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Abstract(VF)Dans un contexte général d’une demande sociétale d’éthique, d’appel à la responsabilité sociale des entreprises et face aux attaques (dopage, violences, corruption…) que connaît aujourd’hui le mythe de l’éthique sportive, comment les organisations présentes dans le secteur du sport adaptent-elles leurs stratégies marketing ? Cet article propose une typologie des enjeux stratégiques de l’instrumentalisation de l’éthique sportive selon quatre types d’organisations. A partir de ce cadre conceptuel, de nouvelles pratiques de marketing autour de l’éthique sportive sont mises en évidence (stratégies de légitimation autour de nouveaux acteurs de régulation et d’une production déontologique croissante ; formes d’investissements plus responsables : sponsoring citoyen, émergence du mécénat sportif ; nouveaux outils de contrôle…). Elles témoignent de nouvelles formes d’exploitation des valeurs du sport et d’une rationalisation des investissements.(VA)In light of the growing social pressure for increased attention to ethics, the call for a higher degree of corporate social responsibility and the recent scandals calling into question the quality of sports ethics (doping, violence, corruption, etc.), it is pertinent to explore the question of whether and how organizations in this sector are adapting their marketing strategies. This article presents a typology of the strategic stakes related to the integration of sports ethics in four types of organizations. Using this conceptual framework, a number of new marketing practices involving sports ethics are highlighted: credibility strategies involving new regulation actors, growing deontological production and increasingly responsible investments (citizenship sponsoring, corporate sports sponsorship, new control tools, etc.). These practices provide examples of new ways of incorporating sports values and rationalizing investments.
Suggested Citation
Emmanuel Bayle & Samuel Mercier, 2008.
"Sport et éthique: enjeux et outils pour le marketing sportif - Sport and ethics: stakes and tools for marketing of sport,"
Working Papers CREGO
1080901, Université de Bourgogne - CREGO EA7317 Centre de recherches en gestion des organisations.
Handle:
RePEc:dij:wpfarg:1080901
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JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
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