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Strangers in strange lands Hypermarkets and Chinese consumer culture Misalignment

Strangers in strange lands Hypermarkets and Chinese consumer culture Misalignment

The article “Strangers in strange lands Hypermarkets and Chinese consumer culture
Misalignment” written by Warden, Stanworth, Chen and Huang argues that western retailers have failed in the East Asian markets. For example; six international retailers quitted in Taiwan during the period of six years of the study conducted. Similarly, Wal-Mart gave up in Korea, Tesco and Carrefour as well. The international companies in a Chinese cultural setting are unable to understand the core values of that region. The author points out the fact that limited research is conducted to identify the variables that favors reductionist approaches. The distance between cultures deters managers from understanding the local markets where there are different values than the West. Therefore, lack of awareness is leading to poor strategic decisions. In this paper three contrasting market orientations with the help of ethnographic are discussed.

The hypermarket retail stores are distributed globally even though the items vary according to the culture boundaries. For example, 70% of Muslims across the globe follow the ‘halal’ tag for fresh food. In Japan, the perishable commodities are purchased from small retailers however non-perishable commodities are purchased from big specialty retailers. The shopping retailers in China contain fans in the roof, vendors with display trays, delivery baskets and crates. The foreigner visitor in such a market believes that such a store outlook is dirty, messy and chaotic. The impression has led them to think to migrate towards the western approach of hyper markets format.

The methodology for the research conducted is at both levels academic as well as firm driven

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