Analysis of the cultural causes of Wal-Mart’s failure entry into German market according to Hofstede’s cultural dimensions

Abstract

Human-centred thinking can be found in the evolution of many disciplines. Nowadays, we have easy access to a rich of information databases on the internet, which makes decision-making process more conscious, concern it to a purchasing decision or a choice of the workplace. Customization of products and services offered by companies is constantly increasing. As a principle, the well-known slogan “think globally, act locally” is valid until today. However, the question arises whether human-centred appears in the daily practice of multinational corporations? Do they really take into account the intercultural approach of a given country during corporate management and operation? Does the culture of the given country not get injured during the excessive profit rush? In this article, we examine the Wal-Mart’s failure in Germany from the aspect of the intercultural marketing.