A STUDY ON GLOBALIZATION AND LOCALIZATION STRATEGY (GLOCAL STRATEGY) BALANCING GLOBAL EXPANSION WITH LOCAL RELEVANCE
DOI:
https://doi.org/10.53555/eijbms.v11i1.225Keywords:
globalization, strategy, culturalAbstract
In an increasingly interconnected world, businesses face the dual challenge of expanding globally while remaining locally relevant—a dynamic known as the Glocal Strategy. This approach combines the broad reach of globalization with the customization of localization to deliver products and services that resonate across diverse markets. This paper explores how multinational corporations (MNCs) effectively integrate global efficiencies with local responsiveness by adapting marketing, operations, and organizational practices to specific cultural, economic, and regulatory environments. Through real-world case studies and strategic analysis, the study highlights key success factors such as cultural intelligence, decentralized decision-making, and agile supply chains. Ultimately, glocalization emerges as a critical strategy for achieving competitive advantage in today's complex global marketplace, enabling firms not only to scale but also to connect meaningfully with local consumers.
References
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ACADEMIC REFERENCES
Svensson, G. (2001). “Glocalization” of business activities: a “glocal strategy” approach.
→ Explores the conceptualization and practical implementation of glocal strategies in global business.
Robertson, R. (1995). Glocalization: Time-space and homogeneity-heterogeneity.
M., Lash, S., & Robertson, R. (Eds.), Global Modernities → The foundational source of the term “glocalization.”
Ramarapu, S., Timmerman, J. E., & Ramarapu, N. (1999). Choosing between globalization and localization as a strategic thrust for your international marketing effort. Journal of Marketing Theory and Practice, 7(2), 97–105.
→ Discusses factors for choosing between global and local marketing strategies.
Singh, N. (2012). Localization Strategies for Global E-Business. → Covers digital localization strategies for online business platforms.
Bhatia, T. K., & Bhargava, M. (2008) Reaching the unreachable: Resolving globalization vs. localization paradox.
→ Explores branding and advertising strategies in glocal marketing.
Vrontis, D., Thrassou, A., & Lamprianou, I. (2009). International marketing adaptation versus standardisation of multinational companies.→ An empirical study examining the tension between standardization and adaptation
