The idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local is called _____.

Question

Quizplus · Accepted Answer

Glocalization is the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local. This approach recognizes the importance of adapting marketing tactics to local cultural differences while maintaining a consistent global brand image and message. Guanxi refers to the social connections and networks that are important for doing business in China, acculturation refers to the process of adapting to a new culture, and cultural distance refers to the differences between cultures that may affect business interactions. Marketing adaptation could be a possible choice, but it does not specifically capture the idea of a global strategy with local implementation.

The Idea That Marketing Strategy May Be Global but the Implementation