This post refers to my previous post on International and Global strategies. The idea to talk about Glocalization struck me when I had posted that previous note and thought it would be of high relevance to bring up this topic.
The term Glocal comes from the Japanese word “DOCHAKUKA” which means global localization. Dochakuka evolved into a marketing strategy when the Japanese businessmen adopted it during the 1980’s. By definition, the term ‘glocal’ refers to any individual, group, unit, division or organisation which is ‘able to think globally & act locally’.
In today’s market scenario, enterprises are forced to rethink on their decision of aiming at just globalization and ignoring localization or vice versa. It is of prime importance for marketers and other key decision-makers to develop a two-pronged go-to-market – a global marketing and product strategy combined with dedicated localization plans. An integration of the two is a must for enterprises aiming to foster a global footprint for its products or company.
Glocalization has also been much spoken about (and written) topic by the academia. Renowned authors have published white papers, books and other journal entries debating about the intricacies about this; below are a chosen few.
According to Doole and Lowe (2001), ‘think global, act local’ or in other words ‘glocalisation’ encloses the true nature of globalization. Hollensen (2004) says that in order to have a successful glocal strategy, it is necessary for it to reflect the aspirations of a global integrated strategy along with recognising the importance of local adaptations/market responsiveness. Keeping this thought in mind, major international organizations, over the last decade have adopted long-term strategies to establish a worldwide presence. Terpstra (1990) is a votary to this outlook. According to him, convergence does not mean standardization or uniformity, even though it is true that the technology, economies of scale and
internationalization are leading to a greater convergence of both products and marketing methods.
Hollensen (2004) has explained this ‘glocalisation’ or ‘glocal strategy’ through the ‘global integration/market responsiveness grid’ (below):
Making inference from the above, its apt to state that to increase the sales and venture into new markets the global products need to adapt to the local needs. Likewise, in order to increase the sales of the local products in the global market, enterprises need to adapt to the global needs of the customers.
To further aid understanding on this topic, below are some examples from the Indian marketplace. While I have tried level best to make references to commonly known brands in India, there will always be more examples which many of you might note in everyday life – please leave a comment and share some of these with me, always works well to exchange thoughts and knowledge!
NOKIA – While their products solve the same purpose all across the globe, Nokia does well to customize the marketing messages to cater to local needs and add higher relevance to their campaigns. Taking Nokia E72 as an example, while this gadget does the same job for professionals (and other users) across the Asia Pacific region (and World-wide), the company uses local languages (Chinese, Hindi, etc) to effectively communicate with the respective set of audience.
MC DONALDS – This is yet another suitable example of a glocalized strategy. Despite being a global brand, McDonalds customizes its menu to cater to domestic eating habits and also respect local traditions (if any). The “Maharaja Mac” and no beef/pork products in the company’s menu in India validate the above argument.
AYURVEDA in Western Countries – This example suits the reverse trend of globalizing strategies that have only done well in a specific (read localized) environment. While Ayurveda is a very popular line of medication in India but comparatively is still a new concept in the western countries. So for the likes of Dabur looking to launch their products in countries like UK and US, there is a critical need for marketers to identufy the unique set of challenges (including differences in purchase behaviour) they are likely to face in the world market and accordingly address them through the product and marketing strategies.
While there’s a lot more that can be discussed about this topic, it’s important for me to limit my post to ensure it does not put you to sleep! To aptly summarize the topic, glocalization means the capacity of being rooted in the local market and also to face the global challenges. It is a change in the strategy or development of a new strategy and if managed well can lead to the growth both for the local and the global markets.
The article was first published on ancitasatija.blogspot.com
Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.
Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.
Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.
Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.
PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.
Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player
Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.
A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.
Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.
Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!
Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!
Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.
Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.
Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.
SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.
I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.
SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!
Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.
I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.