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Management de l'identité de l'entreprise de services : la contribution des marques commerciales

Author

Listed:
  • Monique Brun

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Florence Crespin-Mazet

    (EM - EMLyon Business School)

  • Lionel Sitz

    (EM - EMLyon Business School)

Abstract

Cet article s'intéresse à la contribution des marques commerciales dans la gestion de l'identité de l'entreprise de services. Il a pour objectif de montrer que la marque commerciale peut aussi être considérée sous l'angle de la création d'une identité collective et utilisée comme outil de management interne.

Suggested Citation

  • Monique Brun & Florence Crespin-Mazet & Lionel Sitz, 2011. "Management de l'identité de l'entreprise de services : la contribution des marques commerciales," Post-Print halshs-00691635, HAL.
    • Handle: RePEc:hal:journl:halshs-00691635
    as

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