Definition

glocalization

Glocalization is the concept that in a global market, a product or service is more likely to succeed when it is customized for the locality or culture in which it is sold. 

The international fast food chain McDonalds illustrates the concept of glocalization by changing their menus to appeal to local palates and customs. For example, in India, a country in which the cow is sacred, the menu features McVeggies instead of hamburgers. In Singapore, customers can order a Chicken SingaPorridge; in Hong Kong, some Seaweed Shake Shake Fries. 

The term, which combines the words globalization and localization, first appeared in the late 1980s in articles by Japanese economists in the Harvard Business Review. According to the sociologist Roland Robertson, who is credited with popularizing the term, glocalization describes the tempering effects of local conditions on global pressures. At a 1997 conference on "Globalization and Indigenous Culture," Robertson said that glocalization "means the simultaneity --- the co-presence --- of both universalizing and particularizing tendencies." Internationalization, an earlier term for globalization, is still used in some industries when referring to preparing products for international marketing.

 

Contributor(s): Steven Raimi
This was last updated in May 2013
Posted by: Margaret Rouse

Email Alerts

Register now to receive SearchCIO.com-related news, tips and more, delivered to your inbox.
By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

More News and Tutorials

Do you have something to add to this definition? Let us know.

Send your comments to techterms@whatis.com

There are Comments. Add yours.

 
TIP: Want to include a code block in your comment? Use <pre> or <code> tags around the desired text. Ex: <code>insert code</code>

REGISTER or login:

Forgot Password?
By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy
Sort by: OldestNewest

Forgot Password?

No problem! Submit your e-mail address below. We'll send you an email containing your password.

Your password has been sent to: