{"id":26269,"date":"2020-11-24T18:23:03","date_gmt":"2020-11-24T18:23:03","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26269"},"modified":"2020-11-24T18:23:05","modified_gmt":"2020-11-24T18:23:05","slug":"faber-la-fin-dune-idole","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/faber-la-fin-dune-idole\/","title":{"rendered":"Faber : la fin d\u2019une idole ?"},"content":{"rendered":"\n

Il n\u2019y a pas si longtemps, toute la communaut\u00e9 marketing encensait Emmanuel Faber<\/strong>, Pr\u00e9sident de Danone<\/em>, quand il d\u00e9fendait d\u00e8s 2016 devant des \u00e9tudiants d\u2019HEC<\/em> m\u00e9dus\u00e9s, que \u00ab Sans justice sociale, il n’y aura plus d’\u00e9conomie \u00bb<\/em>, comme le relatait alors Start Les \u00e9chos<\/a> : pas le discours d\u2019un patron !<\/p>\n\n\n\n

Sous sa gouvernance, Danone deviendra le \u00ab premier groupe cot\u00e9 de taille mondiale \u00e0 adopter le statut juridique d’entreprise \u00e0 mission tel qu’inscrit dans la Loi Pacte vot\u00e9e en 2019 \u00bb, comme le soulignera encore Start Les \u00e9chos<\/a> : de quoi forcer l\u2019admiration.<\/p>\n\n\n\n

Et quelle mission : Apporter la sant\u00e9 par l’alimentation au plus grand nombre \u00bb, comme le rappelle la page \u00ab \u00e0 propos \u00bb<\/em> du site Danone<\/a> !<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Emmanuel Faber chaussait les bottes de son illustre pr\u00e9d\u00e9cesseur, Antoine Riboud<\/strong>, celui qui fera des Verreries Souchon-Neuvesel<\/em> un g\u00e9ant de l\u2019alimentaire ; celui qui proposera \u00e0 un ar\u00e9opage de patrons d\u00e8s 1972 de \u00ab r\u00e9duire les in\u00e9galit\u00e9s excessives en mati\u00e8re de conditions de vie et de travail [\u2026] de trouver les valeurs qui am\u00e9lioreront la qualit\u00e9 de la vie en disciplinant la croissance \u00bb<\/em> \u2026 un vrai discours de gauchiste qu\u2019il ass\u00e8ne \u00e0 Marseille \u00e0 un CNPF<\/em>, l\u2019anc\u00eatre du Medef<\/em>, stup\u00e9fi\u00e9, comme le relate Le Monde<\/a>.<\/p>\n\n\n\n

Et voil\u00e0 qu\u2019aujourd\u2019hui Emmanuel Faber annonce la suppression  de 2000 postes au sein du groupe Danone, avec pour r\u00e9sultat imm\u00e9diat un beau milliard d’euros d’\u00e9conomies, excusez du peu !<\/p>\n\n\n\n

Oui, mais Danone va mal, Danone est au bord de la faillite ; d\u2019ailleurs avec la fermeture des CHR, sa branche eau a particuli\u00e8rement trinqu\u00e9 \u2013 je sais, le jeu de mots est douteux !<\/p>\n\n\n\n

En fait, non, Danone ne va pas si mal : seulement sa marge op\u00e9rationnelle courante stagnera \u00e0 \u2026 14% cette ann\u00e9e, excusez du peu ! Je connais des pr\u00e9sidents de compagnies a\u00e9riennes qui s\u2019en contenteraient volontiers.<\/p>\n\n\n\n

En plein 1er<\/sup> confinement, la page Danone Solidaire<\/a> \u00e9voquait les \u00ab 9000 femmes et hommes de Danone en France mobilis\u00e9s pour faire face \u00e0 la crise COVID-19 \u00bb<\/em> : en ce printemps 2020, l\u2019altruisme suintait des entreprises \u2013 seule voix discordante \u2026 Geoffroy Roux de B\u00e9zieux, bien \u00e9videmment !<\/p>\n\n\n\n

Le 2\u00e8me<\/sup> confinement respire la lassitude, le pessimisme \u2013 et pour beaucoup, le retour au business as usual, sans trop d\u2019\u00e9tat d\u2019\u00e2me : les premiers \u00e0 se relever boufferont les autres demain, c\u2019est comme \u00e7a.<\/p>\n\n\n\n

M\u00eame s\u2019il s\u2019en d\u00e9fend, Emmanuel Faber est redevenu un \u00ab patron as usual \u00bb<\/em>, avec le cours de bourse en seule ligne de mire ; c\u2019est dommage, mais ce qui est s\u00fbr, c\u2019est que son nom sera bien moins souvent cit\u00e9 \u00e0 la tribune des conf\u00e9rences marketing !<\/p>\n\n\n\n

\u00ab Votre mission, si vous l\u2019acceptez \u2026 \u00bb<\/em> : zut, c\u2019est fini, il ne l\u2019accepte plus vraiment \u2026 Danone rentre dans le monde du Missionwashing !<\/p>\n","protected":false},"excerpt":{"rendered":"

Il n\u2019y a pas si longtemps, toute la communaut\u00e9 marketing encensait Emmanuel Faber, Pr\u00e9sident de Danone, quand il d\u00e9fendait d\u00e8s 2016 devant des \u00e9tudiants d\u2019HEC m\u00e9dus\u00e9s, que \u00ab Sans justice sociale, il n’y aura plus d’\u00e9conomie \u00bb, comme le relatait alors Start Les \u00e9chos : pas le discours…<\/p>\n","protected":false},"author":2,"featured_media":26270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[210],"tags":[483,482],"yoast_head":"\nFaber : la fin d\u2019une idole ? - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/faber-la-fin-dune-idole\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Faber : la fin d\u2019une idole ? 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