De la France au monde. Le Guide Michelin, vecteur du rayonnement de la marque France ?

Carole Drucker-Godard, Isabelle Bouty and Marie-Léandre Gomez

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 53-66

Abstract: This article shows how Michelin has contributed to extending French gastronomic standards through the internationalization of the Red Guide. Based on the example of the guidebook?s development in the US (2005) and in Japan (2007), we analyze the role of Michelin as an institutional entrepreneur. Based on the analysis of the local press articles between 2000 and 2010 we show how the guide and the institutional rules it carries, were progressively taken for granted.

Date: 2011
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