Variegated National Retail Markets: Negotiating Transformation through Regulation in Malaysia and Thailand

Abstract

The last two decades have seen a major wave of retail globalization that has driven the transformation of retail markets in the emerging economies of Southeast Asia and beyond. This article provides a systematic analysis of the divergent pathways of retail market transformation in Malaysia and Thailand through exploring the interface of foreign retailers’ strategies of market development and regulatory efforts by the state. Drawing on the variegated capitalism approach and relational economic geography perspectives, the article develops a dynamic analytical framework for investigating and contrasting contestation and negotiation in the process of market transformation. Based on extensive fieldwork and comprehensive secondary data analysis carried out in Malaysia and Thailand, it demonstrates the different trajectories of the Malaysian and Thai retail markets since the turn of the millennium, and explains the political-economic context, and state-regulatory and retail firm strategies that interactively shape market change. While Malaysia has seen substantial levels of state intervention to protect domestic interests and create a two-tier retail system, the Thai retail market transformation has been based on less rigid but more geographically varied state regulation and foreign retail firm strategies. Thus, this article sheds new light on the host economy impacts of retail globalization in the context of local and national contestation and regulation. It concludes with a summary of the findings and reflections on the value of the analytical frame developed here for research on comparative capitalism beyond the retail sector.