LA INFLUENCIA DE PARTICULARIDADES LOCALES EN EL ÉXITO DE UN PROCESO DE INTERNACIONALIZACIÓN EN ESPAÑA

L’influence de spécificités locales dans la réussite d’un processus d’internationalisation en Espagne

Gaëlle Fauchard ()
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Gaëlle Fauchard: CRINI - Centre de recherche sur les identités, les nations et l'interculturalité - Nantes Univ - UFR FLCE - Nantes Université - UFR Faculté des Langues et Cultures Etrangères - Nantes Université - pôle Humanités - Nantes Univ - Nantes Université

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Abstract: The objective of our contribution aims at highlighting local specificities that need to be explored by foreign investors, more precisely French ones, before initiating an internationalisation process in Spain. This article illustrates how the Brioche Pasquier Group, a French Family Bakery, expert in the production of pastries, has managed its integration process in Spain becoming one of the major player in this sector after its acquisition in full, in 2001, of Productos Recondo, the market leader in toasted bread in Spain. After such an experience, Brioche Pasquier's Biscotte Division Director outlines how essential it is to have a good understanding of particularisms of the host country « in order to succeed in creating a profitable and sustainable solution for his distribution performance on the Spanish market ».

Keywords: : internationalisation; Spain; local specificities; consumer habits; distribution (search for similar items in EconPapers)
Date: 2018-10-08
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Published in RIELMA (Revue internationale d'études en langues modernes appliquées), 2018, n°2, p. 199-210

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05041636

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