When most people think about globalization, the first thing that comes to mind is the international reach of products and services. However, what about when you want to target a specific local market? This is where glocalization comes into play. Glocalization is the combination of global and local marketing strategies to create a unique product or service that meets the needs of a specific region or market. This blog post will discuss the differences between globalization and glocalization.
What is Globalization?
Globalization is the “degree of globalism, which refers to any description and explanation of a world characterized by networks of connections that span multi-continental distances” [Source]. It points to all activities connected globally or those products going global.
What is Glocalization?
Glocalization is a “combination of’ globalization’ and ‘localization'”. It refers to a “product or service developed and distributed globally but adjusted to accommodate the user or consumer in a local market” [Source]. In simple terms, it is how local people customize foreign or international products to create a product they can relate to and which contains features from their local landscape.
Differences between Globalization and Glocalization
The difference between globalization and Glocalization is that globalization refers to products that are going global or which are on a global scale. Glocalization entails products that went global but were adopted into localities where they were adjusted to fit in. Under globalization, products remain on the global scale, but Glocalization changes products into local entities. With globalization, products tend to reach all parts of the world, especially in developed countries, and glocalized products can be found in areas that glocalized them, but some might reach the global scale. Globalization does not change the form of products but protects the form given to a product by the source.
Glocalization makes significant changes to a product to the extent of adopting it, so it becomes different from the one which was released by the source. Through globalization, people have been connected in the world whilst Glocalization tends to be conservative [Source]. Globalization opens one’s eyes to diversity across the globe, while Glocalization teaches one about the local aspects.
Similarities between Globalization and Glocalization
Similarities between globalization and Glocalization are that both these terms point to products that would have made it on the global scale after being marketed by the producers. Also, products on both the global and glocal scale can become a global entity, as seen with distinct products from countries. Globalization and Glocalization creates a link between countries and can lead to the networking of companies. Relations and communication can be established through both globalization and Glocalization. These two terms influence each as a globalized thing can become glocalized, and vice versa is also true.
What are some examples of Glocalization?
Glocalization is the local adoption of global entities by people who make certain adjustments to bring a local favourite to the global product. Examples of Glocalization include how hip hop music influenced African and Asian hip hop. Other notable examples are:
- The rampant spread of fast foods such as McDonald’s and KFC [Source].
- Creating music channels such as MTV and Channel O.
- Branding of national dances and national anthems.
What are examples of Globalization?
Globalization refers to products that have reached all ends of the earth. Examples of globalization are religions such as Christianity and Islam, sports such as soccer and cricket, music genres which include rap music and pop, make-up, urban fashion clothing and haircut styles [Source]. All these products are found on the global platform and exported to many countries.
Why is Glocalization important?
Glocalization is important in that it enables multinational expansion of many corporates and companies to lessen the pressure on their country of origin [Source]. This means that it allows expanding into other areas of the world rather than being concentrated on a single locality.
Through Glocalization, international products are adopted, and they can generate more profits in many countries as customers increase [Source]. The adoption of global entities means that companies can acquire foreign currency from many countries while decongesting their original source by establishing branches in foreign states. Glocalization is how local people venture into business by adjusting to international products and starting their own business of local products. To keep items, you must combine local and worldwide elements.
What is Globalization in the contemporary world?
Globalization in the contemporary world entails “increasing connectedness and interdependence of world cultures and economies” [Source]. The world is moving towards universal standards and trying to squash inequality between developed and undeveloped nations while advocating for equality and equity. Some analysts note that the world has become a global village, so globalization has united the contemporary world through products and values on the global scale exported to all states.
What is the importance of Glocalization?
The importance of Glocalization is that it promotes the reception of international products into many localities, enabling wide usage of these products. Also, it allows people to enjoy international things while in their locality rather than travelling abroad. Glocalization is vital in connecting locals and the global village. This helps undeveloped nations catch up with developed countries. “Glocalization is a big investment, but it will pay great dividends. It gives local businesses wider access to a bigger target market in different cultures. The process enables different countries to compete more effectively globally” [Source].
Is Glocalization good or bad?
In answering this question, it is noted that “Glocalization is a risky and resource-intensive strategy – but the rewards of successful global expansion are significant. Glocalization has the potential to fail if due diligence on cultural and social impediments to success are not identified and managed accordingly” [Source].
The shared view is that Glocalization is actually good because it enhances people’s lives while propelling communication and cooperation between world countries.
