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International Marketing: Glocalization and its Impact on Communications and Marketing

   

Added on  2023-05-30

8 Pages378 Words80 Views
INTERNATIONAL
MARKETING
International Marketing: Glocalization and its Impact on Communications and Marketing_1
GLOBALIZATION
• Liberalisation and free trade,
leading to free movement of
goods, services labour and
capital between countries.
• Increased Collaborations
• Economic Reforms
• Global Brands.
• Driven by technological
innovations.
• Social media communications.
• Diverse consumers.
• Reformed business
relationships.
International Marketing: Glocalization and its Impact on Communications and Marketing_2
GLOCALIZATION
• Combination of two words
"globalization" and
"localization.”
• The term was coined in the
Harvard Business Review, in
1980, by sociologist Roland
Robertson.
• Products and services are
developed and distributed
globally, but the same are
adjusted to accommodate the
needs of the local consumers.
• Allows greater access to larger
and culturally varied target
market.
International Marketing: Glocalization and its Impact on Communications and Marketing_3

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