THE WHATIS.COM WORD-OF-THE-DAY   
May 29, 2002

glocalization 
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TODAY'S WORD: glocalization 

See our definition with hyperlinks at
http://searchebusiness.techtarget.com/sDefinition/0,,sid19_gci826478,00.html

Glocalization is a term that was invented in order to emphasize that
the globalization of a product is more likely to succeed when the
product or service is adapted specifically to each locality or
culture it is marketed in. The term combines the word globalization
with a near synonym, localization. (An earlier term for globalization
in terms of product preparedness for international marketing is
internationalization.) 

The term 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." 

The presence of McDonalds restaurants throughout the world is an
example of globalization, while the restaurant chain's changing menu
in an attempt appeal to local palates is an example of glocalization.
Perhaps even more illustrative of glocalization: For promotions in
France, the restaurant chain recently chose to replace its familiar
Ronald McDonald mascot with Asterix the Gaul, a popular French
cartoon character. 

RELATED TERMS:

localization 
http://whatis.techtarget.com/definition/0,,sid9_gci212496,00.html 

internationalization 
http://whatis.techtarget.com/definition/0,,sid9_gci212303,00.html 
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SELECTED LINKS:

The Standard examines the subject in an article, "Glocalization:
Easier Said Than Done." 
http://www.thestandard.com/article/0,1902,18890,00.html 

The First Glocalization Conference was held on May 11-13, 2002. 
http://www.developmentgateway.org/node/164128/ 
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