Introduction
Carrefour is an international hypermarket chain in the retail industry, established in France, the chain is now identified as the largest retailer in Europe, and the second largest retailer worldwide. In 1957, Carrefour opened the first store in South East France; and through its’ success the first French hypermarket opened in 1963, which sold both food and non food items. In 1969, the Group opened the first international hypermarket in Belgium, while also continuously introducing the Carrefour chain in other European Union member countries. In 1989, Carrefour opened the first international hypermarket in Taiwan, creating a foundation for Carrefour, this enabled the firm to introduce own brand name products, insurance services and so on.
In the 1990’s Carrefour took over French hypermarket chains ‘Euro Marché’ and ‘Montlaur’. This portrayed the strong influential impact Carrefour had in France, as the Group also introduced new services such as specialised traditional products and travel services. Subsequently this reinforced the presence and status of the business, as the chain was increasing and expanding rapidly.
Carrefour internationalised by introducing stores in Europe and Asia. This was achieved either by taking ownership of foreign stores or entering the market through the use of a wholly owned subsidiary. Carrefour had a large impact and influence on the markets entered; such that the introduction of the hypermarket industry resulted in 16 hypermarkets creating partnerships with the Group.
In 2008, Carrefour opened 1,191 new stores which resulted in the ownership of 15,500 stores worldwide, categorised in four main store formats; as hypermarkets, supermarkets, hard discount stores and convenience stores...
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In this section, the readers are introduced to the idea that rich American tourists influences Parisian shop owners and city officials to Americanize to attract customers. Consequently, creating a hub for Americans that influences Parisian and can be influenced by Parisians. She focuses on how this hub changed views on both sides. Americans seeing it as an exclusive club, Parisians understanding it as a betrayal of the ‘true’ Paris. Tensions from the preferential treatment of Americans become the basis for many of Blowers subsequent chapters.
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