Glocalization is a phenomenon which is being used by many multinational corporations. It should be noted that, globalization involves not only the construction of new units of integration but also the systematic disintegration of pre-existing units.
The term “glocalization” first appeared in the late 1980s in Harvard Business Review articles, written by Japanese economists, and comes from the Japanese word dochakuka. The Japanese ideographs “do”, “chaku” and “ka” means respectively “land”, “arrive” and “process of” in English.
In 1997, Robertson defined the meaning of the word “glocalization” and he got the credit of being the first one to use this specific word to express the concept of simultaneity of both universalizing and particularizing tendencies.
Literally, glocalization is the combination of the words “globalization” and “localization” and it is meant to describe products or services developed and distributed globally but adjusted to meet clients in a local market.
The glocalization allows the enterprise, which has no global products to give answer to the global market, and the enterprise, which has global products and accepts to adapt them to the local markets to improve its presence in these markets.
Glocal marketing means that enterprises operating in the global market adjust their products or services to the local cultures.
Glocal marketing is the performance of marketing planning through strengthening a positive perception about a brand all around the world, respecting local cultural values.
Glocal marketing
