e-journal

New Trends in Globalisation: An Examination of the Brazilian Case

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Abstract.
This analysis looks at the role of Wal-Mart in Brazil by using glocalisation theory.
Glocalisation refers to the strategies and practices adopted by transnational corporations
to cater to local cultures and customs. In the case of Wal-Mart in Brazil,
it unsuccessfully attempted to impose the US strategy of management practices,
employee standards, low wages, EDLP (every-day-low pricing) for buyers, fierce
pressure on suppliers, harsh anti-union policies and aggressive expansionism tendencies.
In this, Wal-Mart was met with heavy resistance because it failed to
glocalise. However, Wal-Mart changed tack or ‘compromised’ by following glocalisation
principles and made deep inroads in the Brazilian market. This analysis
is important for two reasons. First because it analyses the functioning of a giant
corporation that ventured into unchartered territory from a theoretical perspective;
an endeavour that has few scholars have hitherto undertaken. Second,
in recent years, there has been scant consideration of the Brazilian market and
its role in the global retailing process.

Keywords: Adaptation, Brazil, culture, globalisation, glocalisation, Wal-Mart

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Informasi Detail

Judul Seri

Social Change

No. Panggil

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Penerbit

London : SAGE Publications Ltd., 2013

Deskripsi Fisik

Social Change, 43, 1 (2013): 1–19

Bahasa

English

ISBN/ISSN

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Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

43, 1 (2013)

Subjek

ILMU SOSIAL

Info Detail Spesifik

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Pernyataan Tanggungjawab

agus

Versi lain/terkait

Lampiran Berkas

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