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Les marques peuvent-elles échapper à leur passé ?

(French version only)

By Damien Chaney, Professor, EM Normandie
Eugene Y. Chan, Associate Professor of Marketing, Toronto Metropolitan University
Fabien Pecot, Associate Professor in Marketing, TBS Education
Renaud Lunardo, Professeur senior en marketing, Kedge Business School

Quand une entreprise est confrontée à un passé qui ne passe pas, comment peut-elle réagir ? Silence ? Démenti ? ou ouverture des archives pour mettre tout sur la table ?

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~	Conference, Oct. 16, 2024. The War Against the Past: Fighting for our History