Impact of national and organizational cultures: from SMEs to a large group… the case of Carrefour in Romania

François Cassière ()
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François Cassière: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: Though the international expansion of retailer takes many strategic variables into account, it seldom examines the impact of the cultural variable on the process. Here a qualitative approach has been used. It is based on the discourse of 33 key actors in the Romanian retail industry and one French firm: Carrefour. The case of Carrefour in Romania highlights the importance of first entering a market with an SME structure favouring a more relational culture before then deploying a more standardized business model. This research, which has been carried out in an emerging country, aims to understand the intercultural process used by the retailer. The inclusion of a new variable (culture) to obtain our results enriches the cycle of internationalization via the creation of an analytical grid which includes both the strategic and includes cultural variables used by the retailer.

Keywords: SME's distribution network; internationalization of retailer; cross-cultural management; emerging markets; analysis of discourse (search for similar items in EconPapers)
Date: 2012-08-26
Note: View the original document on HAL open archive server: https://uca.hal.science/hal-04918464v1
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Published in 4th International Conference on Information Systems, Logistics and Supply Chain CREATIVE LOGISTICS FOR AN UNCERTAIN WORLD, ILS, Aug 2012, Québec (CA), France

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