A Giant Retailer In Argentina: ‘Glocalization’ Perspectives

Keywords

Adaptation; Argentina; Globalization; Glocalization; Retail; Walmart

Abstract

This article examines how Walmart became successful in Argentina by applying the tenets of ‘glocalization’ theory. ‘Glocalization’ refers to the strategies a multinational corporation employs abroad to cater to local idiosyncrasies. When Walmart built its first stores in Argentina, it imposed its US-based blueprint of low-pricing tactics and shopping traditions that were rapidly rejected by most Argentinian consumers. After a few years of trial and error, Walmart finally brought forth five major business and cultural changes that proved successful: (1) adaptation of store design, (2) adaptation of products to local tastes, (3) adaptation of shopping culture, (4) adaptation of employment practices and workplace culture and (5) acceptance of trade unions.

Publication Date

3-1-2016

Publication Title

Portuguese Journal of Social Science

Volume

15

Issue

1

Number of Pages

111-127

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1386/pjss.15.1.111_1

Socpus ID

84975230172 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84975230172

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