Date of Graduation

5-2012

Document Type

Thesis

Degree Name

Bachelor of Science in International Business

Degree Level

Undergraduate

Department

Marketing

Advisor

Bristow, Susan

Abstract

Walmart is considered a strong global player in the retail industry, but not all of their expansions have bee successful. In 1998, Walmart took their first steps into the European market starting with Germany. Many mistakes were made and despite strong effort to fix major oversight, Walmart left the German market in 2006. This thesis analysis what went wrong with the expansion into Germany and what lessons Walmart has taken away from the fiasco.

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