Glocalization – global products versus local needs
Posted: Tue Dec 24, 2024 5:39 am
Glocalization is a term that combines two words: globalization and localization. The rapid development of technologies has contributed significantly to globalization. In the business world, we see global trends that create a unified image of mass consumers. Despite similar purchasing behaviors among different groups, society is still heterogeneous, and the correct adjustment of the offer to local needs is a strong advantage for companies operating worldwide.
Glocalization – index:
What is glocalization?
Act globally, think locally
Examples of glocalization
Summary
What is glocalization?
To understand the nature of globalization, it is necessary to azerbaijan whatsapp number database between two types of markets: global and local. True to its name, global activity is based on freeing oneself from the limitations and ties to the immediate environment. However, according to the idea of glocalization, companies that expand their activities worldwide must pay even more attention to the local adaptation of the products offered.
The process of glocalization can be defined as the connection and mutual penetration of global and local markets. Brands are recognizable because the business operates in many different countries, but the key to true success for a company is understanding the differences between customer groups and using this knowledge to create an offering that matches local standards and traditions.
Thanks to globalization, the product that is used globally becomes even more unique for the specified target groups. Local adjustments do not change the essence of the product in question, but personalized promotion reflects consumer preferences even more.
Act globally, think locally
International expansion of brands allows them to reach a wide audience, which positively increases the results of the entire company. But following the unified image of the world leads to excessive homogenization of the economy, ignoring local customers.
Glocalization opens entrepreneurs’ eyes to the needs of specific groups while also highlighting the importance of society’s cultural references. As a result, this approach brings benefits to both the company and the buyers.
A thorough analysis of tradition and needs allows companies to produce near-ideal products that meet the individual requirements of the community in question. In addition, a well-thought-out marketing campaign that focuses on key needs touches the hearts of customers, convincing them to choose a particular brand. On the other hand, the buyer receives more personalized products that not only meet basic expectations, but also correspond to their culture and tradition.
Glocalization – global products versus local needs
Examples of glocalization
One of the most recognizable brands that follows the idea of glocalization is McDonald's. The fast food chain has been operating in the market for many years and opens new branches all over the world. Instead of offering a unified menu in each location, McDonald's decided to introduce diverse products that fit the culture of specific regions. A special menu that takes into account the culinary preferences of different countries, which is why McArabia Chicken is available in Arab countries, McLobster can be found in Canada, McItaly is in Italy, while McBeer can be purchased in Germany.
Similar strategies are used by well-known chains such as TacoBells or Starbucks, which stand out in the market by creating a menu tailored to local tastes and an interior design that corresponds to specific cultures.
An interesting example of the same rule is Coca-Cola, whose success is due to glocalization. The “Pearl of the Orient” commercial, aimed at residents of the Philippines, gained extraordinary popularity in 1955. The brand focused its efforts on Filipino culture and its uniqueness, which allowed the brand to win the appreciation of the local community and increase the demand for the drink.
There are examples of glocalization that are not limited to the food industry. An international retail chain, Walmart, focuses on providing customers with the best shopping experiences, taking into account cultural differences and the service styles preferred by different nationalities.
Whirlpool, in order to meet the expectations of its target groups, creates products taking cultural differences into account. For example, when developing its operations in the Indian market, the company proposed a customized washing machine that can wash saris and other long materials without the risk of the fabric getting caught in the machine.
Glocalization – index:
What is glocalization?
Act globally, think locally
Examples of glocalization
Summary
What is glocalization?
To understand the nature of globalization, it is necessary to azerbaijan whatsapp number database between two types of markets: global and local. True to its name, global activity is based on freeing oneself from the limitations and ties to the immediate environment. However, according to the idea of glocalization, companies that expand their activities worldwide must pay even more attention to the local adaptation of the products offered.
The process of glocalization can be defined as the connection and mutual penetration of global and local markets. Brands are recognizable because the business operates in many different countries, but the key to true success for a company is understanding the differences between customer groups and using this knowledge to create an offering that matches local standards and traditions.
Thanks to globalization, the product that is used globally becomes even more unique for the specified target groups. Local adjustments do not change the essence of the product in question, but personalized promotion reflects consumer preferences even more.
Act globally, think locally
International expansion of brands allows them to reach a wide audience, which positively increases the results of the entire company. But following the unified image of the world leads to excessive homogenization of the economy, ignoring local customers.
Glocalization opens entrepreneurs’ eyes to the needs of specific groups while also highlighting the importance of society’s cultural references. As a result, this approach brings benefits to both the company and the buyers.
A thorough analysis of tradition and needs allows companies to produce near-ideal products that meet the individual requirements of the community in question. In addition, a well-thought-out marketing campaign that focuses on key needs touches the hearts of customers, convincing them to choose a particular brand. On the other hand, the buyer receives more personalized products that not only meet basic expectations, but also correspond to their culture and tradition.
Glocalization – global products versus local needs
Examples of glocalization
One of the most recognizable brands that follows the idea of glocalization is McDonald's. The fast food chain has been operating in the market for many years and opens new branches all over the world. Instead of offering a unified menu in each location, McDonald's decided to introduce diverse products that fit the culture of specific regions. A special menu that takes into account the culinary preferences of different countries, which is why McArabia Chicken is available in Arab countries, McLobster can be found in Canada, McItaly is in Italy, while McBeer can be purchased in Germany.
Similar strategies are used by well-known chains such as TacoBells or Starbucks, which stand out in the market by creating a menu tailored to local tastes and an interior design that corresponds to specific cultures.
An interesting example of the same rule is Coca-Cola, whose success is due to glocalization. The “Pearl of the Orient” commercial, aimed at residents of the Philippines, gained extraordinary popularity in 1955. The brand focused its efforts on Filipino culture and its uniqueness, which allowed the brand to win the appreciation of the local community and increase the demand for the drink.
There are examples of glocalization that are not limited to the food industry. An international retail chain, Walmart, focuses on providing customers with the best shopping experiences, taking into account cultural differences and the service styles preferred by different nationalities.
Whirlpool, in order to meet the expectations of its target groups, creates products taking cultural differences into account. For example, when developing its operations in the Indian market, the company proposed a customized washing machine that can wash saris and other long materials without the risk of the fabric getting caught in the machine.