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


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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How to Cite

McGee, J. E., & Festervand, T. A. (1996). When Wal-Mart Comes to Town: A Look at David’s Response to the Arrival of Retailing’s Goliath. Journal of Small Business Strategy, 7(3), 15-28. Retrieved from https://libjournals.mtsu.edu/index.php/jsbs/article/view/347