Examples of Glocalization in Emerging Markets




Glocalization
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Rema Viswanathan
Professor, India

Examples of Glocalization in Emerging Markets

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

Other glocalization examples in emerging markets include: - The Subway chain does not have beef in ... Sign up

   

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