By definition, the term glocal refers to those individuals, groups, divisions, units, organizations, and communities which are willing and able to think globally and act locally. The adaptation of globally distributed goods, services, or publications in order to make them suitable for local needs. Pdf interview with professor roland robertson researchgate. The contributors deal with a range of topics including migration, media, football, beauty, christianity, democracy and the european union. Former views in sociology saw globalization as a contrast between the local and the global. Globalization and indigenous culture, sociologist roland robertson stated that glocalization. Explore price statistics, average discount ranges for common product families, 3. Glocalization robertson major reference works wiley online. In economic sciences, it is often difficult to trace the origin of concepts. Mineral nutrients in tropical forest and savanna ecosystems. His work on globalization is not nearly as well known as that of giddens, probably because his articles have been scattered in difficult to find journals. At a 1997 conference on globalization and indigenous culture, sociologist roland robertson stated that glocalization means the simultaneity the copresence of both universalizing and particularizing tendencies. This means that the product or service may be tailored to conform. There are local educators looking for global resources to get different techniques and ideas to be implemented in their own usage.
Global media is often portrayed in a local context glocalization which gives people a better sense of identity as well as a familiar lens through. Glocalisation expresses the way globalisation dynamics are always reinterpreted locally, leading to an interpenetration of the local and global scales that creates contextdependent outcomes. The concept of glocalization has been widely deployed by social scientists to examine diverse types of interrelationship and interdependency between local and global processes. Although it would be difficult to trace the first user of the term glocalization in its original japanese usage, the first time the term was used in english can be attributed to professor roland robertson, a. This paper deals with the idea of glocalisation as a refinement of the concept of globalisation. Even though my talk is entitled, beyond the discourse of globalization, another title or, at least, subtitle might well be provincializing the planet. The findings reveal that cocacola has adopted glocalization strategy for advertising in foreign markets. Raboy, communication and globalization 2 the mass media, cultural industries and communication and information technologies have become the major catalysts for cultural activity, mass consumption and participation in public life. From globalization to glocalization consensys media. Defining glocalization a combination of the words globalization and localization used to describe a product or service that is developed and distributed globally, but is also fashioned to accommodate the user or consumer in a local market. Glocalization glocalization is an historical process whereby localities develop direct economic and cultural relationships to the global system through information technologies, bypassing and subverting traditional power hierarchies like national governments and markets. While the term has been slowly diffused into socialscientific vocabulary, to date, there is no book in circulation that specifically discusses this concept. The research employs content analysis of television commercials of cocacola from five different countries to study glocalization in advertising.
A stimulating appraisal of a crucial contemporary theme, this comprehensive analysis of globalizaton offers a distinctively cultural perspective on the social theory of the contemporary world. It is a term used for describing a product or service whose development and distribution is done globally, but after it reaches different local markets it is tailored to accommodate the user of that particular local market. Description of the course this is a graduate course focused on analyzing the relationship between. Glocalization definition of glocalization by lexico.
Just as the word itself is a melding of global and local, glocalization involves the managed meeting of the growing global arena with localized, everyday life. Glocalisation, the link between the global and the local. It determines how globalization and glocalization are experienced in the local philippine setting, with cebu city as a case in point. Glocalization definition of glocalization by the free.
Pdf professor roland robertson is one of the most known researchers who have. I am pleased to see that the concept of glocalization has. Nitrification and denitrification in humid tropical ecosystems. Turning the glocalization philosophy on its head am.
Even though my talk is entitled, beyond the discourse of. This book seeks to provide a critical introduction to the undertheorized concept of glocalization. According to the sociologist roland robertson, who is credited with popularizing the term, glocalization describes the tempering effects of local conditions on global pressures. Robertson, whose pioneer work helped introduce the concept of glocalization into the socialscientific vocabulary. The commonly used globalization index encompasses four main types of crossborder flows. The term, a linguistic hybrid of globalization and localization, was popularized by the sociologist roland robertson and coined, according to him, by japanese economists to explain japanese global marketing strategies. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Glocalization a portmanteau of globalization and localization is the simultaneous occurrence of both universalizing and particularizing tendencies in contemporary social, political, and economic systems. Communication and globalization a challenge for public policy. The idea of glocalization is a refinement of the concept of globalization robertson, 1994. Glocalization, the simultaneous occurrence of both universalizing and particularizing tendencies in contemporary social, political, and economic systems. The notion of glocalization represents a challenge to simplistic conceptions of globalization processes as linear expansions of territorial scales. Glocalization as a concept arose to help alleviate the conceptual difficulties of macromicro relationship. Glocalization, from a business perspective, is closely related to what in some contexts is called.
Distinguished service professor of sociology emeritus, university of pittsburgh, us. This perspective considers the world as a whole, going beyond conventional distinctions between the global and the local and between the universal and the particular. In this article, we develop a fourfold typology of glocalization projects, with reference to. How followers of jesus engage a flat world by bob roberts jr. Glocalisation or, glocalization, as explained on the wikipedia website, is a portmanteau of globalization and localization. Sociologist roland robertson said that glocalization means the simultaneity the copresence of both universalizing and particularizing tendencies. Reshmi menon som lalit institute of management studies, st. This chapter provides a conceptual overview of glocalization, tracing its origin, and the intellectual milieu in which this concept evolved. The concept of grobalization is proposed to complement the popular idea of glocalization.
May 26, 2012 posts about glocalization written by craig thompson. Mike featherstone, scott lash and roland robertson. The process through which something is given monetary value. An analysis of glocalization and social welfare politics essay. The paper will also trace the history and the development of the concept of glocalization, which originated in japan as a popular business strategy. Glocalization richard giulianotti and roland robertson. Timespace and homogeneityheterogeneity is to show the weakness of contemporary theories of globalization.
Nitrification and denitrification in humid tropical. It also examines how glocalization helps researchers understand the interpenetration of global with local in various institutions and everyday life. Glocalization is a mixture of and the end result of combining the words globalization and localization. Glocalization and globalization essay example graduateway.
Further globalization and glocalization of the pharmaceutical industry is expected. Globalization, communication, and society professor manuel. Pdf glocalization, globalization and migration the case of. Glocalization then takes place when local actors have a more pronounced role in addressing global challenges this study examines local responses to globalization. Reverse innovation vs glocalization managing information.
The paper wants to focus on the epistemological analysis of the globalization and glocalization themes. To learn about our use of cookies and how you can manage your cookie settings, please see our cookie policy. This book consists of a collection of essays that deal with glocalization in europe, including the idea of europeanization as glocalization. In explaining the relationship between the processes of globalization with glocalization, this. Sage video bringing teaching, learning and research to life. A conceptual a nalysis abstract this paper examines the evolution and transformation of the concept of globalization to glocalization. Jan 20, 2010 developed western markets are stagnant and there is less scope of creation and adoption of innovations in these markets. Glocalizations goal is to ensure a globalized world is a stable and integrated place, while also protecting the cultural heritage of local areas. There should be global prospective seen by the companies in local terms to grow and become successful. Glocalization by nasrullah mambrol on october 10, 2017 0. Roland robertson born 1938 is a sociologist and theorist of globalization who lectures at the. At a 1997 conference on globalization and indigenous culture, robertson said that glocalization means the simultaneity, the copresence of both universalizing. All members of the pharmaceutical value chain must be prepared to collaborate and cooperate on true global regulatory harmonization to lower drug costs, reduce time to market, expand access and, most importantly, ensure the development and manufacture of. Despite international initiatives on global branding, advertisement campaigns, and product features, the linchpin that transforms a call to action into resulting customer purchases is an understanding of the customer elements.
Theorizing glocalization and grobalization t he primary objective in this book is to offer a new way of thinking about, of theorizing, the cultural aspects of globalization. Park heekwonthere are several definitions of globalization. The concept of glocalization and its incorporation in. Examples on companies like dell, mcdonalds, starbucks, kfc, unilever and tesco taking a local approach in international markets are given. Xaviers corner, university road, navrangpura, ahmedabad, gujarat380009 abstract with globalization as a concept being adopted by growing businesses worldwide for the past few decades, the journey for the businesses per. Cq press your definitive resource for politics, policy and people. Roland robertson uses the term glocalization to describe a globalized worlds increasing heterogeneity. Global versus local approach is discussed over the years.
Globalization and glocalization in media mirror and smoke. By closing this message, you are consenting to our use of cookies. Grobalization focuses on the imperialistic the effect that a powerful country or group of countries has in changing or influencing the way people live in other, poorer countries ambitions of nations, corporations and organizations, and the likes. This paper discusses how multinational organizations are dealing with the tight spot of leveraging the reverse innovation model with their existing glocalization model to increase the realm of their market. If we are to achieve glocalization like we see in nature the interoperation of local systems working harmoniously to create a global machine we need mechanisms maintaining the local order. Glocalization means local repair workshops servicing and recycling the output of global factories of problems. Timespace and homogeneityheterogeneity in global modernities, ed.
This article illustrates the concept of glocalization think globally and act locally. Glocalization as an alternative to internationalization in. Here are common examples of the companies listed, which have implemented local concepts into their businesses to get local recognition in global terms. Glocalization examples think globally and act locally. But, i do have concern for those people in the world who might not have access to the resources they need to live healthy, happy lives. Customer elements within glocalization gala global. In using glocalization rather than globalization robertson wishes to blur the boundaries between the local and the global. Glocalization is a combination of the words globalization and localization, used to describe a product or service that is developed and distributed globally, but is also adjusted to. There is however one more tremendously important role which the localities, and again big cities in particular, are called to perform under conditions of glocalization. Former views in sociology saw globalization as a contrast between the local and the global as. The advertisements contain the elements of both globalization and localization. In the earlier theoretical discussion, the concept of glocalization was raised.
Sage books the ultimate social sciences digital library. Download now and get tactical advice to increase your chances of getting the best discounts. May 05, 2016 glocalization has very positive impacts in the areas, such as culture, economics, politics, organization, religion, spiritual terms, morality and literacy. Roland robertson and the geographer erik swyngedouw that glocalization first. Glocalization and social welfare can be assessed through the analysis of civil society organizations and the nongovernmental organizations ngos. Two continua are createdgrobalization glocalization and nothingsomethingand their intersection creates four quadrants. How we can restructure our economies to be more resilient, sustainable and inclusive. In any case, i would like to begin with a quotation from the guardian, the british newspaper that i read a few days ago. Robertsons cure for this discursive problem is not through a better definition or more elaborate theory of globalization, but rather its replacement with the concept of glocalization. Spaces of globalization, reasserting the power of the local. Although glocalization is relatively undertheorized, two key interpretations of the concept have been developed by roland robertson and george ritzer.
Roland robertson glocalism journal of culture, politics and. The need to introduce the concept of glocalization firmly into social theory arises from the following considerations. Sage reference the complete guide for your research journey. Below are few examples which highlight the actual examples of glocalization used by various companies in different geographies. Glocalization and associated terms stand in a long tradition concerning binaries. Free shipping and pickup in store on eligible orders. Sep 23, 2011 globalization and glocalization in media the globalization of media consumption and the need for glocalization reflects the cultural similarities and differences people across the world share.
Glocalization is an amalgamation of the words global and localization. While there are implications for other aspects of globalization e. The term glocalization was coined by sociologist roland robertson 1994 robertson, 1995 to capture the essence of the intricate process in which the global is brought in conjunction with the. Timespace and homogeneityheterogeneity sociologist roland robertson suggests replacing the concept of globalization with the concept of glocalization. Roland robertson on globalization in glocalization. Glocalization timespace and homogeneityheterogeneity pdf download disadvantages of glocalization time consuming process lengthy process need expert.
Jul 07, 2015 turning the glocalization philosophy on its head posted on july 7, 2015 in advertising, contributors, opinion during the 1980s and into the early 2000s, global conglomerates were riding high on ambitious expansion outside their home markets, with favorable economic conditions and an internet boom that virtually connected their operations and. Blackwell scientific, cambridg\ e, massachusetts, usa. Robbie robertson elucidates the origins of globalization and the subsequent paths it has followed, highlighting important lessons for how the present wave of global ization should be understood, and handled. Glocalization is the simultaneous occurrence of both universalizing and particularizing. Sage business cases real world cases at your fingertips. Glocalization is the concept that in a global market, a product or service is more likely to succeed when it is customized for the locality or culture in which it is sold. Ritzers 2011 concept of grobalization is also interesting, intended as a response to robertson, displaying a binary concept of glocalization versus grobalization. Products or services designed to benefit a local market while at the same time being developed and distributed on a global level. The concept of glocalization has the potential to advance sociological understanding of globalization with reference to social agency and cultural differentiation. First popularized in the englishspeaking world by the british sociologist roland robertson in the 1990s, and later developed by zygmunt bauman, the term glocal and the process noun glocalization are formed by blending the words global and local. In simple words, it is adapting a global product or service to a local market but keeping in mind the taste or preferences of the local customer. In addition, a sociologically relevant concept of nothing is defined and juxtaposed with something. The paper examine in broad terms concepts, theories and principles of glocalization in business perspectives. In business, the local part of glocalization mostly refers to geography.
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