Cet article analyse les antécédents de la résistance interne et externe au changement de nom de marque et ses conséquences sur le capital de marque. Une recherche qualitative menée auprès de 10 managers et de 40 consommateurs, suggère que, tant en interne qu’en externe, le niveau d’implication, le bénéfice perçu du changement et leur attachement à la marque substituée peuvent diminuer la résistance au changement. Divers leviers optimisant la gestion de la résistance au changement de nom de marque sont proposés afin de favoriser le transfert du capital de la marque abandonnée vers la nouvelle marque.This paper analyses the antecedents of internal and external resistance to brand name change, and its consequences on brand equity. A qualitative research, based on interviews carried out with 10 managers and 40 consumers, suggest that both internally and externally the level of implication, the perceived benefits of change, as well as the attachment to the substituted brand may decrease resistance to change. We suggest diverse means in order to optimize the management of resistance to brand change, thus favoring the transfer of the capital of the abandoned brand to the new brand.Este artículo analiza los antecedentes de la resistencia interna y externa al cambio del nombre de la marca así como sus consecuencias sobre el capital de la marca. Una investigación cualitativa conducida con 10 managers y 40 consumidores, sugiere que tanto en interno como en externo el nivel de implicación, el beneficio percibido del cambio y su adhesión a la marca substituida son factores que pueden disminuir la resistencia al cambio. Se proponen varias acciones que optimizan la gestión de la resistencia al cambio del nombre de la marca para favorecer la transferencia del capital de la marca abandonada hacia la nueva marca

The ethical issues introduced by excessive uses of ubiquitous information technology (IT) at work have received little attention, from either practitioners or ethics scholars. This article suggests the concept of technological ill-being and explores the ethical issues arising from such ill-being, according to the individual and collective responsibilities associated with their negative effects. This article turns to the philosopher Michel Foucault and proposes a renewed approach of the relationship among IT, ethics, and responsibility, based on the concepts of practical rationality, awareness, and self-engagement. This article reports a case study of an international automotive company actively engaged in both corporate social responsibility (CSR) and ubiquitous IT deployment. Technological ill-being is an expression of the tension between an individual's social attributes and aspirations when using modern IT and a system of norms, rules, and values imposing constraints on him or her. We identify the reasons for the lack of consideration of technological ill-being in CSR through identification of the inclusion-exclusion principle. The resulting critical, comprehensive approach to corporate responsibilities and IT uses incorporates the ethical implications of the latter, highlights the practical rationality of their relationship, and demands both individual and collective responses, through a call for collective ethical awareness and self-engagement. The findings prompt a Foucauldian ethics of IT use in organizations, which emerges in a mutually constitutive relationship between the self, as a moral subject of own actions, and broader organizational principles, in which CSR appears as a techne (i.e., a practical rationality governed by conscious aims).