Successful Glocalization Practices: The Case of Seiyu in Japan

• In Event: Top Papers in Asian/Pacific American Communication Studies

Abstract

This analysis examines how Wal-Mart in Japan – called “Seiyu” – became successful after principles of glocalization were adopted. Glocalization implies that a large corporation must cater to local cultures and show cultural flexibility to boost customer appeal. Wal-Mart’s glocalization strategies in Japan revolve around major themes such as adjustment to Japanese consumer habits and adjustment of work and employee practices. An important premise of this analysis is that “Wal-Martization” is not commonly accepted worldwide.

Authors

• Jonathan Matusitz, University of Central Florida

• Maya Forrester, University of Central Florida