Much has been said and written about work motivation since the advent of modern organizations. Management theories of motivation have focused their input on the identification of external stimuli that could be operated by organizations and over, the managers, with a view to stimulate the motivation of individuals. This article proposes a reversal of approach. Work motivation is understood as a highly dynamic individual resulting from the investment activities of three registers: Bonds, Initiatives and Aspirations. These three books are indispensable to each individual to work and are specific to each (the content varies from one individual to another) and are constantly changing, as and when they are actually invested and that the individual gets older. This conceptualization builds a new approach to the management of organizational motivation: the direction it proposes is to make each individual work of both the guardian and regulator of its Obligations / Initiatives / Aspirations.

This article focuses on current and future analysis teams Socially Responsible Investment (SRI) of asset management in France. The aim of this paper is to investigate a possible convergence between traditional asset management and SRI management, in particular through a detailed study of the tasks performed by these teams and their position in the Management Industry assets. The results of a survey conducted in France in 2009 with key players in the field are presented. These results suggest a convergence taking place between SRI and conventional management (mainstream), although it still seems to be a great heterogeneity of practices reflecting a transition in a field still very fragmented.