Eric Arnould est anthropologue et professeur émérite à l’École de commerce de l’Université Aalto à Helsinki. Ses recherches sur la culture des consommateurs, le marketing des services et le marketing régénératif et résilient paraissent dans de nombreuses revues et ouvrages de sciences sociales et de gestion. Il a coédité une deuxième édition de Consumer Culture Theory pour Sage Publications. Il est également co-éditeur de l’International Journal of Research in Marketing.
07:26
Marketing seems to be slow to fully recognize its role, place and responsibility in changes in climate, biodiversity and resources. This reluctance can be attributed, at least in part, to the implicit assumptions of sustainable marketing, which tend to minimize the scale of the paradigm shifts needed to remain hopeful of a habitable planet. Consequently, the dominant approaches to “sustainable marketing” find it difficult to question the fundamental principles and ideological foundations of the market system. This is why we are calling for radical changes in marketing research in order to envisage a truly sustainable future. We are therefore formulating a program based on five proposals with the aim of inviting profound transformations in the discipline.
- Recherche
- Développement Durable et RSE, Marketing, Vente et Communication
