Title

Asda: Organic Growth Of A Retailer In The United Kingdom?

Keywords

ASDA; Culture; Globalization; Glocalization; Marketing; Organic growth; United kingdom; Wal-mart

Abstract

This article analyzes the role of glocalization in Wal-Mart's venture in the United Kingdom. In 1999, Wal-Mart acquired ASDA, a British food retailer. Glocalization refers to strategies adopted by multinational corporations to cater to local tastes and differences after entering a foreign market. The authors' main argument is the following: after Wal-Mart acquired ASDA, it did not manage to successfully impose its Wal-Martization strategies because they consisted mainly of "organic growth" strategies. Organic growth is a practice whereby a corporation overpoweringly imposes its home-based blueprint of product consumption and corporate culture on foreign cultures. As demonstrated in this analysis, Wal-Mart had to drop its Bentonville-based shopping and corporate formula and, instead, adopt the principles of glocalization. © Taylor & Francis Group, LLC.

Publication Date

4-1-2011

Publication Title

Journal of International Food and Agribusiness Marketing

Volume

23

Issue

2

Number of Pages

128-150

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/08974438.2011.558763

Socpus ID

79953737251 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/79953737251

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