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

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.
Document type :
Conference papers
Complete list of metadatas

Cited literature [25 references]  Display  Hide  Download

https://hal-univ-lyon3.archives-ouvertes.fr/hal-00954610
Contributor : Widiane Ferchakhi <>
Submitted on : Wednesday, March 5, 2014 - 11:13:51 AM
Last modification on : Monday, December 2, 2019 - 12:23:49 PM
Long-term archiving on: Thursday, June 5, 2014 - 10:40:27 AM

File

MESKEH_et_FERCHAKHI_2014.pdf
Publisher files allowed on an open archive

Identifiers

  • HAL Id : hal-00954610, version 1

Collections

Citation

Mahran Meskeh, Widiane Ferchakhi. La communication marketing des hypermarchés français au Moyen Orient : standardisation ou adaptation ?. 13TH INTERNATIONAL CONGRESS MARKETING TRENDS, Jan 2014, Venise, Italie. pp.280. ⟨hal-00954610⟩

Share

Metrics

Record views

511

Files downloads

2775