L’influence de spécificités locales dans la réussite d’un processus d’internationalisation en Espagne
The Influence of Local Specificities in the Success of an Internationalization Process in Spain

Summary/Abstract: The objective of this article is to highlight local specificities that need to be explored by foreign investors, French in particular, before initiating an internationalisation process in Spain. This article illustrates how the Brioche Pasquier Group, a French family bakery, an expert in the production of pastries, has managed its integration process in Spain by becoming one of the major players in this sector after purchasing in 2001 the entire Productos Recondo company, the market leader in toast in Spain. After this experience, Brioche Pasquier’s Biscotte Division Director outlined how essential it is to have a good understanding of particularisms of the host country “in order to succeed in creating a profitable and sustainable solution for distribution performance on the Spanish market”.

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