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

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Abstract

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.
Original languageEnglish
Title of host publicationHandbook on Cross-Cultural Marketing
EditorsGlen H. Brodowsky, Camille P. Schuster
Place of PublicationUK
PublisherEdward Elgar Publishing
Publication date15. Sep 2020
Edition1.
Pages20-36
Chapter3
ISBN (Print)9781788978538
ISBN (Electronic)9781788978545
DOIs
Publication statusPublished - 15. Sep 2020
SeriesResearch Handbooks in Business and Management Series

Keywords

  • Cross-Cultural Marketing
  • Glocalization

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