Wal-Mart said Friday it plans to sell its 85 stores in Germany to rival Metro AG, ending a nearly decade-long effort by the world's largest retailer to crack the market in Europe's biggest economy. . .Wal-Mart had trouble winning over German consumers, who tend to be very price-focused and would rather drive to a different store if they know they can buy something cheaper. National discounters such as Lidl GmbH and Aldi Einkauf GmbH put the heat on Wal-Mart's sales, he said, by offering the same products at competitive prices.
Further, Schlueter said consumers rejected some of Wal-Mart's signature features, like stores outside of town centers, employees required to smile and heartily greet customers, or baggers at checkouts. . . (AP: July 28, 2006)
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1 comment:
Hey Brandi! Yeah the Wal-Mart thing seems to be a big deal. And I find it so interesting how culture here interferes with business! I think there were a number of reasons why Wal-Mart did not make it: no flexibility in their concept, that (,for Germans, weird) ethics-code manual they brought out, the "no married couples" thing, the possibility to call on your co-workers if they did something wrong, etc. I mean it doesn't take a lot of smart people, who know their culture, to realize that these are topics Germans would react to in a negative way?!
I find it also interesting that other big companies have made it! Take e.g. McDonalds. They have been able to become part of the German culture - and talk about being American, you barely can be more!
So all in all it is very interesting to see how much business relies on culture experts. You should try to get into business "und zeig ihnen wo der Hammer hängt!". =^ )
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