Wednesday, March 07, 2007

Will Wal-Mart's name be a negative?

The Bharti Group is researching the benefits and negatives of using the Wal-Mart brand name for its retail store chain. Bharti Enterprises and Wal-Mart are currently finalizing a joint venture deal where Bharti will look after the front end of the stores and Wal-Mart will take care of its supply chain and logistics support. With the negative press that the Wal-Mart name attracts, Bharti might opt for a less controversial name. On the other hand, Wal-Mart is synonymous with low prices, which will be a huge crowd puller, especially for first time buyers who will base their subsequent visits on their first impressions.

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