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            <title xml:lang="fr">Approche communicationnelle du commerce équitable : entre narration et normalisation. Le cas de l'entreprise Alter Eco</title>
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                <forename type="first">Daphné</forename>
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            <idno type="stamp" n="UNIV-TLN">Université de Toulon</idno>
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                  <date type="end">2010-06-25</date>
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                <term xml:lang="fr">communication</term>
                <term xml:lang="fr">commerce équitable</term>
                <term xml:lang="fr">intelligence territoriale</term>
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              <p>Cette proposition analyse les logiques de communication qui accompagnent l'émergence de changement de pratiques entrepreneuriales au sein d'organisations marchandes fondées sur une approche éthique et socialement responsable, tant dans la production que dans la distribution de leurs produits. La problématique questionne l'émergence et le développement de ces organisations en France : comment une intentionnalité première d'un entrepreneur devient une réalité organisationnelle. Notre objet d'étude sera le cas de l'entreprise Alter Eco dont les fondements reposent sur le développement et la promotion de produits de grande consommation issus du commerce équitable.</p>
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