Title

A Behemoth In India: Walmart And Glocalisation

Keywords

adaptation; business; commerce; consumer culture; economics; globalisation; glocalisation; India; modernisation; retail trade; Walmart

Abstract

The global retailing giant Walmart's entry into India since 2009 is analysed in this article within the applied theoretical framework of glocalisation rather than simply globalisation. In light of glocalisation theory, the article suggests that globalising a product, brand, idea or service has more chances of success in a local market when it is targeted and adjusted specifically to the respective local value systems and thus becomes a glocalised enterprise. Globalisation is shown to be more than just a monolithic occurrence or simply an uncontested homogenising energy forcing local cultures to adopt the norms, practices and values of the global market place. It does not eradicate local cultures, but effects changes that create new glocalised hybridities with enormous economic implications not only for Walmart, but also for the Indian retail economy generally. © 2010 SAGE Publications.

Publication Date

11-1-2010

Publication Title

South Asia Research

Volume

30

Issue

3

Number of Pages

233-252

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1177/026272801003000302

Socpus ID

78649942401 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/78649942401

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