Examples of Glocalization in Emerging Markets

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

     
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