Internationalization of large retailers and cross-cultural determinants-The singular trajectory of Carrefour in Romania

François Cassière () and Paché Gilles
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François Cassière: CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand
Paché Gilles: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: This article discusses the large retailers' internationalization strategy. It deals more particularly with the way in which international expansion proceeds on the level of operations management and the application of strategies used on the domestic market: does the retailer choose a universalistic perspective, thanks to the export of a well-managed retail format (the superstore format, the supermarket format), or does it opt for an adjustment to the cultural conditions of the target country, and this, even in the operational dimensions of management? To answer this question and to take part in the current debates about the stakes of international marketing, a case study was conducted on the Carrefour Group in Romania, while using a structural analysis of narrative. The research associates, for the first time, three theoretical frameworks: the internationalization of the retailer, the management of relationships in the marketing channel and the management of the cross-cultural variable. The authors bring to light a three-stage managerial cycle around a double-cultural filtration phenomenon which questions the usually used dichotomous approach to analyze the internationalization of the large retailer: universalism vs. culturalism.

Keywords: cultural filtration; culturalism vs. universalism; internationalization; retailing industry; Romania; structural analysis of narrative JEL classification: M12; M16; M31 (search for similar items in EconPapers)
Date: 2010-11-25
Note: View the original document on HAL open archive server: https://hal.science/hal-04916693v1
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Published in Timisoara Journal of Economics and business, 2010, 3 (3(11)), pp. 129-138

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