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

Richard Chinomona, Dennis Sibanda


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.

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DOI: https://doi.org/10.5539/ijbm.v8n1p44

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