When Global Expansion Meets Local Realities in Retailing: Carrefour's Glocal Strategies in Taiwan

Richard Chinomona, Dennis Sibanda

Abstract


Prior studies suggest that the intersection of globalization and localization produces glocalization. Little research
though has investigated the ways in which global retailers conduct this glocalization process from a strategy
view point. To redress this gap, an investigation is made on how Carrefour as the research case study, has
successfully glocalized its strategies in Taiwan. A triangulation approach consisting of interviews, document
exploitation and observations were used to collect the data from multiple sources in this qualitative study. The
study found that Carrefour glocalized their strategies to suit unique conditions in Taiwan such as Chinese
culture, language, local competition and government policy. It is found that glocalization process can be traced
in Carrefour’s entry, expansion, position, sourcing, human resources development and promotion strategies.
Based on the findings this study submits that Carrefour’s glocal strategies in Taiwan might account for its
success to some extent. Limitations of the study and suggestions for future research directions are provided.

Full Text: PDF DOI: 10.5539/ijbm.v8n1p44

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.