The combination of globalization and localization gives rise to the new term known as glocalization. The term refers to the product or service which is distributed at the global level is adjusted to be useful for the local users or consumers. Adopting glocalization can bring several advantages in expanding business. Some of the examples in various fields are listed below:
IN ORGANIZATIONS: There are plenty of benefits to glocalization. A lot of research tells the importance of incorporating the local tastes, preferences, cultural differences in terms of dealing with external consumers and addressing the competition. In the working environment, people have to adapt to the norms and practices of the organization. This leads to much more employment opportunities. Also, it arouses a sense of respect in other cultures as global companies try to learn about our ethnic cultures. Glocalization leads to decentralization of powers in Multinational companies as a major power is transferred to the business heads in the target market country while introducing a glocal product as an indigenous team is required to understand the market aspects of the place and work accordingly. This would reduce the migration of talented people to other countries in search of better appraisal. Hence glocalization is a welcome change for creating a unified world.
IN MUSIC: Music taste varies from each country. We take their form of music and convert it according to our feasibility and we enjoy it. We also practice the art of mashups by blending two or more pre-recorded songs and new compositions from the existing ones. This makes the song more popular as it had been made into our kind of music taste. There is also a lot of scope in doing mashups.
IN DRESSING STYLES: Our culture defines and frames our dressing style. But as time goes on our lifestyle changes and we started to adapt according to our comfortability and feasibility. We started to adapt their sense of style by making some modifications according to our convenience which is becoming more popular than our form of dresses.
IN communication: Across the globe, domestic and international communication has expanded, and that’s the reason why there is a need for a global language English which has become the lingua franca in major parts of the world. In every field of work, English has become a dominating language. Glocalization would mean giving more importance to global languages like English.
IN MANUFACTURING INDUSTRIES: In manufacturing industries, glocalization boosts productivity and sales. A common example would be cars. If an American car company wants to sell their cars in India, they have to meet the local customs. For example, in India, the steering wheel will be placed on the right-hand side of the car.
IN ARTS AND CULTURE: Another example of glocalization in my mind is Semi Classical Dance. Bharatanatyam is an Indian classical dance that originated in Tamil Nadu. In the olden days, Bharathanatyam has been a solo dance exclusively performed by women. But nowadays many people dance Bharatnatyam in a western style. And this dance has increasingly become famous and liked by many people all over the world. A local culture that became glocal is our way of greeting others: Tamilians greet each other with the word “vanakkam” by joining their hands in a praying position and bowing the head a bit. Whereas the English people used to greet others by shaking hands. But after the spread of the Coronavirus, all people around the world used to greet others like Tamilians style.
Thus in the modern world, glocalization has become a trending topic and it has been adopted by many Multi-National Companies(MNCs).