Market entry strategies and their pitfalls Walmart's experience in the German retail market
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | Germany market entry retail strategy Walmart |
| Online Access: | http://dolgozattar.uni-bge.hu/58701 |
| Kivonat: | This thesis examines different market entry strategies and their challenges investigating Walmart’s failed entry into Germany as a case study, exploring how cultural misalignment, strong local competition, and regulatory barriers led to its exit. Using market entry theory, the study evaluates Walmart’s strategy against the German retail context and tests three hypotheses related to strategic adaptation, competition, and legal challenges. Findings offer key lessons and suggestions for global retailers on the importance of local responsiveness in international expansion. |
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