Imagine a world where a unified, homogenized global culture sweeps the earth, crushing many cultures large and small, in its path. Everyone eats the same food, wears the same shoes, reads the same book and watches the same movie. Moreover, everyone accepts the same values. While most agree that dangers of waking up to this reality is slim, the concept of globalization can be threatening. Major corporations and international organizations envision a world where all powers are wielded by them formally. The rapidly evolving international trade and travel in the most technologically connected world still makes it a smaller and a more accessible place. Continuous conflicts between cultures and clashes in value system has often led to chaos and conquests when two or more cultures coexist. The same applies to powerful global companies when they set footprints in new regions and the local markets reach out for available information, technology and other economic benefits – This is where glocalization enters the scene. Just as the word is a melding of ‘global’ and ‘local’; its goal is to ensure a globalized world that protects the cultural heritage of local market.
In this module, we will explore the business-world origins of glocalization and ways in which corporations globally localise their offering to suit the local market.