Glocalization: What it means

and
how companies glocalize?
Denkova Iryna 1-7a
 What is glocalization?

Glocalization is when global products or services are adapted to fit the customs,
laws or preferences of a local market. The word combines the concepts of
“globalization” and “localization.”

In short: glocalization is providing a “personal

touch” from your brand in each region.
Successful examples of glocalization
McDonald’s glocalizes its products around the world
 Mars takes on two names

Mars has given two different names to the same

brand of chocolate. In the US, the chocolate is
called “Dove” while in the UK, it’s called
“Galaxy”. The US name was chosen to help
align the chocolate to the concept of “female
indulgence” that Mars wanted to convey in the
market.
Whirlpool fashions products for foreign markets

The manufacturing giant also glocalized its products for the

Asian market. They discovered that many Asian consumers
put their refrigerator in their living room as a sign of status.
To make their refrigerators appropriate for living room decor,
they offered them in bright colors such as red and blue.
 To conclude, if business is selling products or services in
foreign markets, glocalization should be high on the list of
priorities.

It’s possible that consumers in other countries don’t

understand its products. So, the company will need to
perform market research and adapt products to the local
audience’s preferences