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"Think Globally, Act Locally" urges people to consider the health of the entire planet and to take action in their own communities and cities. Long before federal and state agencies began enforcing environmental laws, individuals were coming together to protect habitats and the organisms that live within them. These efforts are referred to as grassroots efforts. They occur on a local level and are primarily run by volunteers and helpers.
Origin in Town Planning
The original phrase "Think Global, Act Local" has been attributed to Scots town planner and social activist Patrick Geddes. Although the exact phrase does not appear in Geddes' 1915 book "Cities in Evolution,"  the idea (as applied to city planning) is clearly evident: " 'Local character' is thus no mere accidental old-world quaintness, as its mimics think and say. It is attained only in course of adequate grasp and treatment of the whole environment, and in active sympathy with the essential and characteristic life of the place concerned." 
The first use of the phrase in an environmental context is disputed. Some say it was coined by David Brower, founder of Friends of the Earth, as a slogan for FOE when it was founded in 1969, although others attribute it to Rene Dubos who originated it as an advisor to the United Nations Conference on the Human Environment in 1972. Canadian "futurist" Frank Feather also chaired a conference called "Thinking Globally, Acting Locally" in 1979 and has claimed the paternity of the expression. Others suggested that this phrase is coined by French theologian Jacques Ellul. Other possible originators include Buckminster Fuller, Hazel Henderson, and American activist Saul Alinsky. Others suggested that this phrase is coined by American sociologist Eugen Rosenstock-Huessy, or by artist Yoko Ono. Ono did say the phrase in a 1981 interview but did not claim to have invented the phrase or the concept.
The term was increasingly applied to initiatives in international education and was advanced by Stuart Grauer in his 1989 University of San Diego publication, Think Globally, Act Locally: A Delphi Study of Educational Leadership Through the Development of International Resources in the Local Community. In this publication it was attribed to Harlan Cleveland.
The term is also used in business strategy, where multinational corporations are encouraged to build local roots. This is sometimes expressed by converging the words "global" and "local" into the single word "glocal," a term used by several companies (notably Sony Corporation and other
There it was on the slide as one of their 5 new frontiers for their marketing ± glocal. won¶t have strong copy. all while enforcing rules. or a group) can be inferred from the local structure. Ever hear of the term ³glocal?´ It is the combination of ³global´ and ³local. a manifold. I¶ll admit to being pretty interested in semantics. Mathematics The phrase is an in-joke among mathematicians. a Diophantine equation. I am officially declaring the term en vogue again ± this time in the context of your marketing strategy and your marketing platform. I would recommend two resources: first.major Japanese multinationals) in their advertising and branding strategies in the 1980s and 1990s. I¶ll admit that the first time I saw the word I figured it was a typo. stores. Unica¶s Distributed Marketing can enable local personnel to initiate and run their own campaigns. often include solutions specifically designed to extend the marketing capabilities at headquarters to local marketers. an excellent piece by Suresh Vittal at Forrester ³How Technology Supports . Recently. It all started back in April when I was preparing for a talk at the Forrester Marketing Forum. Unica¶s customer IHG was speaking about their use of Unica¶s marketing platform. branches. as it is often used in situations where the global structure of an object (e. opt-in their customers to corporate campaigns. like Unica. especially our marketing vocabulary. Once I realized it wasn¶t. and best practices as specified by headquarters. and business. Marketing platforms. This makes so much sense.g.´ Wikipedia tells me that it is ³a term used by several companies (notably Sony Corporation and other major Japanese multinationals) in their advertising and branding strategies in the 1980s and 1990s. approval processes. Act Locally´ has been used in many contexts ± town planning. might include margin-eroding coupons or promotions. Local teams²field marketers. and will ignore corporate contact fatigue rules. IHG is enabling franchisees to leverage corporate marketing in ways that are customized for their specific hotel and customer base. having worked at a text mining company. If you don¶t enable them they are going to create their own marketing collateral and campaigns without you.. For those of you interested in learning more about glocal marketing.´ Well if it was popular in the 80¶s and 90¶s. I¶ve heard from half a dozen other customers about their plans to glocalize their marketing strategies. or tweak campaigns to local conditions. and local agents² have valuable ³on-the-ground´ customer knowledge that can make local marketing efforts more customer-centric and effective. These campaigns are likely going to be off brand. The phrase ³Think Globally. the concept immediately resonated with me. How about using it to describe your marketing strategy? While by no means an English major. It is fascinating to see new words creep into our vocabulary. environment.
However. Culture is the glue that enables a population to view itself as a cohesive group with a common heritage and value set. Today globalization frequently applies to "modernization" by means of the introduction of new technology into an existing culture. which would be a bad thing. and fire regime (White. but acting locally? Are you going glocal? Or are there other new words creeping into your vocabulary to describe your marketing strategy? Effect Of Globalization On Local Cultures In one sense people think of globalization as something that will homogenize a local culture so much so that it is unrecognizable. In this scenario. Often this change brings about many more unforeseen and for the most part. In the same way that these invasions threaten biological diversity by causing population declines of native species and by altering key ecosystem processes Is this Essay helpful? Join OPPapers to read more and access more than 325. nitrogen fixation. Globalization (introduction of new technology) can act to undermine common bonds that tie a people together when there is not clear planning for the way to introduce the technology.Distributed Marketing Organizations´ (requires subscription). this population has existed with no outside contact for centuries and thusly has developed its own unique set of customs and traditions. 1997).000 just like it! get better grades like hydrology. instead relying on the recording to fulfill the responsibility previously designated to talented native musicians Globalization & Hr Executive Summary During the past decade. What about you? Is your company ready to start thinking globally. A perfect example of this is illustrated when a record player is inserted into the indigenous culture of a local south American culture. harmful changes inside the very fabric of the local culture. one of which is a very elaborate dance and song. "Think globally. record their most important song on a vinyl. Here we must be careful because what some might view as culture forms one of the pillars that becomes the basis for legitimacy in a society. causing not only unexpected and unintended side-effects causing many to cease competing . second. act locally. 1997). implementing this concept or vision has turned out to be a long and difficult process. for many firms. Invasive species and their spread has been called the "least reversible of all human impacts (White." has often been used to capture the concept of a progressive change in a global corporation that considers the whole world as its market but at the same time carefully evaluates and adapts to local priorities and requirements. Now new generations have no need to learn the song. a less vendor neutral view²more information about Unica¶s own ³Distributed Marketing´ solution. the insertion of technology on a people not culturally ready for it will force out the natural cultural timeline. a catchy paradigm or slogan. This all changes when explorers stumble upon this secluded society and in an attempt to save the culture s practices.
would be tough if not impossible. to manage such an organization with offices or departments spread throughout the globe. A truly global mind-set requires an. suppose a situation where an employee based from Bangalore is negotiating for an alteration in his compensation package due to change in rental prices in his locality from an HR head based from the organization s headquarters in Seattle. What drives this dichotomy is the misguided view of what does it mean to be global .000 just like it! get better grades difficult to implement when theoretically it s logic is so apparent? In a global firm that used this popular slogan on the first page of its annual report. . When operating under stress. one local HR manager commented on its application in practice: "Our firm is organized on a simple premise. which the subsidiaries are simply asked to implement within local constraints.. The challenges apart from the usual semantic one s. To take an example. they do the thinking. the global thinking and local acting became two separate roles.. The headquarters launches the global initiatives. In their passion to promote global mind-set. Why is this idea so Is this Essay helpful? Join OPPapers to read more and access more than 325. and we do the acting. calling for a "universal way that transcends the particulars of places.effectively. and that is most of the time." In other words." What is "local" is seen as parochial and narrow-minded. academics and others writing from a normative perspective sometimes tend to see global or cosmopolitan as superior to local.
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