CAMIF, an SME Repositioning Its Line as Sustainable Development Products

Leïla Loussaïef, Bénédicte Bourcier-Bequaert


The purpose of this article is to review the application of Sustainable Development (SD) in the marketing strategies of French firms, and to show how one SME, CAMIF, has repositioned its product line around SD. Although SD policies in France are now driven by rising demands from lawmakers and consumers alike, their application has not yet become a central feature of the strategies of major companies and SMEs. In this regard, the innovative repositioning of CAMIF around fair and responsible value is found to be consistent with the firm’s values, and permeates its marketing mix.

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International Business Research  ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

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