Carrefour, the second largest retailer in the world, has moderate success in penetrating the developed markets but had witnessed the highest gorwth in South America. The article discusses and highlights the entry strategy of carrefour in the Latin American market, Carrefour’s growth strategy in international markets and its adapting itself to local cultures and consumer habits with its multi-format and private label strategy.
SOM, A. (2006). Carrefour in South America. Dans: Marketing Management: International Perspectives. 1st ed. Vijay Nicole Imprints Private Limited, pp. 192-214.