Globalization and Localization: Concepts, Merits and Demerits

DISSERTATION
(Globalization and Localization)

ABSTRACT
The paper deals with concept of globalisation and localisation. It describes both these
terms as well as their merits and demerits. Present study takes support of inductive approach and
qualitative strategy. This helps in conducting entire dissertation in a systematic manner. It
discusses the importance of globalisation and localisation strategies for business and for societies
as well. Furthermore, factors that influence the adoption of globalisation and localisation are
involved in research paper. Thesis highlights impact of these strategies on operations and success
of other small enterprise. It is found that globalisation is a great strategy that can support in the
development of business and it is beneficial for improving social condition as well.

ACKNOWLEDGEMENT
I would like to thank my family members for their full support. This study would never
be completed without guidance of my professor so special thanks to Dr. S. John. I also want to
thank to my friends who were always with me and have developed my confidence.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of the study..............................................................................................................1
Aim and Objectives.....................................................................................................................2
Rationale......................................................................................................................................2
Significance.................................................................................................................................3
Research specification.................................................................................................................3
Dissertation structure...................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
Importance of globalization and localization strategies..............................................................5
Factors that influence the adoption of globalisation and localisation..........................................6
Real examples of companies that operates globally....................................................................8
Impact of globalization and localization strategies on operations and success of other small
enterprises....................................................................................................................................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................11
Introduction................................................................................................................................11
Research Philosophy..................................................................................................................11
Research Design........................................................................................................................12
Research Approach....................................................................................................................12
Research Strategy......................................................................................................................13
Data collection...........................................................................................................................13
Sampling....................................................................................................................................14
Data analysis..............................................................................................................................15
Ethical consideration.................................................................................................................16
Research Limitations.................................................................................................................16
CHAPTER 4: DATA ANALYSIS................................................................................................18
Introduction................................................................................................................................18
Data Analysis.............................................................................................................................18
Conclusion.................................................................................................................................33
CHAPTER 5: DISCUSSION........................................................................................................34
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS...................................................36
Conclusion.................................................................................................................................36
Recommendations......................................................................................................................37
Areas for future research...........................................................................................................37
REFERENCES..............................................................................................................................38
APPENDIX....................................................................................................................................41

CHAPTER 1: INTRODUCTION
Background of the study
Globalisation can be defined as interaction between different economies around the world.
Development of technologies has connected people globally. This is considered as an effective
way to resolve deep-seated problems such as unemployment, poverty, etc. But it is also a fact
that social injustice is the result of globalisation. There are many companies which are
concentrating of making localisation strategies. This helps these firms in minimizing cultural
issues and boosting brand value in the same location. Localisation supports entities in order to
communicate effectively in local markets and eliminating sensitivities (Lasserre, 2017).
Globalisation is the strategy that supports many poor countries and aids in improving
their per capita income. Though it is unable to reduce national sovereignty, it helps in creating
benefits for government so that authorities can prepare effective economic policies for the
development of regions. Localisation strategies are unable to provide better educational
opportunities to the population but increase in globalisation has helped local people to move
across the border in order to acquire better education (Crane and Matten, 2016). This has helped
in the integration of cultures and now, it has become easy for people to understand culture of one
country and get adjusted into it.
There are many companies which are spending such a high amount in order to localise
their marketing activities. Many people feel comfortable to buy products from such website
which is in their local language. These localisation strategies are helpful in understanding the
needs of consumers and providing them satisfactory goods to them. This enhances their loyalty
and satisfaction towards the brand (Tarofder, Azam and Jalal, 2017). Increasing free trade
opportunities, advanced technologies, better education and improved health facilities are the
advantages of globalisation. Though to some extent, it increases wealth inequalities but it is the
key element for reducing poverty.
Present study is based on the globalisation and localisation. It will discuss the importance
of these strategies for business and for societies as well. Furthermore, it will analyse factors that
influence the adoption of globalisation and localisation (Hirst, Thompson and Bromley, 2015).
Research paper will highlight the impact of these strategies on operations and success of other
small enterprise.
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Aim and Objectives
Aim
“To understand the concepts of Globalization and Localization of companies and analyse
benefits and disadvantages that come with adopting these strategies”
Objectives
 To outline the importance of these strategies and role plays by globalisation and
localisation for companies operating in different sectors or fields
 To analyse factors that influence the adoption of globalisation and localisation
 To discuss the real examples of companies that are already globalized and made use of
localization strategies
 To examine the impact of these strategies on operations and success of other small
enterprises To suggest the ways to improve productivity and profitability of business by
implementing Globalization and Localization strategies
Research Questions
 Why Globalization and Localization strategies are important and what role it plays for
companies operating in different sectors or fields?
 What are the main factors that influence adoption of globalisation and localisation?
 What are the real examples of companies that are already globalized and made use of
localization strategies?
 How has these strategies influenced operations and success of other small enterprises?
 What are the ways to improve productivity and profitability of business by implementing
globalization and localization strategies?
Rationale
One of the main reasons of conducting this research is that this researcher has a huge
interest in such type of topic. Globalization and Localization strategies are the unique concepts
that have increased interest of scholar to work on it (Jenson and de Sousa Santos, 2018).
Furthermore, this topic has been provided by university and thus, scholar has to carry out entire
investigation on this topic. It is a semi structured topic and thus, this would be easy to conduct
research on subject. There are many researchers who have prepared their studies on globalisation
and many companies are working across the world. Thus, there is huge secondary data available
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on this topic that can support the investigator in developing their understanding and identifying
impact of these strategies on business units and other sectors as well (Yen and Abosag, 2016).
Significance
Globalization and Localization strategies are most commonly used by many companies.
There are many big organizations which are operating their business across the world. This study
will help these firms in identifying advantages and disadvantages of these strategies for their
business. Furthermore, it will be beneficial for small enterprises in order to find out ways
through which they can apply these tactics effectively at the workplace. This will help these
small scale entities in entering into global market and gaining competitive advantages
(Williamson, 2015). Furthermore, research will help many other scholars in getting brief idea
about importance of globalization and localization for different sectors and thus, they will be
able to conduct their study on the same topic for different sectors in the near future. This will be
beneficial for start-up firms which are planning to enter in a market. This will help in finding
ways through which they can get established in the market.
Research specification
Research methodology is the systematic plan of conducting an investigation on particular
topic and finding results. In the present study, scholar will apply interpretivism philosophy.
Individuals will involve theories and models in order to identify the facts about Globalization
and Localization strategies. Furthermore, inductive approach will be used that will help in
involving the most relevant theories and finding real examples of companies that have
implemented these strategies (Venkataraman and Pinto, 2017). Researcher will use primary and
secondary; both data collection sources. In addition to this, random sampling process will be
applied for selecting right respondents for the research who can give accurate answers of
research questions. In addition, study will use thematic analysis method that will help in
presenting the themes in effective manner and finding accurate results. Investigator will take care
of ethical aspects and will follow ethical guidelines in order to avoid the consequences.
Individuals will start this research after getting ethical permission from concerned authorities
(Telò, 2016).
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Dissertation structure
Chapter 1 Introduction: This chapter will give brief overview of topic Globalization and
Localization. It will explain the rationale of selecting this subject and significance of this topic.
Furthermore, it will frame the aim and objectives of conducting this study. In addition, brief
description will be the structure of entire dissertation (Knoke, 2018).
Chapter 2 Literature review: This would be the next part of this research. In this, literature of
other authors will be included and these will be reviewed. This will help in developing the
understanding of researcher about Globalization and Localization strategies.
Chapter 3 Research methodology: In this section, tools and techniques of carrying out an
investigation will be explained. This part will give description of suitable research methods for
present study with justification in this chapter (Uluskan, Joines and Godfrey, 2016).
Chapter 4 Data Analysis: In this chapter, data will be evaluated and interpreted.
Chapter 5 Conclusion and recommendations: This would be the last section in which entire
study will be summarised and results will be concluded. Furthermore, necessary
recommendations will be given to improve the productivity and profitability of business by
implementing Globalization and Localization strategies.
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