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La marque France vue de Chine. À travers le prisme du Pavillon français à l'Exposition universelle 2010

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  • Catherine Becker

Abstract

This paper based on more than a hundred face-to-face interviews within various social stratas, in China enhanced with an analysis of blogs or forums ? exposes how 2011 Shanghai Universal Fair French Pavillon has reinforced the French romantic image. This approach was seen as belonging to the past roots only and unable to build any strong France brand asset in the long run. Building up a strong France brand image in China will need to project instead a modern and entrepreneurial romantism, with ambition and will to drive the whole country.

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  • Catherine Becker, 2011. "La marque France vue de Chine. À travers le prisme du Pavillon français à l'Exposition universelle 2010," Revue française de gestion, Lavoisier, vol. 0(9), pages 45-51.
    • Handle: RePEc:cai:rfglav:rfg_218_0045
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