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Measuring Romanian Large FMCG Retail Chains Efficiency During the Period Economic Crisis Between 2006-2011

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  • ALT MÓNIKA ANETTA

    (Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Romania)

Abstract

The purpose of this study is to measure Romanian large FMCG retail chains’ efficiency during the period of 2006-2011. The sample contains 27 large retail chains. For the purpose of this analysis, the Data Envelopment Analysis (DEA) method was used. The DEA model includes three variables, namely two inputs (fix assets and the average number of employees) and one output (turnover). The results of the DEA analysis show a medium level of efficiency in the Romanian FMCG market during the period of the economic crisis. The mean score of technical efficiency varied between 0,732 and 0,575. Two retailers were selected as benchmarks: the French hypermarket Carrefour and the German discounter Penny Market. The well performing companies' market penetration and development strategies are briefly discussed. This study seems to be the first one to apply performance measurement by means of DEA in the Romanian large FMCG retail chain during the crisis period.

Suggested Citation

  • Alt Mónika Anetta, 2013. "Measuring Romanian Large FMCG Retail Chains Efficiency During the Period Economic Crisis Between 2006-2011," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2013_1_1_alt
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    File URL: http://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_1_2013.pdf
    File Function: Revised version, 2012
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    References listed on IDEAS

    as
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    2. Elizabeth de Almeida Neves Di Beneditto & Raimundo Nonato Sousa da Silva, 2008. "Analysis of the Disclosure Level by Brazilian Financial Institutions Following the Basel Capital Accord (Basel II) – A multiple case study," Brazilian Business Review, Fucape Business School, vol. 5(3), pages 181-197, September.
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    More about this item

    Keywords

    big retail chains; FMCG; hypermarket; supermarket; efficiency; Data Envelopment Analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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