Prof.Dr.Aung Tun Thet
GLOCALIZATIONProf.Dr.Aung Tun Thet
From Globalization to Glocalization
“Post-globalization” era “Glocal strategy" ‘Glocalization' of business activities
'Glocalization' Combination of "globalization" and "localization“ Product or service developed and distributed globally Accommodate user or consumer in local market Tailored to conform with local laws, customs or
consumer preferences Greater interest to end user
'Glocalization' Yahoo! Portal viewed worldwide Different versions of website (and related services)
for different users Content and language variations in some 25
countries including China, Russia and Canada Customizes content
'Glocalization'
Japanese word Dochakuka - global localization Adapting farming techniques to local conditions Marketing strategy bridge local-regional-national-
global issues Cube: micro-meso-macro scales
Glocalization
Combine globalization with local considerations Anything global has locality Local also global - local entrance to global
process
Glocalization Octopus Global - body “Touch down” on local surfaces by legs
Glocalization
Integration of local markets into the world “Internalized globalization”
Glocalization
Simultaneity Co-presence Universalizing and Particularizing
Glocalization
British sociologist Roland Robertson in 1990s People actively involved in local and wider-
ranging activities of friendship, kinship and commerce
Glocalization in Business
Globalization
Flow of innovation from multinational corporations
Modification of basic products through de-featuring and substitution
Desire “rich world quality in their own products"
Globalization
Top-down innovation Overlooks inventiveness and understanding of
local individuals Local grasp of market needs and consumer
attitudes excluded
Globalization
Initial surge in sales Locals lose interest due to poor adaptation Dissatisfaction with cheapened foreign sources
Glocalization Reverse innovation more beneficial Start at base Design for consumers with more specialized
understanding of surrounding conditions
McDonald
Entered Indian market in 1996 Now everywhere
McDonald Nothing special? Cow holy Expert in Beef Burgers Muslims don’t eat pork Do not provide beef and pork
McDonald
McAloo Tikki™(patty made out of potatoes, peas, and spices)
McVeggie™(peas, carrots, green beans, red bell pepper, potatoes, onions, rice, and seasoning)
Chicken Maharaja Mac™(grilled chicken patties topped with onions, tomatoes, cheese and mayonnaise)
Different burgers and rolls with chicken or vegetables
McDonald Listen more to local consumers Act on it Business model ‘Glocalisation’ Benefits of globalization and adapt to local
market tastes
“Glocal’ Strategy
Glocal Strategy Aspirations of global strategy approach Local adaptations and tailoring of business
activities Local, international, multinational and global
strategy approaches
Strategy Local: consider locally related issues in business
activities International: applicable beyond home market's
boundaries Multinational: wide selection of foreign markets
targeted
Global Strategy Standardization and homogenization of
business activities across existing markets all over the world
Managerial utopia
Glocal Strategy Balance and harmony between: Standardization versus Adaptation Homogenization versus Tailoring
McDonald One of the biggest fast food chains in the world Operating in 119 countries Adapt advertisements and menus according to
countries and cultures
McDonald In US advertisements target children: American
kids see more than 250 McDonald’s advertisements per year.
In Japan some advertisements target adults
McDonald
Engage different cultures Maintain strong brand Menus adjusted to appeal to every culture Drink sizes and burger sizes adjusted to suit
eating habits for each country In Japan serve EBI Filet-O Shrimp Burger - patty
of Panko-battered shrimp, topped with Ebi shrimp tempura sauce and lettuce
McDonald
To meet Middle Eastern local taste introduced McArabia - pita bread grilled chicken sandwich
Popular in Arab countries and Pakistan Same dish served in different countries with
different names McOriental in Spain, France and Holland,
McTurco in Turkey and Greek Mac in Greece and Cyprus
McDonald
In Brazil serve Ovmaltine McFlurry Ice cream blended with chocolate Ovomaltine
powder
McDonald New dishes added and deleted according to
popularity and consumer trends In Japan call ‘Makudonarudo’ more appropriate
and appealing sound in Japanese
McDonald Distinguish brand from products Brand linked to hamburgers Drop all meat products in some countries Sell products with international appeal - fries and
shakes
Glocalization in Education
Glocalization in Education
Response of education to rapidly evolving global environment
Incorporating glocal perspectives Academic leaders recognize and respond
Glocalization in Education
Meaningful integration of local and global forces Achievement of glocal literacy in nine domains
GLOCALIZATION IN EDUCATION
1. Political2. Economic3. Cultural4. Moral 5. Pedagogical
6. Information7. Organizational8. Spiritual and religious 9. Temporal
GLOCALIZATION IN EDUCATION
Domains dynamic and interconnected Influenced by educational leaders Globalization influence local practices
GLOCALIZATION IN EDUCATION
Intertwine worldwide discourses, processes and institutions affecting local educational practices and policies
Prepared to confront realities of performing duties within global society
GLOCALIZATION IN EDUCATION
Take advantage of global instructional resources Students entry into increasingly interconnected world
GLOCALIZATION IN MEDIA
Media Making connections on international scale Impact on local stage Encourage local social cohesion and community
engagement
Media Internet-based communication Encourage social interaction Collective communication
Media “The World is Flat” Internet encourages glocalization Websites in native languages
Think Global, Act Local
Four Ways Companies Socially Responsible And Prosperous
Entrepreneurs and Small Businesses
Lifeblood of today’s economy Power to make impact Nimble without red tape and bureaucracy
Forward Looking Companies
Creating innovative products Influencing society for the better Impacting in positive way Promote change Function in socially responsible way without
sacrificing revenue and innovation
Four Steps To Promote Social Change
1. Establish Social Mission More than balance sheet Truer compass Built into mission statement Not writing cheques
1. Establish Social Mission Social responsibility deeper “To create a more just and celebrated
multicultural world for our next generation.” Weave social responsibility throughout Not perfect Try our best Our product. Our people. Our Partnerships.
2. Keep Mission Aligned
Consider what you’re selling Is it good for the world? Is it ethical? Profit without turning back on mission Balancing books and mission greatest challenge
and greatest achievement
3. Build Community
Change not easy Cannot be done alone Partnerships achieve more
3. Build Community
Community – stakeholders, like-minded companies
Connect and support companies and organizations with similar values and ideals
Customers greatest evangelists Social media - voices heard
4. Don’t Forget Your Team Living breathing representation of company and
imission Choose wisely Company culture matters Strong commitment Foster mission
Remember
Great products or services Amazing community partners Incredible company culture and teamwork Stay true to mission More than profit to influence decisions
Thank You!
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