YouSparkle, a cosmetics company, is planning to expand its business to South America and the Middle East. Their range of makeup is waterproof. The advertisement to be aired in Brazil depicts models on a beach to demonstrate the waterproof property of the makeup. However, in the advertisement for the Middle East, the company plans to promote their cosmetics as sweat proof using modestly dressed models. This difference in the advertisements for the two distinct cultures is an example of _____.

Question

Quizplus · Accepted Answer

The difference in the advertisements for the two distinct cultures, catering to the local preferences and norms, is an example of glocalization. Glocalization refers to the adaptation of global products and services to the local market or culture while retaining their core brand identity.

YouSparkle, a Cosmetics Company, Is Planning to Expand Its Business