Banques et Municipalités : une volonté commune de communiquer sur le Microcrédit Personnel Garanti (MPG)

Abstract : Communicating on the offer of Guaranteed Personal Microcredit (GPM) with low income families: this is the shared ambition of the local municipalities and the « Crédit Municipal » institution in the cities of Nantes (1999) and Paris (2008). In both cases, this offer from the « Crédit Municipal » is part of a public policy of solidarity supported by the city concerned, « to strengthen the integration and reintegration » of some low-income households. Despite these microcredits being backed by a bank and partnership support structures, the number of microcredits has not noticeably increased, highlighting problems of communication. This has led to the vast communication campaign deployed by the cities of Paris and Nantes being brought into question, more especially as it demanded an investment, both in time and finance, rarely carried out elsewhere. Employing a qualitative approach, we analyzed the communication tools used for Guaranteed Personal Microcredit and the impact on the image of the banking and political organizations concerned by this offer.
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https://hal.univ-rennes2.fr/hal-01892271
Contributor : Laurence Leroux <>
Submitted on : Wednesday, October 10, 2018 - 2:51:53 PM
Last modification on : Thursday, November 28, 2019 - 10:06:03 AM

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Valérie Billaudeau, Elizabeth Poutier, Pascal Glémain, Emmanuel Bioteau. Banques et Municipalités : une volonté commune de communiquer sur le Microcrédit Personnel Garanti (MPG). La Revue des Sciences de Gestion, Revue des Sciences de Gestion, 2017, 287-288 (5), pp.79-88. ⟨10.3917/rsg.287.0079⟩. ⟨hal-01892271⟩

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