Glocalization: an analysis into it’s conceptual and strategic underpinnings

Abstract

Glocalization is a “simultaneity—the co-presence—of both universalizing and particularizing tendencies” emphasizing the need for tempering the effects of local conditions on global pressures. While the increasing presence of best-known fast food chain restaurants worldwide such as McDonald’s and KFC is a manifestation of globalization, the shrewd and strategic adaptations of their menu to satiate the local palates and tastes by these “Glocal Enterprises” is illustrative of glocalization. Conversely, the chief point of glocalization perspective is: “even the most local ways of carrying out business operations are more and more co-constituted by economic and social trends that are most global.” Language has a huge role to play in addressing the cultural and linguistic barriers and designing a successful global talent management and language learning solution that is complemented by local support. When used as an extension of the “Think Global, Act Local” grassroots movement, glocalization also refers to market advantage of local businesses versus global companies. In the face of globalization, both the little guys and would-be entrepreneurs can emerge triumphant by tapping into their hometown markets and then scaling up. However, it is imperative that MNCs restructure the national economies to become and remain more resilient, sustainable, and inclusive in their globalization to glocalization migration odyssey. An attempt would be made in this conceptual Paper to address this issue—a challenge and an opportunity—for the key players by enumerating the stories of successful transition into glocalization by several popular Multi National Corporations in the Indian context.