by Jean-Michel Bezat, Isabelle Bruno · Editions First · tapa blanda · ISBN 9782754068826
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In this investigative work, Jean-Michel Bezat provides a comprehensive analysis of the 'Made in France' phenomenon within the context of a globalized economy. The author examines the challenges faced by French companies, ranging from consumer perception to the realities of reindustrialization and its impact on employment, offering a critical perspective on how innovation and competitiveness are essential for the country's industrial future. The book deconstructs the myths and realities behind origin labels, questioning whether protectionism is a viable solution or if openness and modernization are the true drivers for the revival of the 'France' brand in international markets.
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