'Glocalisation': The Mantra for Today's Global Marketing Strategies

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    Resumé

    The purpose of the article is to analyse the forces for driving the company towards 'Globalisation', respectively 'Localisation'. The cases in the article show that 'Glocalisation' (combination of 'globalisation' and 'localisation') can be often a good alternative for most companies going abroad.
    OriginalsprogEngelsk
    TidsskriftGlobal CMO - The Magazine
    Vol/bind1
    Udgave nummer6
    Sider (fra-til)30-39
    Antal sider10
    StatusUdgivet - 5. aug. 2013

    Fingeraftryk

    Marketing strategy
    Localization
    Globalization
    Glocalization
    Global marketing

    Citer dette

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    abstract = "The purpose of the article is to analyse the forces for driving the company towards 'Globalisation', respectively 'Localisation'. The cases in the article show that 'Glocalisation' (combination of 'globalisation' and 'localisation') can be often a good alternative for most companies going abroad.",
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    author = "Svend Hollensen",
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    'Glocalisation' : The Mantra for Today's Global Marketing Strategies. / Hollensen, Svend.

    I: Global CMO - The Magazine, Bind 1, Nr. 6, 05.08.2013, s. 30-39.

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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