Glocalization is not New

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Glocalization is not New
S Shyam Prasad, Professor, India

Glocalization is now catching up fast. But is it new? Let us see:
Philip Kotler said “Authentic marketing is not the art of selling what you make but … identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers…"
So marketers have all along been changing their products as per the local need. This is more apparent in large countries where varied communities are present. Like in the US and India, where products get modified depending on where the products are being sold – whether to Hispanic or Asian or Native Hawaiian in US and whether to North Indian or South Indian in India.
What was being practiced earlier inside a large country is now happening at a global level i.e. from Colocalization to Glocalization.



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