All You Need to Know About Glocalization

Glocalization is a word that comes from globalization and localization. The context of the usage of the term at the time was marketing, and how companies could offer products and services on a global scale while adopting local consumer preferences and culture in individual countries.

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In today’s interconnected world, thanks to transnational infrastructure and multinational businesses, it is easy to coordinate multiple activities from your home. Globalization has brought many people and businesses from different places together, and this ecosystem is poised to integrate to deeper levels. Technology is at the core of these activities since it is the fuel that powers transport and communication, which are the main wheels for a globalized economy.

However, it is crucial to note that individual countries and their citizens have not been written off in this globalization thing. Despite the interconnectedness and the blends in culture, distinct nations continue to abide by their traditions, norms, and ways of life on a daily basis.

In the business world, however, multinational companies have found ways of succeeding at the country level, and on the global level too. They have done this by effectively implementing glocalization in their tactical and strategic business plans.

Globalization and Glocalization

You might wonder, what is glocalization? Glocalization is a word that comes from globalization and localization. It was coined by Roland Robertson, a sociologist, in 1980 in the Harvard Business Review. What does glocalization mean? Glocalization definition is the intersection of global and local tendencies, practices and strategies. The context of the usage of the term at the time was marketing, and how companies could offer products and services on a global scale while adopting local consumer preferences and culture in individual countries.

Today, many corporations offer products and services in many countries in the world. These products and services, in most cases, are uniform, but the people who consume them subscribe to different customs and tastes.

This is where glocalization comes in. In such scenarios, some companies glocalize their products. They do this by coming up with products for specific countries and regions. The packaging of glocalized products is in such a way that they conform to the style of living of individuals in that particular country. This does not mean that the company loses its global statue. On the contrary, it shows that the company is operating at a worldwide level, but it is differentiating its products in countries of operation to ensure that they are a fit for the consumers there.

The Tenets of Glocalization

Like any other phenomenon or activity, glocalization has a set of tenets that guide it. Companies and businesses do not just implement glocalization strategies from nowhere. These strategies depend on underlying principles and methods. Let us delve into glocalization examples.

In most cases, companies adopt an approach that bodes well with the local populace. This involves creating ads that exhibit local personalities, culture, dishes, and languages. These ads are often tailored in a way that appeals to the local people, hence encouraging them to consume a particular product or service.

Localizing ad and marketing campaigns has worked for some transnational companies in various countries, but some companies have not used this strategy, thanks to the vast sums of money involved.

The adoption and use of local languages by global companies have also been a useful glocalization technique. A vast majority of people are inclined to subscribe to domestic ideals and customs, and the common denominator across the board here is language.

Multinationals have employed professional translators in various countries to help them develop their local strategies. This is because companies that embed the local culture of the people in their products and operations identify themselves thoroughly with the people, which often lead to uptake of their products. These examples of glocalization are clear illustrations of how glocalization works today.

The intersection of Distinct Local and Global Practices

Worth noting is that glocalization is purely the intersection of global strategies and local ones. However, there is a thick line that exists between these two aspects. Global practices tend to treat the world as one uniform entity, whereas local methods are more inward looking. However, appropriately blending these strategies leads to the concept of glocalization, which involves the application of local plans in individual countries, but at a global scale.

In closing, glocalization is an approach that is increasing diversity among nations, and at the same time leading to collective global growth and development. Positive effects of glocalization on people can be witnessed in various parts of the world today. Making people in individual countries to have a sense of their culture as well as recognizing them at a global scale not only adds value to a company but also makes the company become an active part of the people’s lives.

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