The term glocality is a business term created in the 1980's it is used to describe the adaptation of a product or service that is avaliable all over the world to make it suitable for the locals needs. The term merges global and local together, glocalizing something means to take the global side of something and altering them so they suit the needs of the locals surrounding the product or service.
For example in many counties there are McDonalds restaurants, it was created in America where its standard menu consists of Cheeseburgers, Hamburgers and fries but in Asian countries such as Bali they serve rice as a side dish not fries… I found this so strange to see rice on a McDonalds menu but that’s what they decided would make them the most money when deciding upon side dishes for these countries. Can you imagine if you saw rice on the McDonalds menu in Australia, it makes me laugh just thinking about it. Most people think that salad shouldn’t be on the menu let alone rice.
I believe where we grow up influences our social and cultural identity immensely. We are taught different ways to speak, behave, dress and judge compared to other places around the world. Yes, there may be similarities but no two places can be the exact same just as no two people can be the same. Therefore it’s essential that businesses find new ways to interest different groups of people in the same product by modifying them slightly or in some cases greatly. ”…we view them from the perspective of elsewhere, we think about how or what we do with comparison to the way people behave in other places.” (Meyrowitz 2010)
Think global, act local! Thats the saying isn’t it ?Culture comes into this concept a lot as we all belong and believe in different cultures, therefore to successfully sell a global product it is clear that tailoring the product or service to particular locals is necessary in order to keep all customers happy.
The only caution about glocalizing a product is that if there isn't enough research collected about a local group the company may only end up offending the group and potentially losing business because of it. Here is a few examples:
The rise of glocality: New senses of place and identity in the global village. In K. Nyiri (Ed.), A sense of place: The global and the local in mobile communication. Vienna: Passagen Verlag, pp. 21–30.
Interview with Joshua Meyrowitz — http://vimeo.com/11736109
Glocal Scene — Documentary about the global/local music scenes — https://www.youtube.com/watch?v=JqpWX2yVA9M
Spotted by Locals,. ‘Glocalization — Global Brands Going Local’. N.p., 2015. Retrieved August 6 2015,<http://www.spottedbylocals.com/blog/glocalization-global-brands-going-local/>