Glocalization is not New

Knowledge Center


S Shyam Prasad
Professor, India

Glocalization is not New

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.


Jaap de Jonge
Editor, Netherlands

History of Glocalization

Glocalization as the "simultaneous occurrence of both universalizing and particularizing tendencies ... Sign up


More on Glocalization:
Discussion Topics
Examples of Glocalization in Emerging Markets
👀Glocalization is not New
🔥How to Develop a Corporate Foreign Policy for Multinational Companies
Special Interest Group

Do you know a lot about Glocalization? Become our SIG Leader

Knowledge Center

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2023 12manage - The Executive Fast Track. V16.1 - Last updated: 2-4-2023. All names ™ of their owners.