La structure de coûts, mère de toutes les batailles de marque

Henri Lagarde

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 155-168

Abstract: To succeed a brand must create value but also not be hampered by undue costs. According to the author, former CEO of major companies, the brand ?Made in France? is in decline, mainly because the production costs of goods manufactured in France are disadvantaged by taxes and payroll charges. This is demonstrated by the comparison of the production costs of a French and a German company. Two main measures are necessary to restore the conditions of competitiveness of the brand ?Made in France? : to lower or suppress payroll charges and to raise VAT.

Date: 2011
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