The term ‘Glocalization’ was coined by sociologist Roland Robertson, who used it to mean ‘simultaneity’, the ‘co-presence’ of ‘universalizing and particularizing tendencies’.
Glocalization combines the terms ‘globalization’ and ‘localization’. It describes products and services that are marketed globally but are simultaneously adapted to the needs and taste of local consumers to whom they are sold.
Glocalization campaigns also adapt their media and ads to be acceptable and appealing to local audiences. Glocalized products are meant to elicit more interest in the local users, thereby expanding its consumer base.
Glocalization is a favored strategy for businesses that have a presence in different national jurisdictions and cultural settings as it is profitable in the long run.
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