GLOCALIZATION LINKS MARKETS THAT ARE GEORGRAPHICALLY DISPERSED AND CULTURALLY DISTINCT

Carmen Ramona Rusu ()
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Carmen Ramona Rusu: Babes- Bolyai University of Cluj- Napoca

Description: Managerial Challenges of the Contemporary Society from Faculty of Economics and Business Administration, Babes-Bolyai University

Abstract: In the context of the present world, characterized by georgraphic deterritorialization and cultural creolization, organizations and their respective products and services travel from place to place and from person to person. International organizations become agents of the blurring boundaries, building a network between markets that are geographically dispersed and culturally distinct. The homogenizing tendency of the economic globalization meets the cultural idiosyncrasises of specific markets and consequently the force of internationalization is reduced by the intensity of local cultural elements. The term “glocalization” expresses the idea that the same international product or service is tailored to meet the needs and serve the interests of different local publics, and that distinct cultures become aware of their specific preferences and necessities when interacting with the international product or service. Glocalization is a concept that was designed in order to emphasize that the globalization of a product or service is more likely to succeed when the product or service is adapted specifically to the culture it is marketed in. International organizations have to take into consideration the question of national identity when entering the global world, as the economic and reputational success of international organizations depend on the degree of “national responsiveness” of their respective products and services.

Pages: 6 pages
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