Lorsque la filtration culturelle modifie le jeu stratégique. Les tribulations d'un grand distributeur en Roumanie

François Cassière and Gilles Paché

Revue française de gestion, 2011, vol. N° 215, issue 6, 45-65

Abstract: The internationalization of the retail industry has accelerated these last fifteen years. It was not studied for a long time, and arouses today numerous questionings on the way international expansion takes place at the management level of the activities and the application of the deployed strategies on the domestic market : does the large retailer choose a universalist perspective, particularly through the export as such of a perfectly well managed store format, or does it adjust to the cultural conditions of the host country, including the operational dimensions ? A case study led with Carrefour group in Romania, by mobilizing an in-depth interview analysis of the actors, underlines that the cultural filter deeply modifies the strategic game.

Date: 2011
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