Moving Limited Distance from Adaptation Toward a Standardization of Assortment in Retailer Stores : Comparison between France and Romania

French retailers have found opportunities in Romania, which meant creating formats quite different from those in France or, in the case of a diversified firm, exploiting just one format from its range. However, this strategy seems to be a short time one given that, in order to be successful in the long term, retailers need to anticipate and plan for the changing environment, with its attendant opportunities and risks. Even though similarities between the host country, Romania, and the home country, France, allowed a degree of similar development, changes have occurred mostly in the areas of assortment and price. Romanian consumers' behaviour over department stores, clothing and supermarket operation is, actually, moving limited distances in both physical and cultural terms