ABSTRACT
In theUnited States,Wal-Mart customers are greeted with a smile, escorted to the item they’re looking for, and watch their purchases being bagged by an employee. These aspects of Wal-Mart’s culture were a complete failure in Germany, however, when the company expanded there in 1997. Wal-Mart also failed on other counts, such as recognizing the status of unions inGermany and the importance of store location. What eventually happened toWal-Mart inGermany, andhowcould it havebeenprevented?What didWal-Mart learn? This case examines the cultural mishaps of America’s largest discount retailer.
Wal-Mart has become a household name in the United States, and in some parts of the world outside the United States. With low prices and a large array of products, Wal-Mart superstores have become the chosen ‘‘one-stop shop’’ for many consumers.
