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Home→The Westburn Dictionary of Marketing→G→glocalization

glocalization

Definition:
The pursuit of a strategy which requires one to 'think global bit act local' in recognition of the fact that while there are economies of scope and scale to be gained from global operations the differences between different national cultures often call for modification of the marketing strategy to meet local requirements.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.