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Authors:
Published by:
Stanford Business School (2006)
Version:
15 May 2006
Length:
6 pages
Data source:
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Abstract

In 2004 and 2005, Wal-Mart began to implement a non-market strategy to respond to detractors and improve its image. This case details the many steps that Wal-Mart took, from becoming politically involved to creating community relations offices to working with special interest groups. Wal-Mart ran ads in various newspapers, launched a major environmental initiative, extended health care benefits, set up a diversity task force, and announced support for local businesses in communities in which it planned to open new stores. Study questions set up a discussion of Wal-Mart''s actions.

Topics

Retailing industry; Strategy formulation; Media relations; Public relations; Non-market issues; Unfair labor practices; Unionization
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