The aim of this paper is to clarify the concept of generation in marketing that gave rise to fruitful research, albeit very heterogeneous. Our approach consists in a presentation of these various explorations against the integrative framework offered by sociology in order to assess their ability to take into account the different dimensions that characterize the generation concept. This analysis contributes to the identification of new research areas that could add significantly to the literature on the generation concept.

The aim of this article is to study neutralization techniques used by marketing practitioners to justify unethical pro-organizational behavior. We analyze the narratives of 17 practitioners in two controversial sectors (alcohol and tobacco). In total, three sets of arguments are used: moralization of professional activity through the virtuous organization, denial of responsibility due to over-restrictive legislation, and economic rationalization.

L'objectif de cet article est de clarifier le concept de génération en marketing qui a donné lieu à des recherches fécondes mais d'une grande hétérogénéité. Notre démarche consiste à présenter ces divers travaux en les confrontant au cadre intégrateur proposé par la sociologie afin d'évaluer leur capacité à prendre en compte les différentes dimensions qui caractérisent la génération. Cette analyse permet d'identifier de nouveaux axes de recherche susceptibles de livrer une lecture plus complète de la génération.

La logistique inverse est une pratique centrale à la démarche d'économie circulaire pour permettre un développement économique soutenable. Permettant d'économiser des ressources, sa mise en place est motivée par les gains économiques et par la recherche d'impacts environnementaux positifs qui peuvent être valorisés d'un point de vue marketing. Cet article étudie les pratiques de logistique inverse et les motivations à leur mise en place dans une forme particulière d'organisation : la coopérative. Leur raison d'être est fondée sur l'utilité sociale plutôt que la performance économique. Ceci semble bien les placer pour développer et promouvoir des pratiques pro-environnementales comme la logistique inverse. Notre étude de cas exploratoire montre l'importance de la forme organisationnelle dans lesquelles les pratiques de logistique inverse sont mises en oeuvre : les motivations environnementale et marketing sont peu mobilisées. Il faut alors reconsidérer la motivation environnementale au plus près des valeurs de la coopérative. Reverse logistics practices within a cooperative: an environmental motivation? ABSTRACT Reverse logistics is a practice at the heart of the circular economy approach to enable sustainable economic development. As a means of saving resources, its implementation is motivated by economic gains and the search for positive environmental impacts which can be valuedfrom a marketing point of view. This article studies reverse logistics practices and the motivations for their implementation in a particular form of organisation: cooperatives. Their raison d'être is based on social utility rather than economic performance. This seems to place this type of organisation in a good position to develop and promote pro-environmental practices such as reverse logistics. Our exploratory case studyshows the importance of the organisational form in which reverse logistics practices are implemented. In the cooperative studied, both environmental and marketing motivations are poorly mobilised. It is then necessary to reconsider environmental motivation keeping as closely as possible to the values of the cooperative.

Pharmaceutical industry marketers are confronted with specific ethical issues linked to the tension between the economic interest being pursued and the health mission of this sector. Indeed this dual mission could be problematic for them when the two objectives contradict each other. We use the concept of moral dissonance to examine how marketers in the pharmaceutical industry perceive the profit/health tension inherent in their sector and how they deal with it. Based on narratives of 18 marketers working in the pharmaceutical sector, our qualitative study identifies ethical conflicts of varying intensity that generate differing degrees of moral dissonance among marketers. To cope with this moral dissonance, they use the following strategies: (1) minimize the sensitivity of their activity; (2) invoke the benefits to patients; and (3) avoid behaviors that conflict with their values.