Glocalisation - Global + Local approach of Brands : Article by Dr Jones Mathew

Glocalisation is basic to an organization’s capability of entering diverse markets across the globe while ensuring each local geography’s needs are met. Glocalization, though not new, is not something all companies with global ambitions have mastered. Companies need to excel at leveraging local people (internal and external), customizing processes (finding the sweet spot between marketing and procurement), and adopting global technology (brand consistency across different languages using modern technology) to make smart glocalization strategies.

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