Title

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

Authors

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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