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Standards: an instrument to build a collective strategy?
[Les normes comme démarche collective]

Author

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  • Anne Mione

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

Abstract

The process of standardization is intrinsically a collective step which illustrates perfectly the concept of "collective strategy" proposed by Astley and Fombrun (1983). However, does this theorization constitute an operative model in the field of strategic marketing? An empirical study undertaken near 150 adherent companies of AFNOR enables to check the empirical validity of these strategic forms, to understand how these strategies can be utilized and to characterize the companies which adopt them.

Suggested Citation

  • Anne Mione, 2006. "Standards: an instrument to build a collective strategy? [Les normes comme démarche collective]," Post-Print hal-01988661, HAL.
    • Handle: RePEc:hal:journl:hal-01988661
    DOI: 10.3166/rfg.167.105-122
    Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01988661
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