Cultural Adaptation Of An Mnc In Mexico: A Success Story

This paper analyzes Wal-Mart\u27s successful venture in Mexico by following a model of globalization called glocalization. Coined by Robertson (J Int Commun 1(1):33-52, 1994), glocalization refers to the cultural adaptation strategies adopted by an MNC (multinational corporation) in order to cater to local preferences worldwide. A major finding of this paper is that globalization is not a monolithic phenomenon whereby an MNC forces its corporate culture and policies on foreign markets. As demonstrated by the authors in this analysis, even in Mexico Wal-Mart was unable to impose its Bentonville, Arkansas, blueprint of low wages for employees, hard-hitting pressure on manufacturers, uncompromising anti-union policies, and ruthless expansionist wishes. Rather, Wal-Mart had to cater to local tastes in various parts of that nation. © 2011 Springer-Verlag