This article proposes a principled approach to multicriteria decision making (MCDM) where the worth of decisions along attributes is not supposed to be quantified, as in multiattribute utility theory, or even measured on a unique scale. This approach actually generalizes additive concordance rules a la Electre and is rigorously justified in an axiomatic way by representation theorems. We indeed show that the use of a generalized concordance (GC) rule is the only possible approach when in a purely ordinal framework and that the satisfaction of very simple principles forces the use of possibility theory as the unique way of expressing the importance of coalitions of criteria.