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Standardisation versus adaptation sur le marché international des services bancaires. Le Cas d’Orange Bank Afrique

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  • Miruna Ioana MANEA

    (Université Valahia de Târgoviște, Târgoviște, Roumanie)

Abstract

The paper presents a comparative analysis of how Orange has chosen to operate in the African and European banking sectors. It highlights a number of differences in terms of target audience, services offered, as well as communication strategy used in reaching its audience, in an attempt to identify the factors that explain the market adaptation strategy chosen by the company.

Suggested Citation

  • Miruna Ioana MANEA, 2024. "Standardisation versus adaptation sur le marché international des services bancaires. Le Cas d’Orange Bank Afrique," Les Cahiers du CEDIMES, Institut CEDIMES, vol. 19(1), pages 119-129.
    • Handle: RePEc:cxb:issued:v19:i1:n09
    DOI: 10.69611/cahiers19-1-09
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