Glocalizaton concept and its relation to standardization-adaptation debate in marketing literature review
What is glocalization Glocolization is a term that was introduced in early 90s by Robertson, it comes from combination of two words; globalization as well as localization. The globalization refers to the flexibility that is brought about by countries allowing the international forces to have impact on their local market environments, so as to attain some economic growth. Furthermore the term localization refers to the reiterating that is brought about by regions in order to maintain and protect some local culture and local conditions from them being carried away completely by the globalization forces. Therefore, glocalization attempts to balance ...