Les marques françaises à l'étranger : la fin du voyage sans bagages

The positions gained by French export firms must be maintained and the effort towards promoting French brands must continue but with more selective and therefore more efficient methods. In the expansion strategy of French firms abroad the boosting of French brands is still important but industrial and commercial investment especially by the concentration of foreign firms will no doubt become more important than the mere sales promotion of French brands. Must we look forward to future international brands in French agri-business like Waterman and IBM ? It would be better to gain a place among the world leaders in the farming and foodstuffs chain where French firms control technology, equipment and management. The era of big firms will dawn, but in their wake hundreds of firms in many branches may also have a part to play.