Date of Graduation
5-2012
Document Type
Thesis
Degree Name
Bachelor of Science in International Business
Degree Level
Undergraduate
Department
Marketing
Advisor/Mentor
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.
Citation
Geisler, M. (2012). International Marketing and Walmart's Missed Opportunity. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/3
