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Fusion terminée, fusion interminable ? Le cas Peugeot-Citroën

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  • Emmanuelle Rigaud

    (CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

Abstract

Quand, lors d'une fusion entre des firmes dont la valeur provient de marques fortes, les dirigeants décident de maintenir ces marques, il est probable qu'ils enclenchent un processus de nature indéterminable ou, tout du moins, un processus dont la fin est indéterminable. C'est ce que semble montrer le cas de la fusion entre Peugeot et Citroën, étudié sur une période de plus de trente ans.

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  • Emmanuelle Rigaud, 2009. "Fusion terminée, fusion interminable ? Le cas Peugeot-Citroën," Post-Print halshs-00372205, HAL.
    • Handle: RePEc:hal:journl:halshs-00372205
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00372205
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    References listed on IDEAS

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