The creation of products or services intended for the global market, but customized to suit the local culture.
Example Citation:
The term 'glocalization', which first started appearing among academic circles during the late 1980s, combines the words 'globalization' and 'localization'.
The idea is to overcome the current ideological gridlock facing advocates and critics of globalization by having local officials mitigate the effects of global pressures on local conditions.
Advocates of glocalization also want to promote an alternative way of dealing with international aid and peace negotiations.
— "glocalization: a new route to world peace?," Deutsche Presse-Agentur, May 19, 2003
Earliest Citation:
AA: What do you think of the trend toward "global marketing"?
Paul Walsh: We've witnessed what you might have heard called "glocalization": making a global product fit the local market. To do that effectively, you've got to have individuals who understand what makes that particular market tick. Someone sitting in Minneapolis and exporting product to France isn't necessarily going to have that level of expertise. The local knowledge component is essential.
— "Walsh puts his mark on Pillsbury," Advertising Age, January 8, 1990
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  • glocalization — glo‧cal‧i‧za‧tion [ˌgləʊkəlaɪˈzeɪʆn ǁ ˌgloʊkələ ] also glocalisation noun [uncountable] JOURNALISM MARKETING the idea that companies should think globally, but use methods in each particular place that are suited to it: • Mitsubishi Bank… …   Financial and business terms

  • glocalization — UK [ˌɡləʊkəlaɪˈzeɪʃ(ə)n] US [ˌɡloʊkəlaɪˈzeɪʃ(ə)n] noun [uncountable] business the process of changing products or services that are sold all over the world to suit people in different local markets Thesaurus: to do business and relating to doing… …   Useful english dictionary

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  • Glocalisation — (or glocalization) is a portmanteau word of globalization and localization. By definition, the term “glocal” refers to the individual, group, division, unit, organisation, and community which is willing and able to “think globally and act locally …   Wikipedia

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