European Business Schools Librarian's Group

Les Cahiers de Recherche,
HEC Paris

No 855: "Be yourself or rather be your Brand"! care of the self as a control tool in a cosmetics firm

Claire Dambrin () and Caroline Lambert ()

Abstract: Care of the self, a technique for governing the individual in society, proves to be equally a control technique for the individual in the firm. In a firm dedicated to the cult of beauty, there is a blurring of the lines between employee and consumer individual. This blurring makes care of the self a control tool whose rising power over individuals is all the greater because it is nurtured and maintained by the individuals themselves.

Keywords: brand; marketing; individual behavior; human resources management

JEL-codes: D21; D23; O15

20 pages, October 1, 2006

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