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Prior studies suggest that the intersection of globalization and localization produces glocalization. Little research though has investigated the ways in which global retailers conduct this glocalization process from a strategy view point. To redress this gap, an investigation is made on how Carrefour as the research case study, has successfully glocalized its strategies in Taiwan. A triangulation approach consisting of interviews, document exploitation and observations were used to collect the data from multiple sources in this qualitative study. The study found that Carrefour glocalized their strategies to suit unique conditions in Taiwan such as Chinese culture, language, local competition and government policy. It is found that glocalization process can be traced in Carrefour’s entry, expansion, position, sourcing, human resources development and promotion strategies. Based on the findings this study submits that Carrefour’s glocal strategies in Taiwan might account for its success to some extent. Limitations of the study and suggestions for future research directions are provided

When Global Expansion Meets Local Realities in Retailing: Carrefour's Glocal Strategies in Taiwan