Ethique sur le marché : comment permettre le succès de produit intégrant une démarche éthique. Le cas de l’éco conception
Keywords:
marketing, eco-design, innovation, ethic, strategic management, environmental managementAbstract
The aim of this paper is to define vehicles of marketing development for a firm offering eco-designed products. The first section defines the concept of eco-design and shows that it is both a technical and a managerial innovation. The second section presents the analytical framework: CSR (Corporate social responsibility) according to the firm and the perception of environmental value by consumers. In the third section, we will examine how to market eco-designed products.
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