L'objectif de cet article est de clarifier le concept de génération en marketing qui a donné lieu à des recherches fécondes mais d'une grande hétérogénéité. Notre démarche consiste à présenter ces divers travaux en les confrontant au cadre intégrateur proposé par la sociologie afin d'évaluer leur capacité à prendre en compte les différentes dimensions qui caractérisent la génération. Cette analyse permet d'identifier de nouveaux axes de recherche susceptibles de livrer une lecture plus complète de la génération.
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