Examples of Glocalization in Emerging Markets


 
Glocalization > Forum Log in

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
 

 























 


Special Interest Group Leader

Glocalization
Summary
Forum
Best Practices

Expert Tips

Resources



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2018 12manage - The Executive Fast Track. V15.0 - Last updated: 17-12-2018. All names of their owners.