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Le marketing relationnel international des distributeurs : cas des hypermarchés français au Moyen-Orient

Author

Listed:
  • Mahran Meskeh

    (UM1 - Université Montpellier 1)

  • Widiane Ferchakhi

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

L'objectif de cette recherche est d'explorer comment les hypermarchés français orientent et développent leur stratégie marketing relationnelle dans le marché du Moyen-Orient. Il s'agit alors de comprendre si la standardisation personnalisée du marketing relationnel d'un point de vente favorise son intégration au marché local. Une étude qualitative a été menée auprès de vingt-deux directeurs d'hypermarchés français en Arabie Saoudite, aux Emirats Arabes Unis et en Egypte. Les résultats mettent en évidence que les enseignes françaises appliquent toutes le marketing relationnel domestique en y apportant de relatives adaptations au marché local. L'adoption d'une standardisation personnalisée s'avère être un compromis entre la volonté de maintenir la notoriété de l'enseigne et la nécessité de s'adapter à la demande locale.

Suggested Citation

  • Mahran Meskeh & Widiane Ferchakhi, 2012. "Le marketing relationnel international des distributeurs : cas des hypermarchés français au Moyen-Orient," Post-Print halshs-00801547, HAL.
    • Handle: RePEc:hal:journl:halshs-00801547
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00801547
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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