'Doyle's Model of Firm in Practice? ' Qualitative Research of an International Retail Organization

The article describes Doyle's behavioral model of a firm and demonstrates on the example of an international retail organization its possible application. The article analyses firm's division of competences, values and vision of the organization and the steering wheel consisting of operational objectives of the firm. It presents first results of the qualitative research on the international retail chain. In the results it focuses especially on the perceiving of organizational values by the line employees. It concludes that Doyle's model appears to be efficient in the case of the international retail organization and suggests a possible research shift toward the role of the culture in international retail organizations.