The cultural challenge of Lululemon’s expansion

Companies expanding overseas have made great efforts to counter past mistakes of corporate imperialism – rather than merely exporting home grown staff and products they make an effort to adapt to local culture and consumer tastes.

McDonalds, for example, offered vegetarian burgers and samosas in Gujarat, where most citizens are vegetarian. In New Delhi, it sold the Maharaja Mac with lamb and chicken for non-beef eaters. It also recruited local managers in New Delhi, which helped the company negotiate bureaucracy.