Glocalization
Glocalization
, a
neologism
and
contraction
of
globalization
and
localization
, entails one or both of the following:
The creation of products or services intended for the
global
market
, but customized to suit the local
culture
.
Using
electronic
communications
technologies
, such as the
Internet
, to provide local services on a global (or potentially global) basis.
Craigslist
and
Meetup
are examples of
web applications
that have glocalized their approach.
Glocalization
as a term, though originating in the
1980s
from within
Japanese
business practices, was first popularized in the
English
-speaking world by the
British
sociologist
Roland Robertson
in the
1990s
.
See also
Internationalization and localization
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