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Droit et Gestion

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Paul Le Floch

Abstract

Alors que la marque apporte de la valeur ajoutée aux individus par les valeurs et le sens qu'elle porte, la dimension juridique est essentielle dans les différentes phases du cycle de vie de la marque. De la création à la protection tout en passant par la transmission de la marque, ce chapitre apporte une compréhension globale du management transversal de la marque et permet de mettre en lumière le droit comme un vecteur de croissance et de protection dans le monde de l'entreprise.

Suggested Citation

  • Géraldine Michel & Paul Le Floch, 2019. "Droit et Gestion," Post-Print hal-03016037, HAL.
    • Handle: RePEc:hal:journl:hal-03016037
    as

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