PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v2i4.776ArticleWal-Mart Germany: Wal-Mart's Egocentric Foray into the German Marketplacehttps://artdesignp.com/journal/PBES/2/4/10.26689/pbes.v2i4.776YANGQING2019242019-08-29Abstract The primary purpose of this paper is to critique Wal-Mart's entry into the German retail market from its initial acquisitions in late 1997 to its exodus in 2006. In an effort to understand the fiasco in Germany, the proper context must first be established. The paper will begin with a brief history of Wal-Mart's United States (US) operations, a short description of its dismal international track record, an outline of its venture into the German marketplace, and an overview of its competitors in Germany and the global marketplace. This paper attempts to answer the following two questions: What did Wal-Mart do right or wrong in Germany, and how could they have minimized their mistakes? What can marketers and global entrepreneurs learn from Wal-Mart's actions in Germany?

References

Beauregard, M. (2004). Going global: An 8 point global cultural checklist, Detroiter Online, 19(1). Retrieved on September 19, 2009, from http://ezproxy.niagara.edu:2716/gps/start.do?prodId+IPS.

Ewing, J., Zammert, A., Zellner, W., Tiplady, R., Groves, E., & Eidam, M. (2004). The

next Wal-Mart? Business Week, 3880, 60-62. Retrieved September 24, 2009 from EBSCOhost.

EBSCOhost.

Gregory S. (2009). Wal-Mart’s Project Impact: A Move To Crush Competition, Time Magazine: West Deptford,

Kottolli, A. (2006). Trans-cultural business failure: Wal-Mart exits Germany. Retrieved September 24, 2009 from http://arunkottolli.blogspot.comk/2006/08/trans-cultural-business-failure-wal.html

N.J. Retrieved September 24, 2009 from http://www.time.com/time/business/article/0,8599,1920698,00.html

Garbato, D. (2006). Producing results. Retail Merchandiser, 46(5), 6-10. Retrieved September 24, 2009 from

Moin, D., Edelson, S., & Poggi, J. (2007). Finding a home abroad. WWD: Women's Wear Daily,

(80), 12-13. Retrieved September 24, 2009 from EBSCOhost.

Christopherson, S. (2007). Barriers to “US style lean retailing: The case of Wal-Mart’s

failure in Germany. Journal of Economic Geography. Retrieved September 24, 2009 from http://joeg.oxfordjournals.org/cgi/content/abstract/1bm010v1

Smith, J. (2007). The perils of prediction. World Trade, 20(1), 39-44.

Oxford, K. (2008). What are the five principles of marketing? eHow, Retrieved September 24, 2009 from http://www.ehow.com/about_5084578_five-principles-marketing.html