La communication marketing des hypermarchés français au Moyen Orient: standardisation ou adaptation ?

Mahran Meskeh and Widiane Ferchakhi ()
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Mahran Meskeh: UM1 - Université Montpellier 1
Widiane Ferchakhi: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The aim of this research is to explore how the French hypermarkets direct and develop their communication in the Middle East. A Qualitative survey conducted with twenty-two directors of French hypermarkets in Egypt, Saudi Arabia and United Arab Emirates. The results showed that the standardization and adaptation of communication are two necessary and complementary to the success of French hypermarkets in the Middle East.

Keywords: Communication; marketing international; standardisation; adaptation; hypermarchés (search for similar items in EconPapers)
Date: 2014-01-23
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00954610v1
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Published in 13TH INTERNATIONAL CONGRESS MARKETING TRENDS, Jan 2014, Venise, Italie. pp.280

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00954610

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