[Excerpt] Company X is one of the largest and most successful commercial grocery retailing chains in south-eastern Europe (Euromonitor, 2011). It was established over 60 years ago in Ljubljana, Slovenia. Company X is the largest Slovenian retailer with 24,000 employees and approximately a third of the market share for its sector (Gvin.com, 2012). Company X also operates in six other countries in the region: Serbia (9% market share), Croatia (9% market share), Bosnia and Herzegovina (5% market share), Montenegro (19% market share), Bulgaria (0.5% market share) and Albania (1% market share) (Company X, 2011). Company X’s main activity is retail and wholesaling of fast moving consumer goods (FMCG). The chain has been expanding its core activity by selling clothing, furniture and household appliances as well. Company X has 1,581 outlets including hypermarkets, supermarkets, convenience stores, specialised stores, etc. (Company X, 2011).