My research paper is about the Walmart case. In 2006 Walmart had to sell all stores in Germany. Walmart made huge mistakes by entering the German market. There are a lot of Parts in this Case where you can write about. A lot of works were written about the cost calculation mistakes, which Walmart made. The Walmart case is such a vast history, so it is important to concrete the analysis.
My research paper is an analysis of the cultural mistakes Walmart made. I will analyze the communication and the behaviour, which Walmart showed in Germany. Walmart tried to use behaviour patterns in Germany, which were completely out of place for this culture.
To determine cultural differences between Germany and USA, I use Hofstede`s Cultural Dimension Theory. It will help to analyze the differences between the American and German culture.
It will show why some behaviour patterns offended the German people and why it led to the failure of the Walmart stores in Germany, despite the cost problem and the problems with the unions.
I structured my research paper in three main analysis steps:
- The Cross-Cultural Communication and Hofstede`s Theory
- Scores: USA vs. Germany
- Cultural Differences Germany and USA: Why Walmart failed with its communication style
To underline my Results, I will use Quotes from people who were employees and customers by Walmart and gave interviews to Newspapers. And I will underline my research with the work of scientists in cross-cultural communication and social science to describe why some behaviour patterns triggered scepticism and discomfort among Germans.
Global Communications Research 