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School of Economics Summary The case lists out the dilemma that Western Retail outlets (such as Wall-Mart, Careful and others) face as they enter Asian markets. The case builds on the notion that these retail outlets are not able to build on the premise of cultural differences and hence they cannot adapt themselves to the demographics of the local markets.
The paper puts forth the framework which emphasizes of the Importance of adapting to the needs of Aslant consumers on part of these large retailers. The paper Is a culmination of work done on large retailers over a p of six years. The researcher has deviated from the traditional methods of data collection and has traveled wide and far for data collection, this has allowed the paper to develop a wider frame of reference and have a cross-sectional analysis across countries.
The approach to the paper is ethnographic and real-life scenarios have been issued to elicit the happenings in daily life. From the researcher’s point of view, the customer’s obvious needs are kept in accordance with their unspoken needs and wants. The method used results in a more In depth understanding of culture and the resulting buying processes which are otherwise not comprehensible. The paper elects the hypermarket structure being followed In Asia and sets out by explaining the structures of stores such as ART-Marti Tests and Careful which have.
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