Bharti-Wal-Mart: A Glocalization Experience

    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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