Standardisation versus adaptation sur le marché international des services bancaires. Le Cas d’Orange Bank Afrique

Miruna Ioana Manea
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Miruna Ioana Manea: Université Valahia de Târgoviște, Târgoviște, Roumanie

Les Cahiers du CEDIMES, 2024, vol. 19, issue 1, 119-129

Abstract: The paper presents a comparative analysis of how Orange has chosen to operate in the African and European banking sectors. It highlights a number of differences in terms of target audience, services offered, as well as communication strategy used in reaching its audience, in an attempt to identify the factors that explain the market adaptation strategy chosen by the company.

Date: 2024
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DOI: 10.69611/cahiers19-1-09

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