Global + Local = Glocalisation
Introduction You might be familiar with the concept of Globalization as there has been much buzz around it. While it has brought home many enormous benefits, the other side says something else. Globalization generally does not put much emphasis on the needs of the local population. To solve this problem, we have got a new concept which serves the global as well as local needs with the help of Glocalisation. Read this article to know about the concept of Glocalisation. What does it mean? Glocalisation is the process by which international goods or services are tailored to a local market's customs, regulations, or tastes. Globalisation and localisation are merged in this word. The term was first used in 1980 by Roland Robertson in the Harvard Business Review, who defined it as "the simultaneity—the co-presence—of both universalising and particularising tendencies." Brands who did it best Many businesses utilise glocalisation when they enter new markets, while others constan...