Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/645
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Sainsbury's in Egypt: the strange case of Dr Jekyll and Mr Hyde?
Authors: El-Amir, Ayman
Burt, Steven
Contact Email: s.l.burt@stir.ac.uk
Keywords: Sainsbury
Egypt
institutional approach
divestment
metaphor
Issue Date: 2008
Publisher: Emerald
Citation: El-Amir A & Burt S (2008) Sainsbury's in Egypt: the strange case of Dr Jekyll and Mr Hyde?, International Journal of Retail and Distribution Management, 36 (4), pp. 300-322.
Abstract: Purpose – First, to explore the role of institutional theory constructs in a case of international retail divestment. Second, to examine the potential of constructed metaphors as a means of analyzing and communicating the findings of managerial research Design/Methodology/Approach – the data was generated from participant observations and interactions with stakeholder groups during a three month ethnographic study based in a Sainsbury store in Egypt. Data was analysed and presented via a constructed metaphor – namely Robert Louis Stevenson’s story of Dr Jekyll and Mr Hyde Findings – the case illustrated an apparent paradox between Sainsbury’s technical superiority as a retail operator in the Egyptian market, and its social inferiority in its interactions with a variety of stakeholders, primarily customers and employees. The use of the metaphor to organize, analyse and present the findings proves to be a fruitful way to illustrate these issue, and parallels between the two “stories” provide further insights into behaviour – the denial of responsibility for (and the existence of) social inadequacies; and the implicit (and inevitable) existence of the capacity for social inadequacy in any business organization. Practical Implications – the potential to communicate managerial lessons by telling “stories” (the case) through well known “stories” (the novel) is highglighted. Originality/Value – the use of the constructed metaphor to analyse a case of international retail divestment is, to our knowledge, unique and enhancers our understanding of the legitimisatyion process and the role of socio-moral codes in this process.
Type: Journal Article
URI: http://hdl.handle.net/1893/645
DOI Link: http://dx.doi.org/10.1108/09590550810862697
Rights: Published by Emerald
Affiliation: Trent University
Marketing and Retail Division

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