What is Glocalization? Globalization vs Glocalization with examples of Apple and McDonald's (268)

Glocalization is a business process where products are produced for distribution at a global level and are also adjusted to meet the requirements of the local market.

Glocalization is a strategy adopted by international companies that modifies their products to suit local preferences and meet their specific demands successfully.

Origin of Glocalization

The term Glocalization was used for the first time by economists in Japan to describe their worldwide marketing technique. In 1980 Roland Robertson, a prominent sociologist, mentioned and popularized it through “Harvard Business Review”.

Globalization vs Glocalization

Globalization refers to a process where an organization introduces its product to the global market whereas in Glocalization the products are modified and adapted to meet the demands of the local market.

Globalization Example – Apple

Glocalization Example – McDonald's

Advantages of Glocalization

1. Larger product reach
2. Local communities are introduced to foreign cultures
3. Access to new markets
4. Modifying products to suit local needs help to gain trust
5. Access to new talent
6. Helps in connecting with locals and establishing a strong relationship that can leverage their brand position
7. Increase in sales
8. Minimize inequality gap
9. Reduced prices
10. Global recognition of a brand
11. Multinational companies bring in foreign revenues
12. Provides employment opportunities

Disadvantages of Glocalization

1. It is not possible to realize local economies or transfer core competencies to foreign markets
2. It is not easy to implement a glocal strategy
3. The chance of failure is high
4. Has received backlash from local players
5. Has a direct impact on local layers
6. The rise in cultural conflicts
7. Uneven wealth distribution
8. Place a burden on the environment
9. Cut-throat competition
10. Time-consuming process
11. Expensive
12. Foreign worker exploitation

Globalization Examples

1. McDonald’s
2. Netflix
3. Nike
4. IKEA
5. Amazon in India
6. Starbucks in Australia
7. Coca Cola – Sunset Campaign
8. Kellogg’s - Unsuccessful First Foray into INDIA

This video is on Glocalization and it has the following sub-topics.

Time Stamps

0:00 Glocalization Introduction
00:20 What is Glocalization?
00:59 Origin of Glocalization
01:30 Globalization vs Glocalization
01:39 Example – Apple
01:45 Example – McDonald's
01:48 Advantages of Glocalization
02:00 Disadvantages of Glocalization
02:12 Glocalization Examples
02:14 Glocalization Examples - McDonald’s
02:22 Netflix
02:31 Nike
02:43 IKEA
03:13 Amazon in India
03:32 Example – Starbucks in Australia
04:08 Coca Cola – Sunset Campaign
04:36 Kellogg’s - Unsuccessful First Foray into INDIA

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