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Le retailing Mix à l'international : standardisation ou adaptation ? Le cas des hypermarchés français au Moyen-Orient

  • M. Mahran

    (UM2 - Université Montpellier 2 - Sciences et Techniques)

  • V. Gallego

    ((Axe de recherche : Gestion Ressources Humaines) - CERAG - Centre d'études et de recherches appliquées à la gestion - Grenoble 2 UPMF - Université Pierre Mendès France - CNRS - Grenoble 2 UPMF - Université Pierre Mendès France - IUT2 - IUT2)

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    Face à la mondialisation et à une concurrence accrue, les hypermarchés doivent adopter de nouvelles stratégies. Parmi celles-ci, l'internationalisation, c'est-à-dire l'implantation dans un autre pays, est généralement privilégiée. Mais cette stratégie nécessite de repenser le marketing et plus précisément le retailing mix (Meskeh, 2009). Cette communication se propose de répondre à la question suivante : quel retailing mix faut-il adopter afin de réussir l'implantation d'un hypermarché français dans un pays et plus particulièrement au Moyen-Orient ? Une revue de la littérature et une étude qualitative menée dans trois pays permettra d'apporter des éléments de réponse.

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    Paper provided by HAL in its series Post-Print with number halshs-00661698.

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    Date of creation: 2011
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    Publication status: Published in Cahiers de recherche du CERAG n° 2011-02 E1;. 2011, 21 p
    Handle: RePEc:hal:journl:halshs-00661698
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    1. Soares, Ana Maria & Farhangmehr, Minoo & Shoham, Aviv, 2007. "Hofstede's dimensions of culture in international marketing studies," Journal of Business Research, Elsevier, vol. 60(3), pages 277-284, March.
    2. Michell, Paul & Lynch, James & Alabdali, Obaid, 1998. "New perspectives on marketing mix programme standardisation," International Business Review, Elsevier, vol. 7(6), pages 617-634, November.
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