Relationship between globalisation glocalisation and localisation

Localisation, New Localism, Regionalism, Globalization and the theoretical globalism rhetoric within UK regionalism in relation to the regional response. they are local in each of their points (Latour, ): Glocalisation expresses the way globalisation dynamics are always reinterpreted locally, leading to an. evolution and transformation highlight the tangled relationship between the. discipline globalisation and glocalisation in conceptual and operational terms. Conceptual . experts, meant that products of Japanese origin should be localised.

The world and our view of it have changed radically over the past few decades. Wherever we are, the internet gives us up-to-the-minute information on the latest events around the world, and allows us to choose from an extensive range of products in the globalised market. Including products from other parts of the world in our day-to-day diet is now a matter of course.

But that does not stop us from being passionate supporters of our local sports club or buying bread from the baker around the corner. Glocalisation is a portmanteau word combining the concepts of globalisation and localisation. These concepts are not opposed to one another, they are in perfect equilibrium. Globalisation reflects the international character of many parts of our daily life, while localisation is all about adapting to local circumstances.

Glocalisation is important in both a cultural and political sense: What are the benefits of glocalisation?


Companies make use of glocalisation to achieve targeted marketing. We live in a world that is shaped by diversity. Successful companies are those that tailor their ranges to particular countries and customise them to the greatest possible extent, instead of simply selling undifferentiated mass products.

An example of a company succeeding in creating new products for their emerging market is McDonald's new rice meals in India and China [20] This shows that McDonald's has done research on and understands their new market's requirements for a successful takeaway food. This however can be very costly and time-consuming.

Globalisation + localisation = glocalisation - RADIO MAX - Retail Experience

Starbuck's attempt to localize into the culture of China by accommodating their menu to local elements such as serving " green tea frappuccino s" and enlarging their stores was prevalent in most areas of China, but when Starbucks spread to the Forbidden City, a problem surrounding cultural identity arose.

Factors surrounding "western influences" related to Starbucks were seen as a threat by a web-based campaign who was successful in initiating the closing of the Starbucks in the Forbidden City. The leader of this web-based campaign, whose name is Rui, in his words had stated "All I want is that Starbucks move out of the Forbidden City peacefully and quietly, and we'll continue enjoying Starbucks coffee elsewhere in the city.

Society also benefits when globalisation occurs as an increase in market competition generally pushes the price of products down which means the consumers benefit by gaining a lower price point.

Glocalisation: globalisation plus localisation – Swaminomics

Although globalisation has benefits to the consumer it does not always benefit the producer with newer and smaller companies struggling to keep up with the low production costs of the multi-national competitors. This results in either a higher price and loss of consumers or a lower profit margin which in turn results in less competition within the market. For example, in information, it involves advancing computer and media understanding to allow students and educators to look beyond their local context.

Television Besides the usage of Internettelevision and commercials have become useful strategies that global companies have used to help localize their products.