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Opportunités et risque de la réduction de portefeuille international de marques

Author

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  • Chantal Lai

    (Pôle de Recherche - Rouen Business School - Rouen Business School)

Abstract

Apres plusieurs decennies de croissance exponentielle des portefeuilles internationaux de marques, de nombreuses multinationales se lancent actuellement dans leur reduction. Si cette pratique semble justifiee par de profonds changements dans I 'environnement economique, elle doit etre menee avec precaution defagon a en eviter les pieges. Cet article met en avant les differentes etapes du processus (identification, classification, execution, bilan) et s 'attache a exposer les problematiques rencontrees a chaque etape. II presente les differentes operations que les entreprises doivent mener dans la phase d 'execution et detaille en particulier I 'operation tres risquee de changement de nom de marque que la reduction de portefeuiile international de marques engendre.

Suggested Citation

  • Chantal Lai, 2006. "Opportunités et risque de la réduction de portefeuille international de marques," Post-Print hal-00568858, HAL.
    • Handle: RePEc:hal:journl:hal-00568858
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