On 30 January 2025, NEOMA hosted the fiftieth anniversary of the Revue française de gestion (RFG) (French Management Journal) at its Paris campus. This event brought together academics, researchers and professionals to look at the major evolutions and future challenges of management sciences. Here are some of the highlights.

9.30 – The ‘managerialization’ of society

How have management tools and systems spread throughout society over recent decades? In fact, management methods, strategic plans, performance indicators and organisational processes, are now found everywhere in hospitals, universities, and even in our personal lives. This is the ‘managerialization’ of society. 

Régis Martineau has analysed the evolution of management tools over a long period of time, showing that ever since the origin of management in the early twentieth century there has been a constant oscillation between tools that could be considered ‘closed’ (tools aimed at controlling and standardising behaviour) and tools that were more ‘open’ (tools allowing actors more autonomy). Franck Aggeri and Sébastien Gand have shown the pertinence of the notion of ‘system’ proposed by Michel Foucault. Indeed, performance indicators, monitoring tables, evaluations, etc. are not neutral; they shape our behaviour and our decisions, often without us being aware of this. They nudge us into adopting a logic of assessment and evaluation, transforming our relationship with work and society. Finally, Christopher Midler and his colleagues have shown that the concept of a project has become very widespread throughout business and society. We set ourselves objectives, follow a plan, measure the results, etc. Everything takes place as if we were constantly managing projects, whether in business, public bodies or even in our daily lives. Christopher Midler talks about a ‘projectification’ of the world.

11.00 – Rethinking business in the light of AI, and climate and democratic crises

Technological, climate and democratic upheavals are now forcing us to rethink business. There are three possible ways we could go. 

Thomas Loillier argued in favour of the emergence of a ‘natural’ business model, so it could be compatible with the issues of the Anthropocene. The idea centres on leaving behind a model based on the infinite exploitation of resources and adopting instead a way of working that is more sustainable and respectful of the ecosystems. Justine Arnoud, Rémi Bourguignon and Philipe Lorino defended the idea that we need to develop greater democracy in business. Inspired by pragmatism (a philosophy that prioritises experimentation and adaptation over concrete realities), they argued for organisations where the employees play a greater part in decision-making, rather than everything being decided by a small elite group of managers. That would produce companies that were fairer, more efficient and better adapted to the challenges of today. AI is transforming jobs, production methods and decision-making, which is forcing companies to rethink their organisation and their relationship with human work. Dejan Glavas portrayed the rupture that the emergence of this technology will create. It also poses ethical challenges (by replacing jobs and automating decision-taking) as well as offering opportunities (increased efficiency and innovation).

16.00 – Reinventing management

Although we talk about ‘terminal marketing’, implying that it has come to a dead end, Bernard Cova put forward a different vision: he proposed ‘societal marketing’, that is, marketing that does not just sell products, but takes account of society and its needs. After recounting the history of approaches to accountancy, Bernard Colasse set in context the recent emergence of committed accounting. This is no longer simply a matter of counting the money that comes in and goes out, but now incorporates social and environmental criteria (for example, measuring a company’s ecological impact and not only its profits). Finally, Julienne Brabet and Patrick Gilbert argued for an HRM that is no longer about financial performance, but focussed on human activity instead, promoting the well-being, motivation and skills development of workers.

This day marked a key point in the history of the RFG, confirming the essential role it plays in academic and managerial thought in the French-speaking world.

The 50-year anniversary programme of the Revue française de gestion 

The day brought together 150 people from the Francophone community of management sciences. The six discussions covered the many issues facing organisations and management. 1) Deciphering the managerialization of our societies and setting it in a historical context; 2) Rethinking business in the era of AI and democratic and climate crises; 3) Bringing management sciences out of their academic ‘ghetto’; 4) Rethinking the methodologies of management sciences; 5) Revitalising and rethinking the world through more aesthetic and creative management; 6) Reinventing management sciences with the help of three disciplines (marketing, accountancy, HRM).  These discussions will feature in a special edition to be published at the end of the year.