Glocalization: companies search for the right balance between globalization and localization

Publikation: Kapitel i bog/rapport/konference-proceedingKapitel i bogForskningpeer review

Abstrakt

The research has grown out of the standardization/adaptation debate. The outcome of the two company cases (Henkel / Persil and Electrolux) underlines the necessity for other companies to consider the glocal marketing strategy as an alternative to either a global or local marketing strategy.
OriginalsprogEngelsk
TitelHandbook on Cross-Cultural Marketing
RedaktørerGlen H. Brodowsky, Camille P. Schuster
UdgivelsesstedUK
ForlagEdward Elgar Publishing
Publikationsdato15. sep. 2020
Udgave1.
Sider20-36
Kapitel3
ISBN (Trykt)9781788978538
ISBN (Elektronisk)9781788978545
DOI
StatusUdgivet - 15. sep. 2020
NavnResearch Handbooks in Business and Management Series

Fingeraftryk Dyk ned i forskningsemnerne om 'Glocalization: companies search for the right balance between globalization and localization'. Sammen danner de et unikt fingeraftryk.

Citationsformater