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gLOBAL iNTERACTIONS AT THE LOCAL LEVEL
Why is Glocalisation Important?
Most multi-nationals today have to take glocalisation into account when considering expanding beyond the domestic market. They have to translate advertisements or instruction manuals into different languages, have to be aware of the impact of colours or images in their adverts and on their packaging and need to take local laws and regulations into account. One way in which companies must find a way to adapt is with their online presence, meaning that companies now run websites designed for different areas or nations. This affords them the chance to introduce themselves to their markets and gives the customers the feeling that the products or services are really meant for them.
The term ‘glocalisation’ has been applied to a variety of
• The process of linking local, regional and global scales
• Using ICT to provide local services on a global or
transregional basis. Although the Internet has been a
key element in the process of globalisation, its role as
a localising agent cannot be ignored. More and more
web applications have been glocalising their approach
to meet consumer demand. Many minority languages
have developed their own websites as an important
part of maintaining and extending such languages in
their home regions. Websites can play an important
role in maintaining other aspects of culture as well.
• Individuals, households and organisations maintaining
interpersonal social networks combining local and
global interactions. With the considerable expansion of
global migration over the last 30 years, diasporas have
become signifi cant in many countries.
• Transnational corporations establishing local
organisation structures to work more effectively with
local cultures. TNCs have come to recognise that a
‘one size fi ts all’ approach has limited appeal in many
markets around the world.
• The customisation of global products and services to
suit local laws or culture. This can have a major impact
on sales due to the importance of ‘product acceptability’
in local communities.
• The declaration of a city or other locality as world
territory with responsibilities and rights on a global scale.
More and more people at a local level now recognise
that their actions can have a global impact (Figure 4).
Examples of Glocalisation
Create a list of ways various firms have attempted to 'Glocalise' their product
KFC Is Counting On These New Menu Items To Save Business In China
Article and menu about China