L'IMPACT DE LA DIMENSION ETHIQUE DANS LA STRATEGIE DE COMMUNICATION DE L'ENTREPRISE : LA NECESSITE D'UNE COMMUNICATION « RESPONSABLE »

Abstract : Consumers expect companies to conduct their business in an ‘ethical' way, recognising both their ‘social' and ‘commercial' responsibilities. Consumers do not tend to make a distinction between ‘responsible' communication and brand communication. Ethical communication is, however, part of institutional communication and must address the civil and individual conscience. Brand communication must bridge the gap by setting up a veritable ‘moral contract' with the consumer. Firms therefore find themselves in the tricky situation of having to make sure that their words and their acts are responsible whilst ensuring at the same time that they remain competitive. It appears to be quite difficult therefore for companies to define their ethical communication policy effectively.
Document type :
Journal articles
Communication & Organisation (GREC/O), Presses Universitaires de Bordeaux, 2005


http://archivesic.ccsd.cnrs.fr/sic_00141944
Contributor : Franck Debos <>
Submitted on : Monday, April 16, 2007 - 11:29:45 PM
Last modification on : Monday, April 20, 2015 - 9:57:28 AM

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Franck Debos. L'IMPACT DE LA DIMENSION ETHIQUE DANS LA STRATEGIE DE COMMUNICATION DE L'ENTREPRISE : LA NECESSITE D'UNE COMMUNICATION « RESPONSABLE ». Communication & Organisation (GREC/O), Presses Universitaires de Bordeaux, 2005. <sic_00141944>

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