Examples of Glocalization in Emerging Markets

Glocalization > Forum > Examples of Glocalization in Emerging Markets

Examples of Glocalization in Emerging Markets
Rema Viswanathan, Professor, India, Member
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!
...Sign up

Examples of Glocalization in Emerging Markets
Other glocalization examples in emerging markets include:
- The Subway chain does not have beef in its stores in India.
- Starbucks’ shops i...Sign up

Special Interest Group Leader

Interested? Sign up for free.

Best Practices


    About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
    © 2019 12manage - The Executive Fast Track. V15.1 - Last updated: 22-7-2019. All names ™ of their owners.