Les normes comme démarche collective

Anne Mione

Revue française de gestion, 2006, vol. 167, issue 8, 105-122

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.

Date: 2006
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