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La communication marketing des hypermarchés français au Moyen Orient : standardisation ou adaptation ?

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

The aim of this research is to explore how the French hypermarkets direct and develop their communication in the Middle East. A Qualitative survey conducted with twenty-two directors of French hypermarkets in Egypt, Saudi Arabia and United Arab Emirates. The results showed that the standardization and adaptation of communication are two necessary and complementary to the success of French hypermarkets in the Middle East.

Suggested Citation

  • Mahran Meskeh & Widiane Ferchakhi, 2014. "La communication marketing des hypermarchés français au Moyen Orient : standardisation ou adaptation ?," Post-Print hal-00954610, HAL.
    • Handle: RePEc:hal:journl:hal-00954610
    Note: View the original document on HAL open archive server: https://univ-lyon3.hal.science/hal-00954610
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    File URL: https://univ-lyon3.hal.science/hal-00954610/document
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/1494 is not listed on IDEAS
    2. van Raaij, W. Fred, 1997. "Globalisation of marketing communication?," Journal of Economic Psychology, Elsevier, vol. 18(2-3), pages 259-270, April.
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    Keywords

    Communication; marketing international; standardisation; adaptation; hypermarchés;
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