People Innovation Excellence

Glocalization

By: Novita, S.Kom, MBA

Glocalization is a combination of the words “globalization” and “localization” it is used to describe a product or service that is developed and distributed globally, but is also fashioned to accommodate the user or consumer in a local market. This means that the product or service may be tailored to conform with local laws, customs or consumer preferences. Products or services that are effectively “glocalized” are, by definition, going to be of much greater interest to the end user. Glocalization is the concept that in a global market, a product or service is more likely to succeed when it is customized for the locality or culture in which it is sold.

The products or services designed to benefit a local market while at the same time being developed and distributed on a global level. Glocalization is a mixture of and the end result of combining the words globalization and localization. It is a process interaction and integration by individual or group. Its the way to connect individual or group across nation.

Glocalization is an amalgamation of the words “Global” and “Localization”. It is a term used for describing a product or service whose development and distribution is done globally, but after it reaches different local markets it is tailored to accommodate the user of that particular local market. It is basically the adaptation of globally standard products done in the local markets according to the laws, consumer preference, customs.

It is a process by which the people of the world are unified into a single society. This process is combination of economic, technological, socio-cultural and political forces. Localization – is the process of adapting a product or service to a particular, language, culture, and desired local “look-and-feel”.
GLOCALIZATION – is a fusion of GLOBALIZATION and LOCALIZATION. By definition, the term “glocal” refers to the individual, group, division, unit, organization, and community which is willing and is able to “think globally and act locally”

Glocalization is a combination of the words “globalization” and “localization” used to describe a product or service that is developed and distributed globally, but is also fashioned to accommodate the user or consumer in a local market. So we can say that glocalization is the process of adapting global brands to local markets. This means that the product or service may be tailored to conform with local laws, customs or consumer preferences. Products or services that are effectively “glocalized” are, by definition, going to be of much greater interest to the end user. Glocalization strategy can be invisible, and go as far as making local consumers believe that the global brand originated in their own country. Take Coca Cola for example: as one of the most recognized global brands, part of their marketing strategy in the western world is evoking a sentiment of family, home, coziness (around Christmas) represented by Santa Claus in the US – which is a character less easy to identify with in China. The “warm family” approach is still being used in China, it only moved from Christmas to the Chinese New Year, and instead of featuring the notorious Santa, a local band is transporting the message.


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