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

Author

Listed:
  • M. Mahran

    (UM2 - Université Montpellier 2 - Sciences et Techniques)

  • V. Gallego

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

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.

Suggested Citation

  • M. Mahran & V. Gallego, 2011. "Le retailing Mix à l'international : standardisation ou adaptation ? Le cas des hypermarchés français au Moyen-Orient," Post-Print halshs-00661698, HAL.
    • Handle: RePEc:hal:journl:halshs-00661698
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00661698
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    References listed on IDEAS

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    3. R. Divard & B. Urien, 2001. "Le consommateur vit dans un monde en couleurs," Post-Print hal-02018839, HAL.
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