The entry of Wal‐Mart in Brazil and the competitive responses of multinational and domestic firms
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 January 2002
Abstract
Investigates the entry of Wal‐Mart in Brazil, and subsequent moves of established retailers and new entrants with data taken from secondary sources and interviews with executives. First, internationalization of Wal‐Mart and its entry are discussed, which caused an impact on Brazilian retailing by accelerating the concentration, automation and modernization of the industry. Competitive reactions were classified in four categories: neutralizing competitors actions, establishing competitive advantage, redefining markets, and changing ownership. It is argued that Wal‐Mart’s experience in Brazil could be an interesting source of learning for foreign retailers desirous of entering the Brazilian market as well as for local companies that need to remain competitive to survive.
Keywords
Citation
da Rocha, A. and Dib, L.A. (2002), "The entry of Wal‐Mart in Brazil and the competitive responses of multinational and domestic firms", International Journal of Retail & Distribution Management, Vol. 30 No. 1, pp. 61-73. https://doi.org/10.1108/09590550210415266
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited