Glocalization

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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Glocalization

• Glocalization (a portmanteau of globalization and localization) is the adaptation of international products around the particularities of a local culture in which they are sold. The process allows integration of local markets into world markets.

Glocalization

• The term first

appeared in a late

1980s publication of

the Harvard Business

Review.

Glocalization

• At a 1997 conference on "Globalization and Indigenous Culture", sociologist Roland Robertson stated that glocalization "means the simultaneity – the co-presence – of both universalizing and particularizing tendencies."

Glocalization

• This phenomenon is the relative inverse of Americanization and the suppressing of local preferences in favor of providing goods and media whose content has been dictated by foreign entities.

Glocalization

• Glocalization can also involve the use of culturally friendly media to encourage the acceptance of foreign products among a local audience.

McDonald’s

McDonald’s

• McDonald's restaurants'

menus adopted the

practice and customized

its menus to suit local

tastes in various

countries.

McDonald’s

• In the UK, McDonald’s

strategy is to listen more to

local consumers and then

act on it. The company

strives to do this around the

world.

• Some if its local favorites around the world include the

McItaly burger in Italy, Maharaja Mac in India, the

McLobster in Canada, the Ebi Filit-O in Japan.

Starbucks

Starbucks

• Starbucks is trying out locally

designed franchises in stores.

The stores are non-Starbucks

branded in order to recapture

the feel of a local coffee shop,

which would otherwise be

threatened by the existence of

Starbucks in its vicinity.

KFC

KFC• To increase visits from local

residents, KFC has initiated a

five-year plan to upgrade its UK

restaurants with new

contemporary designs. Designs

will be based on ‘look and feel’

of the area and in collaboration

with local property developers.

KFC• KFC has a vegetarian thali (a

mixed meal with rice and

cooked vegetables) and

Chana Snacker (burger with

chickpeas) to cater to

vegetarians in India.

NOKIA

NOKIA• Nokia responded to local

customer needs with the

introduction of dust-resistant

keypad, antislip grip and an

inbuilt flash light for Indian rural

consumers (specifically

targeting truck drivers).

Tesco

Tesco• When Tesco expanded globally

in countries such as Thailand,

Hungary and the Czech Republic

it kept it’s usual name and

branding. However, when it

entered the United States, it

named it’s stores "Fresh & Easy

Neighborhood Market".