Title

Bharti-Wal-Mart: A Glocalization Experience

Authors

Authors

J. Matusitz

Comments

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Abbreviated Journal Title

J. Asian Afr. Stud.

Keywords

Adaptation; business; culture; globalization; glocalization; India; marketing; Wal-Mart; STORE LOYALTY; MARKET; Area Studies

Abstract

This paper analyzes the experience of Bharti-Wal-Mart, a joint venture between Wal-Mart and Bharti Enterprises (an Indian telecommunications company), based on the principles of glocalization theory. By and large, glocalization refers to the adaptation of multinational corporations (MNCs) to local cultures. MNCs achieve this by immersing themselves into local cultures and by adopting unconventional marketing techniques. A major finding of this analysis is that globalization is not monolithic. It is not a homogenizing factor that forces local cultures to follow the norms, practices, and values of a big corporation. In fact, Wal-Mart executives quickly learned that imposing the Bentonville blueprint on local Indian populations would be doomed to failure from the beginning. An important focus of this analysis is to establish a framework for greater understanding of the strategies adopted by Wal-Mart in India.

Journal Title

Journal of Asian and African Studies

Volume

50

Issue/Number

1

Publication Date

1-1-2015

Document Type

Article

Language

English

First Page

83

Last Page

95

WOS Identifier

WOS:000354689100009

ISSN

0021-9096

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