Regional adaptation of multinationals – Wal-Mart's Quebec case study
Serge LafranceLeger Marketing, Canada
Yanik DeschênesCorporate Affairs, Wal-Mart, Canada
Terence FlynnDeGroote School of Business, McMaster University, Canada
INTRODUCTION
Wal-Mart: Public Opinion on the Upswing in Québec
Since 2001, Wal-Mart's brand image has experienced significant variations in Québec. In 2004, the company's brand image was at 71% and it dropped to 11% in 2006 (see Figure 1). The Company became the one with the most negative media coverage in the province and its traffic, sales and profits plummeted seriously. This drop can mainly be explained by the labour conflict...