Nov 20, 2014
“Glocalization” joins globalization and localization together — and is quickly emerging as the new standard in global marketing.
Found in written translations, local communications, graphic treatments or consumer buying trends, it’s a process in which:
• Local factors are integrated into an overall marketing strategy, built from the ground up
• Cultural, linguistic and ethnic factors are simultaneously merged into a unified marketing solution
• All intended markets receive a stake in the overall process.
Glocalization especially rings true with multinational corporations (MNCs) interested in developing a global strategy for employee engagement. These companies must consider local attributes like market conditions, product availability, language, buying trends and wages in their global strategy.
At BI WORLDWIDE (BIW), we call our version of glocalization “Core + Delta.” “Core” represents the universal components in a global strategy that can be communicated consistently across all markets. “Core” elements can include branding, signage and, in some cases, foundational values. “Delta” then localizes the global strategy — making relevant local adaptations to ensure that the product or service is on target, appealing and always meaningful.
BIWORLDWIDE’s G5 system is the most advanced global social recognition system ever. It allows for consistency and control because corporate branding, promotions, budgets and communications can all be managed centrally for the entire enterprise. Plus, G5’s audience-smart technology offers:
• Local offices the freedom to run promotions and circulate communications specific to their own needs and unique market environments
• A point parity tool that uniformly converts local differences in point values, allowing participants to easily redeem from awards catalogs specific to their own location.
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