What is glocalization?
Glocalization is a process that, as the name suggests, can be combined "globalization" and "localization". This process may potentially occur in the direction of local products, services or commodities receiving global attraction, which is difficult, but can be facilitated by information technology services (IT). More often, the global product is offered on the local market, often through rebranding or efforts to make the product more attractive. Glocalization of this second kind can be done in a number of different ways, including the location of brands and products or efforts in the local community.
The basic idea of glocalization is that two seemingly inconsistent concepts of localization and globalization can be connected in a productive way. Globalization usually applies to companies and services offered on a global scale, often available by multinational corporations. Localization on the other hand refers to products or services that are produced or offered with regard to the local market, oftenObserved in the idea of "mum and pop" shops or small local businesses. Some people consider the idea of globalization to be inherently dehumanizing or negative compared to localized markets or services, and therefore the gocalization can be used to reduce such perception.
One way to globalize is that the local service or commodity takes over a global scale. This is somewhat unusual because it requires a greater acceptance of something that starts on a small scale. Many businesses that start in local markets may not have resources or the ability to expand to globalized presence or compete with other multinational businesses. IT systems and internet make this type of glocalization, as a small company can reach a wider audience through various forms of online marketing and development.
, however, a more common form of glocalization is the one in which they have been attracted to the local marketsan eternal global product or service. For example, a website that is used for online transactions could offer visitors from different countries more versions of this website, making it easier to navigate and purchase with different languages and currency systems. This makes a large product or service that can be more accessible to many consumers. Rebranding can also be used in glocalization so that a single product or service seems to be more accessible to smaller markets, or people in a particular community feel as if the company has more strongly appreciated their business and recognizes the importance of their local ideals and needs.