L’objectif de cette étude est de définir le mode de gouvernance d’entreprise (GE) le plus adapté pour accompagner les entreprises chinoises dans leur développement économique international. Dans la première partie, nous présentons une étude approfondie de la littérature existante sur la gouvernance d’entreprise. Dans un deuxième temps, la deuxième partie étudie la situation de la GE dans onze pays (États-Unis, Japon, Allemagne, France, Royaume-Uni, Italie, Brésil, Canada, Russie, Inde et Espagne) afin de mettre en évidence les éléments fondamentaux de ce type de problématique. Dans la troisième partie la situation de la Chine est analysé, du point de vue de son contexte général et de sa GE en particulier. Enfin, une analyse critique du concept de GE est proposé, ainsi qu’une étude comparative et synthétique des douze cas de GE sélectionnés (dont la Chine). Cette éude est complétée par trente entretiens de hauts dirigeants des différents pays concerné (principalement d’entreprises cotées) en vue de mieux comprendre le contexte opérationnel de la GE. L’éude met ainsi en relief la situation particulière de la Chine : Ses spécificités et ses limites sont établies et des recommandations pour l’adaptation et l’améioration de sa GE, conçue comme un mécanisme d’accompagnement de son internationalisation, sont proposés. / The aim of this study is to define the model of corporate governance (CG) best suited to assist hinese companies in their international economic development. In the first part, a comprehensive review of existing literature on corporate governance is presented. The second part examines the state of CG in eleven countries (USA, Japan, Germany, France, UK, Italy, Brazil, Canada, Russia, India and Spain) to extract the fundamental elements of this type of problem. Then, the situation of China is analyzed (in terms of context and CG). Finally, a critical analysis of the CG’s concept is proposed, and a comparative study of twelve cases and synthetic CG is selected (including China). This study is complemented by thirty interviews of senior executives from various countries (mainly listed companies) to better understand the operational context of the CG. This study also highlights the particular situation of China. Its specificities and limits are set and recommendations for adapting and improving CG in China are proposed.

Depuis une vingtaine d’années, une grande évolution socio-économique apporte dans les entreprises chinoises des changements profonds sur les pratiques de la gestion. Face aux défis successifs de la concurrence, comment motiver efficacement les employés afin d’obtenir plus de performance devient une question majeure. Néanmoins, la motivation au travail est un phénomène complexe. Notre recherche mobilise une démarche qualitative et une analyse quantitative sur les pratiques de gestion de la motivation dans trois types d’entreprises chinoises, étatique, privée, et sino-étrangères, dans la perspective d’identifier les facteurs qui influencent effectivement la motivation des employés chinois dans leur travail. Noussouhaitons que notre recherche puisse être utile pour les managers chinois et les managers étrangers en Chine qui cherchent à améliorer la gestion de la motivation de leurs employés. / Since last 20 years, with the ongoing social and economic development, Chinese companies have profoundly changed their management practices. Facing the enormous challenges of the competition, how to motivate employees in a productive way and realize more performance has become a crucial issue for each enterprise. However, the motivation of Chinese employees in the workplace is a complex phenomenon. Our research adopts both qualitative and quantitative approaches to study the motivation practices in three kinds of Chinese companies: state-owned, private and Sino-foreign companies. Our research goal is to find out the factors that can effectively influence Chinese employees’ motivation in their workplace. This research can be useful for either Chinese managers or foreign managers that are working in China to improve their efficiency in motivating their employees.

Chinese companies have been an important issue in the world economy development, since China belongs to the group of emerging countries that had been gaining prominence in the last years. To gain market, ranges of companies are going abroad, aiming to develop their brands internationally. Brand positioning plays an important role when the goal of the company is to gain competitive advantage and to be positioned in the consumer’s mind. Furthermore, when Chinese companies decide to internationalize, they have to deal with the COO (country-of-origin) effect, which might influence the consumer’s perception when purchasing a product. The aim of this study is to examine how the effects of COO influence brand positioning of Chinese firms when going international, and how they deal with these COO effects. In this context, a theoretical framework presenting the brand positioning drivers with the combination of the COO effect is developed. A qualitative case study that incorporates four interviews in two different Chinese companies with subsidiaries in Brazil, called JAC Motors and ZTE, are settled. The findings from the case study are compared and contrasted with the theoretical framework, developing a cross-case analysis, identifying and complementing the elements of the theoretical framework. In this regard, it was identified that Chinese companies position their brands with a cost-benefit approach, due to the COO effect caused by different general attributes from China. The brand positioning drivers, in a certain way, are defined taking in consideration the COO effect, although the drivers were not totally affected by the COO. In order to deal with the COO effect, most drivers oppose a negative effect of the COO when it is caused by the perception of lack ofquality from Chinese products; or the COO effect is highlighted in the strategy, when it is caused by the perception of low price. These findings are eventually depicted by a theoretically anchored and empirically guided model, which allows the authors to describe the international brand positioning of Chinese brands and how they deal with the COO effect in its international brand positioning.

This thesis is interested in the elements which search for the information about the place of French companies on the cosmetic market in China. It begins with the first part of theoretical research, followed by analyses of the cosmetic industrial, French and Chinese cosmetic market. Finally two examples of French companies (L'Oréal, L'Occitane en Provence) are analysed, which present on the Chinese market. The subject of this thesis is not to judge or valid whether the market or the strategy is correct, but to bring information and comparison of French companies on the Chinese market.