Nov 21, 2014
Written by: Jeff Beegle
(View Author Bio)
“Glocalization” joins globalization and localization together — and is quickly emerging as the new standard in global marketing. Learn how BI WORLDWIDE can help glocalize your global programs.
“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, 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.
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