DEFINITION: Glocalization is a term that was invented in order to emphasize that the globalization of a product is more likely to succeed when the product or service is adapted specifically to each locality or culture it is marketed in. The term combines the word globalization with localization.
… Definition continues below.
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GLOBALIZATION DEFINITION (continued): … (An earlier term for globalization in terms of product preparedness for international marketing is internationalization.)
The term first appeared in the late 1980s in articles by Japanese economists in the Harvard Business Review. According to the sociologist Roland Robertson, who is credited with popularizing the term, glocalization describes the tempering effects of local conditions on global pressures. At a 1997 conference on "Globalization and Indigenous Culture," Robertson … Globalization definition sponsored by SearchCIO.com, powered by WhatIs.com an online computer dictionary
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