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Le principal risque de l'extension de gamme est :a. La baisse des frais de lancement du produit en utilisant une notoriété et une image déjà existanteb. Si le nouveau produit est un succès, risques de cannibaliser l'ensemble des produits de la marquec. Si le nom de la marque est mal adapté au nouveau produit, risque de confusion du consommateur sur le domaine d'activité stratégique majeur de l'entreprise

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