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Impact of national and organizational cultures: from SMEs to a large group… the case of Carrefour in Romania

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  • François Cassière

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

Though the international expansion of retailer takes many strategic variables into account, it seldom examines the impact of the cultural variable on the process. Here a qualitative approach has been used. It is based on the discourse of 33 key actors in the Romanian retail industry and one French firm: Carrefour. The case of Carrefour in Romania highlights the importance of first entering a market with an SME structure favouring a more relational culture before then deploying a more standardized business model. This research, which has been carried out in an emerging country, aims to understand the intercultural process used by the retailer. The inclusion of a new variable (culture) to obtain our results enriches the cycle of internationalization via the creation of an analytical grid which includes both the strategic and includes cultural variables used by the retailer.

Suggested Citation

  • François Cassière, 2012. "Impact of national and organizational cultures: from SMEs to a large group… the case of Carrefour in Romania," Post-Print hal-04918464, HAL.
    • Handle: RePEc:hal:journl:hal-04918464
    Note: View the original document on HAL open archive server: https://uca.hal.science/hal-04918464v1
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    References listed on IDEAS

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    1. Pierre-Xavier Meschi & Edson Luiz Riccio, 2008. "Country risk, national cultural differences between partners and survival of international joint ventures in Brazil," Post-Print hal-01839627, HAL.
    2. Meschi, Pierre-Xavier & Riccio, Edson Luiz, 2008. "Country risk, national cultural differences between partners and survival of international joint ventures in Brazil," International Business Review, Elsevier, vol. 17(3), pages 250-266, June.
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    Full references (including those not matched with items on IDEAS)

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