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Les changements de nom des entreprises

Author

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  • Eric Delattre

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Au-delà des exemples spectaculaires de ces dernières années (Alcatel-Alsthom, Danone et tout récemment Vivendi), les entreprises sont de plus en plus nombreuses à changer de nom. Ces changements, qui représentent des enjeux financiers et commerciaux énormes, semblent révélateurs de la nouvelle importance accordée à la marque de l'entreprise. L'objectif de l'article est de fournir un cadre d'analyse à ces changements de nom.

Suggested Citation

  • Eric Delattre, 1999. "Les changements de nom des entreprises," Post-Print hal-04121510, HAL.
    • Handle: RePEc:hal:journl:hal-04121510
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