• Glocalization is a combination of the words “globalization” and “localization”.

  • The term describes a product or service that is developed and distributed around the world, but also adapted to fit the user or consumer to the local market.
  • Often, glocalization campaigns include culture-friendly media and advertising campaigns to encourage acceptance of foreign products by local audiences.
  • The process can be expensive and resource intensive, but often pays off for the companies that practice it.