Wal-Mart: An Analysis of the Glocalization of the Cathedral of Consumption in China

    Authors

    J. Matusitz;K. Leanza

    Comments

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    Abstract

    This paper examines the methods adopted by Wal-Mart to cater to local cultures in China. This analysis draws on glocalization, a concept that refers to the interaction of the global and the local, or the incorporation of local elements into global products and/or services. This paper is important for two reasons. First, glocalization, in and of itself, has the capacity to enhance scholarly understanding of globalization with reference to global agency and cultural differentiation. Second, not only is China a nation where Wal-Mart had to glocalize the most; China is also the fastest growing market in the world. So, this analysis can bring fresh insights into today's reality of globalization processes. One of the consequences of Wal-Mart's strategy of glocalization is that it contributes to its status of 'cathedral of consumption' even more. A cathedral of consumption refers to an incomparable magnitude of global success (achieved by a major corporation) that gives birth to a consumer religion and a display of abundance and excess.

    Journal Title

    Globalizations

    Volume

    6

    Issue/Number

    2

    Publication Date

    1-1-2009

    Document Type

    Article

    First Page

    187

    Last Page

    205

    WOS Identifier

    WOS:000280302600002

    ISSN

    1474-7731

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