Examples of Glocalization in Emerging Markets

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Examples of Glocalization in Emerging Markets
Rema Viswanathan, Professor, India

The phenomenon of glocalization has been aptly described by Roland Robertson as "the tailoring and advertising of goods & services on a global or near global basis to increasingly differentiated local and particular markets".
There are several examples of this in emerging markets like India such as:
- Kellogs' wide variety of cereals that are made from rice, wheat, & multi-grains besides its classic cornflakes
- McDonald's McTikki that caters to the native Indian taste.
- Similarly the advertising of Coca Cola using Aamir Khan who promoted the Rs.5/- "Thanda Matlab Coca Cola" across different rural markets portraying the local cultural ethos & behavior wherein the product was the same, but the promotion was local!



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