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May 23, 2021 21 min

Le boycott à travers l’histoire

from Major-Prépa : le podcast Hosted by Mehdi Cornilliet

Dans ce nouvel épisode de notre série “gestion de crise” en partenariat avec Rennes School of Business, nous évoquons la pratique du boycott. De ses origines à nos jours, le boycott a servi à appuyer de nombreuses causes. Si son rôle déterminant dans l’histoire avec un grand H est connu de tous - on pense notamment à Gandhi -, il est aujourd’hui tout aussi important dans le rapport de force entre une marque et ses consommateurs. Analyse et décryptage de ces tendances avec Laurence Fort-Rioche, professeur de marketing à Rennes School of Business.

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