This case is built around the company Michel et Augustin which since 2014 commercializes various ranges of food products (cookies, yoghurt drinks, chocolate mousse...) bearing the name of the 2 founders who incarnate this entrepreneurial adventure. The brand is both characterized by the food-loving gourmand aspect of its products and also the zany side to its communication, having a strong proximity to the consumer community. Lien vers l'article
OBLE, F. (2015). Michel et Augustin: a taste that munches the market or why consumers love the Michel et Augustin brand. ESSEC Business School.
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