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Unit 3: International Retailing: Internationalization and Globalization

effective supplier relationships in place to guarantee product delivery on time and the agreed Notes
price point to meet demand globally. It means monitoring the retailer brand to ensure that it is
strengthened, not diluted, by different expectations across the world. It includes keeping ahead
of the game in terms of customer care and global trends. It means being aware of competitors
that may come into the market through the Internet, through merger and acquisition, and
through vertical integration.

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Caselet Internationalization of a French Retailer—Carrefour

n 1960, Carrefour opened its first supermarket in France. In 1963, Carrefour invented
a new store concept—the hypermarket. The hypermarket concept was novel, and
Irevolutionized the way French people did their shopping. It moved daily shopping
from small stores to enormous stores where customers find everything they want under
one roof, in addition to self-service, discount price, and free parking space. The first
Carrefour hypermarket store was established at the intersection of five roads—hence the
name, Carrefour, which means ‘crossroads’. Carrefour is the leading retailer in Europe
and the second largest worldwide, with more than 15,000 stores in thirty countries. In
2009, almost 55% of its revenues came from its international stores.
Exhibit 3.1A: International Development of Carrefour

Contd...

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