Is “glocalization” still the golden way for Electrolux? Is there more to be done?

Svend Hollensen*, Erik Møller

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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Electrolux is the company in the worldwide household appliances industry with the widest geographic reach. But Electrolux manages to cope with regionalization in a clear and effective way, based on its dedication to deep local consumer insight. Electrolux is balancing between globalization and localization in the different key functions, searching to take the best from the two. We conclude that Electrolux has chosen a true glocalization strategy. But there still remain some tough future challenges for Electrolux in terms of coping with slow and blurred internal reporting lines.

Original languageEnglish
JournalThunderbird International Business Review
Issue number4
Pages (from-to)463-476
Publication statusPublished - 2018


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