How does glocalisation differ from globalisation?

Glocalisation differs from globalisation as it involves adapting global products or services to fit local cultures and preferences.

Globalisation and glocalisation are two concepts that are often used in the context of international business and marketing strategies. While they may seem similar, they have distinct differences that are important to understand.

Globalisation refers to the process of integrating economies, societies, and cultures through a global network of trade, communication, and transportation. It is about creating a 'global village' where goods, services, ideas, and even cultures are exchanged freely across borders. This process has been facilitated by advancements in technology, particularly in communication and transportation, which have made it easier for businesses to reach consumers in different parts of the world.

On the other hand, glocalisation is a combination of the words 'globalisation' and 'localisation'. It refers to the adaptation of globally marketed products and services to fit the local culture and preferences of the people in the region where they are sold. This strategy recognises that while globalisation has made it possible for businesses to reach a wider market, consumers in different regions still have unique needs and preferences that need to be catered to.

For example, a fast-food chain like McDonald's operates globally but adapts its menu to suit local tastes. In India, where a large portion of the population is vegetarian, McDonald's offers a range of vegetarian burgers. This is a classic example of glocalisation, where a global brand has localised its product offering to cater to the specific needs of a local market.

In essence, while globalisation aims to create a homogenous global market, glocalisation acknowledges and respects the diversity of local cultures and preferences. It's about 'thinking globally, but acting locally'. This approach can be particularly effective in building strong relationships with local consumers and gaining a competitive edge in foreign markets.

In conclusion, while both globalisation and glocalisation are strategies used by businesses to reach international markets, they differ in their approach. Globalisation focuses on integrating economies and cultures, while glocalisation emphasises adapting products and services to meet local needs and preferences.