Advanced Search
MyIDEAS: Login to save this article or follow this journal

Internationalization of Large Retailers and Cross-Cultural Determinants – The Singular Trajectory of Carrefour in Romania

Contents:

Author Info

  • Francois CASSIERE

    (Université d’Auvergne Clermont-Ferrand I, France)

  • Gilles PACHE

    (Aix-Marseille Université, France)

Registered author(s):

    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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.tje.uvt.ro/index.php/tje/article/download/74/pdf
    Download Restriction: no

    Bibliographic Info

    Article provided by West University of Timisoara, Romania, Faculty of Economics and Business Administration in its journal Timisoara Journal of Economics.

    Volume (Year): 3 (2010)
    Issue (Month): 3(11) ()
    Pages: 129-138

    as in new window
    Handle: RePEc:wun:journl:tje:v03:y2010:i3(11):a01

    Contact details of provider:
    Postal: Str. J.H.Pestalozzi nr. 16, 300115, Timisoara
    Phone: 004 0256 592506
    Fax: 004 0256 5925002
    Web page: http://www.feaa.uvt.ro
    More information through EDIRC

    Order Information:
    Postal: 16 J. H. Pestalozzi Street, 300115, Timisoara, Romania
    Email:
    Web: http://www.tje.uvt.ro

    Related research

    Keywords: Carrefour Group; cultural filtration; internationalization; retailing industry; România; structural analysis of narrative;

    Find related papers by JEL classification:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:wun:journl:tje:v03:y2010:i3(11):a01. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Romeo Margea).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.