Humanitarianism and business

Since the 1980s, the increase in the number of associations for social solidarity has led these associations to apply marketing techniques to attract funds and generally to follow in the footsteps of business models. Is this a mercenary deviation or a reasoned evolution, a loss of identity or a gain in efficiency, self-denial or a rational introduction of marketing into a system in order to change it ? The difficulties of how to obtain funds provoked a revolution which, for many militants and volunteers, appeared to be corrupt. Market and media regulations were at odds with the ideals of solidarity. Laura Haddad, a marketing professor, draws on her research concerning humanitarian associations to cast some light on the difficult relationship between charity and business.