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Mesurer et définir la valeur des marques - un enjeu dans la concurrence entre groupes professionnels

  • Anne-Laure Farjaudon


    (Université Paris-Dauphine)

  • Jérémy Morales


    (Université Paris-Dauphine)

Registered author(s):

    (VF)Les pratiques de contrôle de gestion sont influencées par différents groupes professionnels, leurs interprétations et leur recherche de pouvoir. Cette recherche porte sur une entreprise dont la stratégie, comme la gestion quotidienne, reposent sur des enjeux non financiers, et notamment sur le concept de « marque ». Nous montrons comment les contrôleurs de gestion y associent une mesure financière, et donc une définition issue de leur champ d’expertise, ce qui leur permet de s’approprier ce concept. En imposant des interprétations financières des concepts centraux d’autres groupes professionnels, les contrôleurs de gestion étendent le domaine de la comptabilité et consolident leur position.(VA)Management control practices are influenced by different professional groups, their interpretations and power struggles. We study a company whose strategy and daily management rely on non financial stakes, notably upon the concept of “brand”. We show how management accountants introduce a financial measure of "brand", thus proposing a definition inspired by their field of expertise. By imposing financial interpretations of major concepts of other professional groups, accountants extend the field of accounting and consolidate their position.

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    Article provided by in its journal Revue Finance Contrôle Stratégie.

    Volume (Year): 14 (2011)
    Issue (Month): 3 (September)
    Pages: 63-90

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    Handle: RePEc:dij:revfcs:v:14:y:2011:i:q3:p:63-90.
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    3. Bouquin, Henri, 2005. "Les fondements du contrôle de gestion," Economics Papers from University Paris Dauphine 123456789/636, Paris Dauphine University.
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    5. Briers, Michael & Chua, Wai Fong, 2001. "The role of actor-networks and boundary objects in management accounting change: a field study of an implementation of activity-based costing," Accounting, Organizations and Society, Elsevier, vol. 26(3), pages 237-269, April.
    6. Ahrens, Thomas, 1997. "Talking Accounting: An Ethnography Of Management Knowledge In British And German Brewers," Accounting, Organizations and Society, Elsevier, vol. 22(7), pages 617-637, October.
    7. Ezzamel, Mahmoud & Willmott, Hugh & Worthington, Frank, 2008. "Manufacturing shareholder value: The role of accounting in organizational transformation," Accounting, Organizations and Society, Elsevier, vol. 33(2-3), pages 107-140.
    8. Covaleski, Mark A. & Dirsmith, Mark W. & Rittenberg, Larry, 2003. "Jurisdictional disputes over professional work: the institutionalization of the global knowledge expert," Accounting, Organizations and Society, Elsevier, vol. 28(4), pages 323-355, May.
    9. Annick Bourguignon & Alan Jenkins, 2004. "Changer d’outils de contrôle de gestion?De la cohérence instrumentale a la cohérence psychologique," Revue Finance Contrôle Stratégie,, vol. 7(3), pages 31-61, September.
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