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Ikea: une éthique en kit! by Gasparini-C

Ikea: une éthique en kit!

by Gasparini-C
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Book cover type: Paperback
  • ISBN13: 9783841787200
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Omniscriptum
  • Publisher Imprint: Omniscriptum
  • Publication Date:
  • Pages: 128
  • Original Price: USD 63.0
  • Language: French
  • Edition: N/A
  • Item Weight: 200 grams
  • BISAC Subject(s): General

Fondateur à dix-sept ans du groupe suédois IKEA, Ingvar Kamprad a bâti sa puissance financière en transformant sa petite entreprise familiale en une véritable multinationale couronnée de succès. Ce succès phénoménal peut s'expliquer par les différents axes stratégiques choisis, et agencés au fil du temps par ce géant de l'ameublement. Nuançons, toutefois, ce véritable mythe qu'est devenu IKEA aujourd'hui. Ce géant de l'ameublement est clairement un modèle en matière de stratégie mais, qu'en est-il en matière d'éthique ? L'éthique des affaires est, en effet, au centre de tous les débats et les attentes grandissantes des consommateurs poussent les entreprises à allier éthique et marketing. Il existe même aujourd'hui un terme markéthique , contraction des mots marketing et éthique, désignant le fait d'instrumentaliser l'éthique à des fins commerciales. Cependant, nous sommes en droit de nous questionner sur la sincérité de certaines entreprises: s'agit-il d'une réelle prise de conscience ou simplement d'une nouvelle stratégie marketing ? Peut-on attendre une réelle implication des dirigeants d'entreprises? Quelle crédibilité pouvons-nous accorder à leurs actions markéthique ?

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