Asian and African Ethnic stores located in Europe : Difficulties of channels distribution
Résumé
This paper deals with asian and african ethnic stores formats retailers' difficulties to satisfy their customer's expectations. It relies on the recent researches on the distribution channel and the ethnic consumption. An inquiry among different actors and intermediaries involved in wholesaling, purchasing, supplying and selling ethnic products has shown that the difficulties identified are based upon a particular, informal, cultural logic imported in Europe. The paper ended up arguing that integration should be considered to overcome these issues.The findings offer insight into how to better choose the integration to ensure success.