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Moreton has brought out the family unit as a very instrumental part in the general success of the company. She draws the rise of the values regarded by the family focusing on reproduction and sexuality in conjunction with the rise in service economy as a result of the shift to the reproductive industry from the initial production industries. The family issue in this case according to Merton, meant the rural people of Ozark whose main economic activity was farming as opposed to the urban forks in the northern states that were more of industrialists.
The people in Ozark and most populist southern states were against the springing up of chain stores in their neighborhood because they were owned by the wealthy northerners and they resulted in loss of employment and low income to the locals who were trying to compete against them. Walton employed the local people in his chains and subsequently allowed them to own shares in the store and other stores that are being opened. This idea was taken up enthusiastically by the family and the locals, because they felt that the chains belonged to them thus less resistance from the locals.
Her argument seems convincing because the locals and the chain managers worked hard to maintain their steady profits apart from their salary because they too had invested there. Most large chain companies concentrated in large towns where there were many customers, this is evidence to the fact that Wal-Mart grew easily due to lack of competition in the rural south where it existed alone. In this manner the Wal-Mart rode on the popularity it gained amongst the locals to avoid commercial advertisements and opened more and more stores with the help of the locals, this support was even higher as a resulting of being listed in the stock exchange which brought more capital to expand to other large cities.
The cheapest price as the best deal was made to look solidly as a Christian virtue by the Wal-Mart so that the saved money is channeled to other family businesses. Christianity which was the main religion in Ozark and United States in general determined how people conducted themselves and the various virtues that governed the society in addition to recognition of Jesus Christ as the son of God, therefore people are expected to emulate the way He led His life while on Earth. The service leadership popularity in various business and evangelical publications which brought the issue of servant leadership that advocated for feminine, reproductive labor, taken to a higher level in ideological significance, being humble, and men being advised to be active at home so that they keep their promise and to be good examples of leaders at work like Jesus.
To emphasize this point, women were to recognize the male leadership as advocated in the Bible even if it meant only in a symbolic manner, this soft patriarch made it easier for the men and women to work together because women could not complain considering the fact that they were to do the work as Christians, providing services cheerfully to others and cherish that opportunity. This changed the negative job attitude to a positive one. The low wages paid to the workers made it easier for Wal-Mart to continue selling their products cheaply and outdo other competitors. Mr. Walton had
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