Glocalization is a term derived from the words Globalization and Localization. It brings about a balance between the global and the local, i.e., localizing the global (to meet the local cultural, linguistic and ethnic preferences and tastes) or globalizing the local (for global acceptance/access). Glocalization involves translation, replication and editing of the global messages/marketing communications befitting the relevant local requirements. Glocalization takes care of the cultural and social ethos, customs and beliefs, social taboos etc. of the location. In the macro level, Glocalization can result in the polarization of cultures benefiting the growth and development of economies. Going global has become imperative for corporations due to the increasing competition in their domestic markets. Though globalization (some authors talk about grobalization instead) had some beneficial effects initially, it has several disadvantages for the corporations, consumers, local governments and many other intermediaries. Some authors lament that globalization has made rich countries richer and the poor countries poorer. In this scenario, glocalization has emerged as a means to alleviate some of the pestering problems that the world faces due to globalization. This book is a collection of thirteen articles written in lucid language by experienced authors. Section I: Concepts and Perspectives, has six articles dwelling upon concepts, issues, challenges and benefits of glocalization. The seven articles/case studies in Section II highlight the experiences of certain organizations which have adopted glocalization practices. The interesting articles and cases are certain to provide deep insights into the Glocalization phenomenon for the avid and inquisitive reader.
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