In the decades after World War II, evangelical Christianity nourished America’s devotion to free markets, free trade, and free enterprise. The history of Wal-Mart uncovers a complex network that united Sun Belt entrepreneurs, evangelical employees, Christian business students, overseas missionaries, and free-market activists. Through the stories of people linked by the world’s largest corporation, Bethany Moreton shows how a Christian service ethos powered capitalism at home and abroad.

While industrial America was built by and for the urban North, rural Southerners comprised much of the labor, management, and consumers in the postwar service sector that raised the Sun Belt to national influence. These newcomers to the economic stage put down the plough to take up the bar-code scanner without ever passing through the assembly line. Industrial culture had been urban, modernist, sometimes radical, often Catholic and Jewish, and self-consciously international. Post-industrial culture, in contrast, spoke of Jesus with a drawl and of unions with a sneer, sang about Momma and the flag, and preached salvation in this world and the next.

This extraordinary biography of Wal-Mart’s world shows how a Christian pro-business movement grew from the bottom up as well as the top down, bolstering an economic vision that sanctifies corporate globalization.

The author has assigned her royalties and subsidiary earnings to Interfaith Worker Justice (www.iwj.org) and its local affiliate in Athens, GA, the Economic Justice Coalition (www.econjustice.org).

As the largest private employer in the world, Walmart dominates media and academic debate about the global expansion of transnational retail corporations and the working conditions in retail operations and across the supply chain. Yet far from being a monolithic force conquering the world, Walmart must confront and adapt to diverse policies and practices pertaining to regulation, economy, history, union organization, preexisting labor cultures, and civil society in every country into which it enters. This transnational aspect of the Walmart story, including the diversity and flexibility of its strategies and practices outside the United States, is mostly unreported.

Walmart in the Global South presents empirical case studies of Walmart’s labor practices and supply chain operations in a number of countries, including Chile, Brazil, Argentina, Nicaragua, Mexico, South Africa, and Thailand. It assesses the similarities and differences in Walmart’s acceptance into varying national contexts, which reveals when and how state regulation and politics have served to redirect company practice and to what effect. Regulatory context, state politics, trade unions, local cultures, and global labor solidarity emerge as vectors with very different force around the world. The volume’s contributors show how and why foreign workers have successfully, though not uniformly, driven changes in Walmart’s corporate culture. This makes Walmart in the Global South a practical guide for organizations that promote social justice and engage in worker struggles, including unions, worker centers, and other nonprofit entities.