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La fraude sur le marché du digital ou la difficile construction de la confiance institutionnelle sur un marché jeune

Author

Listed:
  • Maria Mercanti-Guérin

    (DICEN-IDF - Dispositifs d'Information et de Communication à l'Ère du Numérique - Paris Île-de-France - UPN - Université Paris Nanterre - CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université - UPEM - Université Paris-Est Marne-la-Vallée)

Abstract

L'objectif de cet article est de montrer comment la fraude peut permettre à un marché jeune, celui de la publicité digitale, de se structurer et d'acquérir une identité institutionnelle. La confiance apparaît comme un élément central de cohésion d'une industrie relativement récente qui est fondée sur une complexité technologique croissante. La lutte contre la fraude a des impacts sur l'apprentissage de la gestion de crise, la créativité des produits, l'unité des acteurs pourtant concurrents.

Suggested Citation

  • Maria Mercanti-Guérin, 2017. "La fraude sur le marché du digital ou la difficile construction de la confiance institutionnelle sur un marché jeune," Post-Print hal-02055180, HAL.
    • Handle: RePEc:hal:journl:hal-02055180
    Note: View the original document on HAL open archive server: https://hal.science/hal-02055180
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    File URL: https://hal.science/hal-02055180/document
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    References listed on IDEAS

    as
    1. Winfred Trexler Proffitt Jr, 2003. "Gouvernance des entreprises:la construction d'un champ social par la loi américaine," Revue Finance Contrôle Stratégie, revues.org, vol. 6(4), pages 133-154, December.
    2. Yvon Pesqueux, 2009. "Essai sur la triche," Post-Print hal-00509410, HAL.
    Full references (including those not matched with items on IDEAS)

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