A giant retailer in Argentina: 'Glocalization' perspectives. (1st March 2016)

• Record Type: Journal Article
• Authors: Matusitz, Jonathan
• Is Part Of: Portuguese journal of social science. Volume 15:Number 1(2016)
• Page Start: 111
• Page End: 127
• Publication Date: 2016-03-01
• Subjects: Social sciences -- Periodicals; Social sciences -- Latin America -- Periodicals; Social sciences -- Europe, Southern -- Periodicals; 300.5
• DOI: 10.1386/pjss.15.1.111_1
• Languages: English
• ISSNs: 1476-413X

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.