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Description of Glocalization. Explanation.




Definition Glocalization. Description.

Glocalization in business is a hybrid combination strategy of globalization along with localization. It expresses the interaction and reconciliation of regional / local demands with general efficiency demands of creating products and services for a global market.

The phenomenon was catalyzed by the arrival of new electronic communications technologies, in particular the Internet, that enables the efficient provision of localized products and services on a global basis.

Sociologist Roland Robertson said that glocalization "means the simultaneity --- the co-presence --- of both universalizing and particularizing tendencies".

He aptly described glocalization as "the tailoring and advertising of goods & services on a global or near global basis to increasingly differentiated local and particular markets".

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Compare with: Globalization  |  Mass Customization  |  Cultural Dimensions  |  Bottom of the Pyramid  |  Competitive Environment  |  Macro-Environment  |  Economies of Scale  |  Emerging Markets  |  PEST Analysis

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