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

Question

Quizplus · Accepted Answer

Glocalization refers to the idea that a marketing strategy should have a global perspective but implementation of that strategy should be adapted to local needs and cultures. This means that marketing tactics should be customized to each local market to ensure success. Enculturation and acculturation refer to the process of assimilating to a culture, whereas adaptation refers to altering the marketing strategy to fit a particular market. Acclimatization refers to the process of becoming accustomed to a new environment. While similar in concept, none of these terms fully capture the idea of a global strategy implemented through local tactics quite as well as glocalization.

The Idea That a Marketing Strategy May Be Global but the Implementation