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Dissertations / Theses on the topic 'Reputation of the company'

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Published: 28 May 2022
Last updated: 30 July 2025

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1

Brin, P. V., and M. N. Nehme. "Organizational-economic mechanism of introducing corporate social responsibility approach in a company." Thesis, Одеський національний університет ім. І. І. Мечникова, 2020. http://repository.kpi.kharkov.ua/handle/KhPI-Press/48545.

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2

Hong, Soo Yeon. "The effects of relational satisfaction, organizational reputation, and identification with company on customers' communication behaviors." Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available, full text:, 2008. http://wwwlib.umi.com/cr/syr/main.

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3

Kuruppu, Sanjaya Chinthana. "Sustainability, reputation and legitimacy: An in-depth case study of organisational systems and decision-making at a multi-national company." Thesis, University of Canterbury. Accounting and Information Systems, 2012. http://hdl.handle.net/10092/6577.

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Purpose: This purpose of this thesis is to investigate a company’s understanding of ‘sustainability’ and how this concept is integrated into organisational processes and decision making. Firstly, the internal sustainability systems which lead up to external social and environmental reporting will be examined. Secondly, the role of reputation management and legitimacy in driving company response behaviours around short-term and long-term environmental issues will be explored. Prior research is mainly limited to studies on external social and environmental reporting. The present study adds to th
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4

Tran, Thi Thu Hien, and Clare Kauma. "The importance of CSR in developing the reputation of coffee shop companies in Vietnam." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48816.

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Background Corporate Social Responsibility (CSR) has been an important concept for decades. Since then, it has gradually become one of the standard business practices. Due to a vast stream of amelioration about the concepts and practices, CSR has grown and expanded its focus to a global scope. The research study is particularly focused on coffee shop companies in Vietnam. It is stated that Vietnam is one of the two major coffee exporting countries in the world. Coffee is one of the traditional beverages in Vietnam as a consequence of the influence of the French colonial period. In the vortex
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5

Waddington, Andrew John. "Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company." Thesis, Rhodes University, 2012. http://hdl.handle.net/10962/d1002796.

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The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help manager
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Poloniato, Chiara <1990&gt. "Product innovation and value creation : how can the launch of a new product affect the reputation of a company?" Master's Degree Thesis, Università Ca' Foscari Venezia, 2014. http://hdl.handle.net/10579/4817.

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Reputation plays an increasingly important role in the business environment, but companies often do not take it into consideration while taking decisions. In particular, reputation can determine the success or the failure of a launch of a new product or service in the market, with important financial consequences for the enterprise. This paper is focused on understanding how much customers rely on their perception of the firm when they take their purchase decision. In particular, we want to find out which are the elements that form the reputation, on which companies should act. Moreover, we wa
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7

Renberg, Lina. "Identity and image – the story of expertise in a manufacturing company." Thesis, Högskolan Dalarna, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:du-21474.

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This thesis is an investigation on the corporate identity of the firm SSAB from a managerial viewpoint (1), the company communication through press releases (2), and the image of the company as portrayed in news press articles (3). The managerial view of the corporate identity is researched through interviews with a communication manager of SSAB (1), the corporate communication is researched through press releases from the company (2) and the image is researched in news press articles (3). The results have been deducted using content analysis. The three dimensions are compared in order to see
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8

Пронський, Е. А. "Варіанти підвищення Інтернет-репутації підприємства". Thesis, Сумський державний університет, 2016. http://essuir.sumdu.edu.ua/handle/123456789/49439.

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Одним із основних аспектів діяльності підприємства на ринку є його репутація, яка допомагає компаніям успішно підтримувати свій статус на ринку. Відтак виникає потреба у створенні та розвиненні відповідного методологічного інструментарію для управління репутацією як стратегічно важливого для компанії активу. Репутація організації – це нематеріальне благо, цінність якого полягає у збільшенні матеріальних активів за рахунок високого кредиту довіри з боку зовнішньої і внутрішньої цільової аудиторії. З розвитком Інтернет- технологій з'явилася і Інтернет-репутація підприємства. Вона є невід
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9

Grüner, Ann-Kathrin. "Influence of sudden incidents on the brand reputation of a firm and its reaction." reponame:Repositório Institucional do FGV, 2017. http://hdl.handle.net/10438/19117.

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Submitted by Ann-Kathrin Grüner (gruener_ann-kathrin@t-online.de) on 2017-11-16T18:47:40Z No. of bitstreams: 1 Ann-Kathrin Grüner_Master Thesis MPGI_2017.pdf: 2261176 bytes, checksum: eb202b6f04ec9ea725fc1f08bde8b2fd (MD5)<br>Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2017-11-17T10:30:07Z (GMT) No. of bitstreams: 1 Ann-Kathrin Grüner_Master Thesis MPGI_2017.pdf: 2261176 bytes, checksum: eb202b6f04ec9ea725fc1f08bde8b2fd (MD5)<br>Made available in DSpace on 2017-11-17T11:59:28Z (GMT). No. of bitstreams: 1 Ann-Kathrin Grüner_Master T
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De, Benedittis Pierre [Verfasser]. "The Impact of Bank Integrity and Reputation on Company Costs and Performance in the Process of Certification: an Empirical Analysis / Pierre De Benedittis." Wuppertal : Universitätsbibliothek Wuppertal, 2016. http://d-nb.info/1093600934/34.

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11

Васильконова, Е. О. "Принципи управління репутацією підприємства". Thesis, Сумський державний університет, 2014. http://essuir.sumdu.edu.ua/handle/123456789/34584.

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В основі розкриття змісту будь-якої категорії має лежати визначення базових принципів як вихідних положень пізнання. Враховуючи активізацію уваги як науковців щодо визначення сутності репутації підприємства, так і практиків - щодо пошуку оптимальних чи найбільш ефективних методів управління нею, виникає потреба у розкритті загальних та специфічних принципів управління репутацією підприємства. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/34584
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12

Ageeva, Elena. "Examining the influence of corporate website favourability on corporate image, corporate reputation, consumer company identification and loyalty : a study of consumers' perception in the context of the financial setting in the United Kingdom and Russia." Thesis, Middlesex University, 2017. http://eprints.mdx.ac.uk/21842/.

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The main aim of this study is to add to the current knowledge about the corporate website favourability within the discipline of marketing by developing a rigorous conceptual framework of factors that influence corporate website favourability, and to explore how corporate website favourability contributes to building corporate image, corporate reputation, consumer-company identification and loyalty within the context of the financial setting in the UK and Russia. This research addresses two main questions: 1) what is the impact of the specific antecedents of corporate website favourability on
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13

Johansson, Andreas, and Oscar Torstensson. "Varför väljs försäkringsbolag x? : en kvantitativ studie som analyserar vilka faktorer som förklarar försäkringstagares val av försäkringsbolag." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-12768.

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Den svenska försäkringsbranschen är gigantisk och det finns över 400 försäkringsbolag att välja mellan. Detta leder till hård konkurrens inom branschen, och försäkringsbolagen tvingas slåss om kunderna.Uppsatsens syfte är att analysera vilka försäkringsrelevanta faktorer som kan förklara försäkringstagares val av försäkringsbolag. Uppsatsen bygger på kvantitativ metod och en positivistisk infallsvinkel med en deduktiv ansats används.Uppsatsen indikerar att följande faktorer har positiv påverkan på försäkringstagare i valet av försäkringsbolag: Lågt pris på försäkringstjänsten, hög kvalitet på
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14

Coyne, Erin. "Reputation as Information: A Multilevel Approach to Reputation in Organizations." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1276696814.

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15

Cho, Jung Hun. "Essays on reputation." Texas A&M University, 2006. http://hdl.handle.net/1969.1/4147.

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This dissertation examines reputation, the belief of the decision maker about types of advisors, in incomplete information games with multiple advisors. The decision maker believes that an advisor can be one of two types – an advisor who is biased towards suggesting any particular advice (bad advisor) or an advisor who has the same preferences as the decision maker (good advisor). I explain why it is not always beneficial for the decision maker to seek advice from two advisors simultaneously compared to seeking advice from a single advisor. It is shown that a strong concern for one’s
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16

Davies, Elwyn. "Incentives, reputation and learning." Thesis, University of Oxford, 2016. https://ora.ox.ac.uk/objects/uuid:e5a17fea-f0ac-43dc-977b-acda2e40c8e6.

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Many economic interactions are characterized by imperfect information and imperfect enforcement. This thesis analyzes the use and the effectiveness of incentives, reputation and learning and how economic agents use them to mitigate the problems caused by both. Chapter 1 presents experimental evidence on the use of price incentives and reputational incentives from gift-exchange game lab experiments in Ghana and the United Kingdom. While in the United Kingdom, like in other experiments, participants assigned the role of employers reward high effort by increasing wages and punish low effort by de
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17

Ismail, Roslan. "Security of reputation systems." Thesis, Queensland University of Technology, 2004. https://eprints.qut.edu.au/15964/1/Roslan_Ismail_Thesis.pdf.

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Reputation systems have the potential of improving the quality of on-line markets by identifying fraudulent users and subsequently dealing with these users can be prevented. The behaviour of participants involved in e-commerce can be recorded and then this information made available to potential transaction partners to make decisions to choose a suitable counterpart. Unfortunately current reputation systems suffer from various vulnerabilities. Solutions for many of these problems will be discussed. One of the major threats is that of unfair feedback. A large number of negative or positi
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18

Ismail, Roslan. "Security of reputation systems." Queensland University of Technology, 2004. http://eprints.qut.edu.au/15964/.

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Reputation systems have the potential of improving the quality of on-line markets by identifying fraudulent users and subsequently dealing with these users can be prevented. The behaviour of participants involved in e-commerce can be recorded and then this information made available to potential transaction partners to make decisions to choose a suitable counterpart. Unfortunately current reputation systems suffer from various vulnerabilities. Solutions for many of these problems will be discussed. One of the major threats is that of unfair feedback. A large number of negative or positi
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19

Barrigar, Jennifer. "Time To Care About Reputation: Re-viewing the Resonances and Regulation of Reputation." Thèse, Université d'Ottawa / University of Ottawa, 2013. http://hdl.handle.net/10393/24051.

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This dissertation examines reputation as a regulating force in online and offline relationships and transactions, arguing that reputation requires protection through the promulgation of new laws. Using John Locke’s “under-labourer” approach as its central method, this dissertation ultimately sets out a series of conclusions, which form a preliminary framework upon which appropriate reputation regulation might be built. Part I of this dissertation studies offers an interdisciplinary study of reputation. Chapter 1 examines the ways that reputation is created and maintained, the purposes fo
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20

Christelis, Desiree. "Country reputation management : identifying the drivers of South Africa’s reputation in German media." Thesis, Stellenbosch : University of Stellenbosch, 2006. http://hdl.handle.net/10019.1/2384.

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Thesis (MPhil (Journalism))--University of Stellenbosch, 2006.<br>Although reputation management has historically been restricted to companies or other organisational entities, countries are also increasingly concerned with their reputation relative to other countries and have started to actively measure and manage that reputation1. Over the past years, the Republic of South Africa has begun to professionally streamline its own reputation management activities, specifically by establishing the International Marketing Committee (IMC) in August 2000. South African Tourism, the media divis
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Van, Gellecum Yolanda. "The determinants of organisational reputation /." [St. Lucia, Qld.], 2003. http://www.library.uq.edu.au/pdfserve.php?image=thesisabs/absthe17240.pdf.

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22

Zhang, Bo. "Architectures for online reputation systems." Thesis, University of Ottawa (Canada), 2008. http://hdl.handle.net/10393/27612.

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E-commerce provides a platform where complete strangers from all over the world have the chance to transact with each other. Reputation is a key factor in the success of such transactions, therefore reputation systems are in widespread use to help participants build their online reputation. This thesis analyzes current reputation systems and studies how to design architectures for online reputation systems. Based on the shortcomings found in current reputation systems, this thesis proposes and implements a reputation architecture called ORAS (online reputation aggregation system) Plus which pr
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Emens, Elizabeth Francis. "William Beckford : sexuality and reputation." Thesis, University of Cambridge, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.423938.

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24

Sun, Cheng. "Reputation games and political economy." Thesis, Princeton University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3714502.

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<p> This dissertation studies the applications of reputation games in social media and finance as well as decision games in political economy. Chapter 1 develops a reputation game in which a biased but informed expert makes a statement to attract audiences. The biased expert has an ideological incentive to distort his information as well as having a reputation concern. The expert knows that his expertise may vary in different topics, while the audiences cannot identify such differences. The biased expert is more likely to announce his favorite message when he knows less about it. Moreover, the
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Derbyshire, Daniel William. "Essays on reputation and information." Thesis, University of Birmingham, 2018. http://etheses.bham.ac.uk//id/eprint/8338/.

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The following thesis presents the results and analysis of three distinct experiments. The first features an experimental auction market designed to resemble eBay and other such peer-to-peer markets, including the presence of a reputation mechanism. The results presented suggest that the presence of a reputation mechanism will improve consumer welfare. Further, having a greater number of possible feedback ratings available leads to even further improvements in consumer welfare. The second features a repeated auction that also involves Bayesian uncertainty, about the 'type' of the seller. In add
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Sun, Jian S. M. Massachusetts Institute of Technology. "Reputation with stopping time decision." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/129088.

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Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, September, 2020<br>Cataloged from student-submitted PDF version of thesis.<br>Includes bibliographical references (pages 27-28).<br>This paper studies a long run relationship between two players while one player has reputation concern and the other player's decision is a stopping time. The equilibrium structure depends on the value of the long run relationship: when the value of the relationship is low, a simple threshold equilibrium is the unique equilibrium; when the value becomes higher,
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Servatka, Maros. "Experiments on Fairness and Reputation." Diss., The University of Arizona, 2006. http://hdl.handle.net/10150/194705.

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This dissertation consists of three essays in experimental economics. The essays investigate different aspects of reputation in fairness games in a controlled laboratory environment. It has been established in the literature of economics, sociology, and psychology that social norms together with other-regarding preferences often govern subjects' decisions in addition to strategic considerations. The dissertation examines the incentives connected with the existence of social norms that could cause deviations from standard economic model predictions. I use experiments so that I can tightly contr
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Spence, Robert John. "The reputation of Anthony Burgess." Thesis, University of Manchester, 2002. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.667874.

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Lorecchio, Caio Paes Leme. "Bad reputation with rating systems." reponame:Repositório Institucional do FGV, 2017. http://hdl.handle.net/10438/18310.

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Submitted by Caio Paes Leme Lorecchio (caio.lorecchio@gmail.com) on 2017-06-07T16:01:31Z No. of bitstreams: 1 Bad Reputation with Rating Systems.pdf: 556649 bytes, checksum: 01e7c1222ac8b0ed3258d714f7adc3b2 (MD5)<br>Rejected by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br), reason: Boa tarde Caio, Por favor, tirar o acento da palavra Getulio em todas as páginas, Agradecimento/Resumo/Abstract em caixa alta, letra padrão ABNT ou APA (capa.....) e tirar a linha do cabeçalho conforme conversamos. Abs. Suzi 3799-7876 on 2017-06-07T18:39:31Z (GMT)<br>Submitted by Caio Paes Leme Lorecc
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Sabater, Mir Jordi. "Trust and reputation for agent societies." Doctoral thesis, Universitat Autònoma de Barcelona, 2002. http://hdl.handle.net/10803/3035.

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Kisro-Warnecke, Diana. "Die Reputation deutscher Unternehmen in China /." Göttingen : Cuvillier-Verl, 2009. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=017557278&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Müller, Jens. "Diversifikation und Reputation : Transferprozesse und Wettbewerbswirkungen /." Wiesbaden : Wiesbaden : Dt. Univ.-Verl. ; Gabler, 1996. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=007279018&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Zhou, Xin. "Robust Reputation System for Web Services." 京都大学 (Kyoto University), 2016. http://hdl.handle.net/2433/217204.

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Li, Hui. "A configurable online reputation aggregation system." Thesis, University of Ottawa (Canada), 2008. http://hdl.handle.net/10393/27998.

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Online reputation systems are currently receiving increased attention while online interactions are flourishing. However, they lack one important feature: globality. Users are allowed to build a reputation within one online community, and sometimes several reputations within several independent online communities, but each reputation is only valid within the corresponding community. Moreover, such reputation is usually aggregated by the provider of the online reputation system, giving the querying agent no say in the process. This thesis presents a novel solution to this problem. We conduct a
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Rapp, Michael. "Reputation in Internetauktionsmärkten : Formen und Ordnungsfunktionen /." Tönning [u. a.] : Der Andere Verl, 2007. http://www.gbv.de/dms/zbw/552422290.pdf.

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Giraudo, John P. "Book review: The reputation risk handbook." Universitätsbibliothek Leipzig, 2015. http://nbn-resolving.de/urn:nbn:de:bsz:15-qucosa-176497.

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John P. Giraudo is a Henry Crown Fellow of the Aspen Institute. He has been the chief compliance officer of several global companies, including The AES Corporation and Tessera Technologies, Inc. He is a Compliance Thought Leader for the University of Miami Law School’s program LawWithoutWalls.
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Zacharia, Giorgos 1974. "Collaborative reputation mechanisms for online communities." Thesis, Massachusetts Institute of Technology, 1999. http://hdl.handle.net/1721.1/9379.

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Thesis (S.M.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 1999.<br>Includes bibliographical references (p. 79-80).<br>The members of electronic communities are often unrelated to each other, they may have never met and have no information on each other's reputation. This kind of information is vital in Electronic Commerce interactions, where the potential counterpart's reputation can be a significant factor in the negotiation strategy. I will investigate two complementary reputation mechanisms that rely on collaborative ratin
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Horn, Julia Kay. "Managing Hulme : survival, adaptation and reputation." Thesis, University of Manchester, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.504511.

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This thesis deals with the development of an area of central Manchester, called Hulme. It examines both the development of the reputation and the housing problems as they affected local people. The key note of the thesis is the way that people learned to adapt, cope and (eventually) change their environment, either as individuals or in groups. I examine the types of adaptation, resistance and political development that occurred when large groups of people lived together on a council estate under very difficult circumstances. I examine both the positive and negative effects of these adaptations
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Wittenberg, Stefan, and Thomas Hess. "Reputation als Steuerungsinstrument in netzwerkinternen Märkten." Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2016. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-204901.

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In der wirtschaftswissenschaftlichen Literatur, vor allem in der Literatur zur Spieltheorie, lassen sich zahlreiche Beiträge identifizieren, die sich mit der Bedeutung von Reputation als Instrument zur Reduzierung von Qualitätsunsicherheit bei Transaktionen auf Märkten auseinandersetzen (Celentani/Pesendorfer 1996; Shapiro 1983). Auch für elektronische Märkte und Online-Gemeinschaften wurde die Relevanz von Reputationsmechanismen erkannt und in der Literatur diskutiert (Koch et al. 2000; Standifird 2002). Während die Forschungsarbeiten zur Wirkungsweise von Reputation auf herkömmlichen Märkten
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Mell, Andrew. "Essays on the economics of reputation." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:22678da2-cb70-43a8-84ff-96ac95d47988.

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This thesis is comprised of three essays. These essays model facets of illicit markets using economic theories of reputation and go on to develop new theories of reputation. In chapter 1, we start by defining illicit markets. We build a model of trade in an illicit market where honesty is enforced through reputation. We then show how criminals' heterogeneity in their ability to avoid detection can have interesting consequences. In particular, such heterogeneity can explain why illicit market participants might sometimes adopt surprisingly blatant trading strategies. Heterogeneity among crimina
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Reddiar, Chantel Amanda. "Building corporate reputation : a director’s perspective." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/25673.

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Corporate reputation has evolved into a strategic and intangible corporate asset and accordingly directors, as custodians of corporate reputation, are tasked with building and managing corporate reputation as a source of competitive advantage. The purpose of this research is to ascertain the extent of the operationalisation of corporate reputation and the perspectives of directors as to the manner in which they perceive, value, build and manage corporate reputation. A critical review of the corporate reputation literature evidenced much ambiguity as to the definition of corporate reputation, w
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Zhang, Xiaoqun. "Measurements of Media Reputation of Firms." Bowling Green State University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1401371482.

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43

Pan, Qing. "Measuring multinational corporations' reputation in China." HKBU Institutional Repository, 1998. http://repository.hkbu.edu.hk/etd_ra/146.

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44

Seemann, Ralph. "Corporate Reputation Management durch corporate communications /." Göttingen : Cuvillier, 2008. http://d-nb.info/990426491/04.

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Liu, Qingmin. "Reputation and formulation of incomplete information /." May be available electronically:, 2007. http://proquest.umi.com/login?COPT=REJTPTU1MTUmSU5UPTAmVkVSPTI=&clientId=12498.

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46

Kisro-Warnecke, Diana L. M. "Die Reputation deutscher Unternehmen in China." Göttingen Cuvillier, 2009. http://d-nb.info/993743439/04.

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47

Bhattacharjee, Rajat. "Incentives and algorithms for reputation systems /." May be available electronically:, 2008. http://proquest.umi.com/login?COPT=REJTPTU1MTUmSU5UPTAmVkVSPTI=&clientId=12498.

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48

Stahn, Kerstin. "Reputation und Kooperation in einer Währungsunion /." Frankfurt am Main : Peter Lang, 2000. http://catalogue.bnf.fr/ark:/12148/cb38945906m.

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49

AGATE, Vincenzo. "REPUTATION MANAGEMENT ALGORITHMS IN DISTRIBUTED APPLICATIONS." Doctoral thesis, Università degli Studi di Palermo, 2020. http://hdl.handle.net/10447/395198.

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Abstract:
Nowadays, several distributed systems and applications rely on interactions between unknown agents that cooperate in order to exchange resources and services. The distributed nature of these systems, and the consequent lack of a single centralized point of control, let agents to adopt selfish and malicious behaviors in order to maximize their own utility. To address such issue, many applications rely on Reputation Management Systems (RMSs) to estimate the future behavior of unknown agents before establishing actual interactions. The relevance of these systems is even greater if the malicious
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50

Huang, Hui. "L'impact de l'usage sur l'étendue de la protection des marques : étude de droit comparé Chine - Union européenne." Thesis, Strasbourg, 2018. http://www.theses.fr/2018STRAA001.

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La thèse vise à définir le rôle de l'usage non seulement dans l'obtention du droit de marque par l'enregistrement, mais aussi, d'examiner le rôle de l'usage dans l'étendue de la protection des marques. Cet examen conduira donc à faire une distinction entre, d'une part, l’usage de la marque par le titulaire lui-même, ce qui concerne donc l’existence du droit de marque (première partie), et d'autre part, l'usage de la marque par des tiers, ce qui concerne l'exercice du droit de marque (deuxième partie). La première partie sera elle-même divisée en deux titres. Dans le premier titre, on examinera
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