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Research Papers
Regional adaptation of multinationals - Wal-Mart's Quebec case study
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Wal-Mart is the biggest retail company in the world. For a company of that size, with international reach, the question is raised when it comes to standardizing vs. adapting business procedures to the geographic markets in which it evolves. Standardization has the effect of making business procedures easier for companies from supply to market release. For its part, adaptation allows a company to take a clientele's cultural differences and regional preferences into account, by the same token facilitating this clientele's loyalty. Wal-Mart, like the majority of large-scale companies, standardizes many of its business procedures, but also adapts them to most regional differences worldwide. Several examples of adaptation will be presented during this conference, including the Quebec case. In the past few years, there is no doubt that regional adaptations in Quebec have produced results for Wal-Mart's corporate reputation.
Author(s): Serge Lafrance, Yanik Deschênes, Terence Flynn
Date of publication: 26.09.2008
ISBN: 92-831-0224-X
Order Code: CON08
Number of pages: 8
Conference collection: Congress 2008 - Frontiers
All papers from Congress 2008 - Frontiers:
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- Media reach - Optimising touch points during the purchase journey
- Crossing the frontier - The fusion of research, consulting and creativity
- The paradox of success - Learning to love failure as pioneers of market research
- Regional adaptation of multinationals - Wal-Mart's Quebec case study
- Marketing research in 2038 - Perfect your foresight. Avoid extinction by knowing the future.
- A world of chicken flavors - Using ethnography in multi-country studies
- Digital video at the service of research - Non verbal communications to access the consumers’ subconscious
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- Chinese frontiers - Now and beyond
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