When Wal-Mart Comes to Town: A Look at David's Response to the Arrival of Retailing's Goliath

  • Jeffrey E. McGee Middle Tennessee State University
  • Troy A. Festervand Middle Tennessee State University

Abstract

This study examines how local retailers responded to Wal-Mart‘s arrival. The results reveal that Wal-Mart’s arrival disrupts existing retailing patterns and forces merchants to alter their competitive strategies. Small merchants tend to place greater emphasis on lower prices and increased promotional activities as a response to competitive pressure.

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References

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Published
1996-08-11
How to Cite
MCGEE, Jeffrey E.; FESTERVAND, Troy A.. When Wal-Mart Comes to Town: A Look at David's Response to the Arrival of Retailing's Goliath. Journal of Small Business Strategy, [S.l.], v. 7, n. 3, p. 15-28, aug. 1996. ISSN 2380-1751. Available at: <https://libjournals.mtsu.edu/index.php/jsbs/article/view/347>. Date accessed: 15 june 2019.
Section
Articles