glocalization
gloh-kul-ih-ZAY-shun
/ˌɡloʊkələˈzeɪʃən/
The practice of conducting business according to both local and global considerations.
It is the strategy of 'thinking global, acting local.' It's a deliberate blend.
The story behind the word. A portmanteau of 'globalization' and 'localization'. It was modeled on the Japanese word 'dochakuka', which originally referred to adapting farming techniques to local soil. In the 1980s, Japanese businessmen used it for global marketing.
Word relationships
- adaptation: A broader term for changing something to fit a new environment.
- localization: Focuses only on the 'local' part, whereas glocalization keeps the 'global' brand identity.
- standardization: The practice of keeping a product exactly the same everywhere in the world.
Commonly confused with
- hybridization: Hybridization is a natural cultural process; glocalization is a strategic business process.
Word family
- glocal (adjective): Reflecting or characterized by both local and global considerations.
Collocations
- strategy of glocalization
- successful glocalization
- glocalization of brands
Example sentences
- "Glocalization is the reason you can buy a Teriyaki burger at a McDonald's in Tokyo but not in New York." A marketing expert explains why a fast-food chain sells spicy food in India.
- "The success of the app was due to effective glocalization, including local language support and payment methods." Discussing the adaptation of global software for local markets.
Memory hook
'G' for Global + 'Local' = Glocal. Global brands going local. Think global, act local.
When not to use
Don't use for accidental cultural blending; this is usually a conscious business or design strategy.
Fun facts
- The term was popularized in the English-speaking world by the British sociologist Roland Robertson in the 1990s.
Related words
Explore more words
globalization, syncretism, cosmopolitan, inclusive, bilingual, network
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