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This paper examines the methods adopted by Wal-Mart to cater to local cultures in China. This analysis draws on glocalization, a concept that refers to the interaction of the global and the local, or the incorporation of local elements into global products and/or services. This paper is important for two reasons. First, glocalization, in and of itself, has the capacity to enhance scholarly understanding of globalization with reference to global agency and cultural differentiation. Second, not only is China a nation where Wal-Mart had to glocalize the most; China is also the fastest growing market in the world. So, this analysis can bring fresh insights into today's reality of globalization processes. One of the consequences of Wal-Mart's strategy of glocalization is that it contributes to its status of 'cathedral of consumption' even more. A cathedral of consumption refers to an incomparable magnitude of global success (achieved by a major corporation) that gives birth to a consumer religion and a display of abundance and excess. Este articulo examina los metodos adoptados por Wal-Mart para satisfacer a las culturas locales en China. Este analisis se basa en la glocalizacion, un concepto que se refiere a la interaccion entre lo global y lo local, o a la incorporacion de elementos locales dentro de los productos o servicios globales. Este articulo es importante por dos razones. Primero, la glocalizacion en si, tiene la capacidad de mejorar la nocion academica de la globalizacion, con referencia a la agencia global y a la diferenciacion cultural. Segundo, China no solo es una nacion donde Wal-Mart tuvo que glocalizarse en mayor grado; sino que ademas es el mercado de mayor crecimiento en el mundo. Asi, este analisis puede traer un conocimiento fresco a la realidad actual de los procesos de globalizacion. Una de las consecuencias de la estrategia de glocalizacion de Wal-Mart es que contribuye mas aun a su estado de “catedral de consumo”. Una catedral de consumo se refiere a una magnitud incomparable de exito global (lograda por una corporacion mayor) que da vida a una religion de consumidor y a un despliegue de abundancia y exceso. [image omitted] [ABSTRACT FROM AUTHOR]

The rapid recent growth in the size of the advertising market in China has been unprecedented, fulfilling the prediction that it will be second only to that of the United States by the Olympic year of 2008. Major Japanese and Western-based global advertising agencies have been making their presence felt via joint-venture arrangements with Chinese agencies since 1979, and now increasingly are serving not only their global clients, but working with large Chinese advertisers as well. This article traces recent developments in the advertising industry in China, with particular attention to the marketing strategies being pursued by global advertisers, and to the social, cultural and geographical barriers which they must overcome. Conversely, the analysis gives insight to the comparative advantages the Chinese advertisers and their agencies enjoy in this respect, although they also face challenges in establishing brands and otherwise transforming China into a harmonious nation of consumer-citizens. [ABSTRACT FROM AUTHOR]