mp 6 , France

- Samia Ghozlane, Responsable du Service Internet & NTIC, AFM-Téléthon, France

- Renaud Attal, Responsable développement, Full Opt'In, Paris

Pour accéder au site de PARIS 2.0 de septembre 2009 : http://www.amiando.com/strategies20aparis.htm

Published in: Business, Technology
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Mp6 PARIS 2.0 (Sept 2009)

  1. 1. LA MARQUE AVEC UNE CONSCIENCE SOCIALE Présentation du 24 septembre 2009
  2. 2. LA MARQUE AVEC UNE CONSCIENCE SOCIALE <ul><li>Présentation </li></ul><ul><li>La crise accélère la prise de conscience des impacts sociaux de l'activité de l'entreprise, des externalités positives ou négatives qu'elle génère, et favorise le développement d'écosystèmes gagnant/gagnant plus ou moins applicables à grande échelle. </li></ul><ul><li>La ré-alliance des parties prenantes de l'entreprise passera en tout cas par l'ouverture de l'entreprise à des communautés d'intérêts proches de son champs d'activité mais plus ou moins éloignées de ses considérations propres. </li></ul><ul><li>L'entreprise devient concernée par le &quot;bien commun&quot; surtout si elle peut porter une forme de progrès socio-culturel et que les projets initiés font vivre les valeurs de la marque. </li></ul><ul><li>Opportunités </li></ul><ul><li>Multiplication des points de contacts (augmentation des communautés et du nombre de leurs membres, emails) </li></ul><ul><ul><li>ECOUTE </li></ul></ul><ul><li>Possibilités d'observations (blogs, forums) </li></ul><ul><ul><li>BENCHMARK </li></ul></ul><ul><li>De nouveaux choix s opérationnels (réseaux sociaux) </li></ul><ul><ul><li>STRATEGIE </li></ul></ul><ul><li>Exemples </li></ul><ul><li>Le luxe et la crise : vers une redéfinition de la valeur </li></ul><ul><li>Avec S. Le Badezet </li></ul><ul><li>La théorie du vide au service des entreprises </li></ul><ul><li>Avec S. Le Badezet </li></ul><ul><li>L'analyse des réseaux sociaux et communautaires : un nouveau vecteur de développement pour l'entreprise </li></ul>
  3. 3. LA MARQUE AVEC UNE CONSCIENCE SOCIALE <ul><li>Ethical Business </li></ul><ul><li>Ethical Business </li></ul><ul><li>Exemples de publications scientifiques </li></ul><ul><li>Exploring origins of ethical company/brand perceptions — A consumer perspective of corporate ethics Journal of Business Research , In Press, Corrected Proof , Available online 21 April 2009 Katja H. Brunk </li></ul><ul><li>The social economics of ethical consumption: Theoretical considerations and empirical evidence Journal of Socio-Economics , In Press, Corrected Proof , Available online 30 July 2009 Martha A. Starr </li></ul><ul><li>The influence of ethical climate on marketing employees' job attitudes and behaviors Journal of Business Research , In Press, Corrected Proof , Available online 24 June 2009 James B. DeConinck </li></ul><ul><li>989 articles depuis 1980 ( Business Horizons, Journal of Business Research, Accounting, Organizations and Society, The Journal of Socio-Economics, Organizational Dynamics) </li></ul><ul><li>26,28 % des publications parues ces quatre dernières années. </li></ul>
  4. 4. LA MARQUE AVEC UNE CONSCIENCE SOCIALE <ul><li>Networks </li></ul><ul><li>Exemple lancement d'un téléphone mobile </li></ul><ul><li>Exemple Elections US </li></ul><ul><li>Identification des acteurs et de leur position </li></ul>Réchauffement climatique
  5. 5. LA MARQUE AVEC UNE CONSCIENCE SOCIALE <ul><li>Text </li></ul><ul><li>Networks </li></ul><ul><li>Data </li></ul><ul><li>Piloter l'ensemble </li></ul>
  6. 6. MERCI DE VOTRE ATTENTION www.mp6.fr http://www.slideshare.net/cottereau/paris-2-0

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