Wal-Mart: Nonmarket Pressure and Reputation Risk (B) A New Nonmarket Strategy

Wal-Mart: Nonmarket Pressure and Reputation Risk (B) A New Nonmarket Strategy

By
David Baron
2006|Case No.P52B

In 2004 and 2005, Wal-Mart began to implement a nonmarket 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.

Learning Objective
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