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Why is the Made in France is not keeping its promises to the foreign

Lack of audacity, excess, arrogance... The international study of the advertising agency CLM-BBDO will give cold sweats to Arnaud Montebourg. Certainly, seen fr

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Why is the Made in France is not keeping its promises to the foreign

Lack of audacity, excess, arrogance... The international study of the advertising agency CLM-BBDO will give cold sweats to Arnaud Montebourg. Certainly, seen from abroad the products Made in France retain significant advantages but their disadvantages are growing. The points to be corrected to improve the "Made in France" in the eyes of foreign consumers.

"The world has need of France! This is the good news of THE study, CLM-BBDO to 800 people in 25 countries about their image of products "Made in France". "The qualities attributed to the French products are great," said Valerie Accary president of BBDO Paris. "But the expectations are greater: there is an imaginary quality to the French-made intransigence of passionate, daring in the new ideas that still resonate even if it is not always followed in reality."

strengths to grow: quality, design, "human-made"

Spontaneously the image of the "Made in France" on the five continents, it remains positive and consistent, an image that remains in scope primarily by the luxury and the automobile : Chanel, Renault and Peugeot are the three brands that embody the best of this label. The quality of the products of the hexagon is mentioned spontaneously by 24% of respondents. It is hand made, human, that makes all the quality of French products in the eyes of foreign observers. And even if it is expensive !

Second advantage of the " made in France, design. Our products have style, are beautiful, elegant, creative, and ever fleeting. According to the study, they are rich in human consciousness that would reflect our working conditions thoughts around the human and quality of life !

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weak Points to care for: features, deficit of boldness and excesses of arrogance

fishing and threatens the future of the products made in France? The interviews conducted show a disappointment on the functional aspect of our products. For some technology made in France a thing of the past : there is a lack of the jewels of modern high-profile as might be used to be the Concorde or high-speed TGV. "Our study also shows a loss of boldness and personality," notes Valérie Accary. Consumers "overseas" are in demand of a differentiation, this famous "je ne sais quoi French" which would have disappeared except for our expertise in complex systems where our industrial technologies (Alstom, Aventis) place us in advance.

The side "arrogant" of the French character itself has not disappeared. On the contrary, it is deplored by the professionals who find that this lack of character kills the desire to work with us !

The study, however, feels that it is the intransigence of enthusiasts who guarantees our quality is recognized as unique. "The rest of the world does not expect that France sometimes arrogant, is becoming commonplace", concludes the study. "But, on the contrary, it remains the enfant terrible of the wave by finding the taste of ideas that dig deep? And jostle each other sometimes". Short stay French !

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