Glocalisation
Glocalisation is the concept that in a global market, a product or service is more likely to succeed when it is customised for the locality or culture in which it is sold. The term combines the word globalisation with localisation.
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The international fast food chain McDonalds illustrates the concept of globalisation by changing their menus to appeal to local palates and customs. For example, in India, a country in which the cow is sacred, the menu features McVeggies instead of hamburgers. In Singapore, customers can order a Chicken SingaPorridge; in Hong Kong, some Seaweed Shake Shake Fries.
The term glocalisation first appeared in the late 1980s in articles by Japanese economists in the Harvard Business Review.
Internationalism, an earlier term for globalisation, is still used in some industries when referring to preparing products for international marketing.
