Glocalization Examples - Think Globally and Act Locally
Glocalization Examples - Think Globally and Act Locally
Glocalization Examples - Think Globally and Act Locally
GlocalizationExamplesThinkGloballyandActLocally
Like
1k
Feb10,2010
RECENT CASES
Wehaveheardalotaboutglobalismversuslocalismovertheyears.Inorderto
succeedglobally,eventhebiggestmultinationalsmustthinklocally.Afewexamples:
NikeERPImplementationSaga
ApplesInnovationStrategy
DellFromDirectSalestoChannelStrategy
McDonalds
IntheUK,McDonaldsstrategyistolistenmoretolocalconsumersandthenactonit.
Thecompanystrivestodothisaroundtheworld.Someifitslocalfavoritesaroundthe
worldincludetheMcItalyburgerinItaly,MaharajaMacinIndia,theMcLobsterin
Canada,theEbiFilitOinJapan.
TescoEntryandExitfromJapan
NandanNilekani
FromInfosystoPolitics
AWARDS/RECOGNITION
OneofourcasestudiesNandanNilekani
McDonaldshasnoveltyitemsonitsmenuinJapanliketheTeriyakiMcBurgerwith
SeaweedShakerfries,EbiFiletO,CroquetteBurgerandBaconPotatoPie.McDonalds
signedmodelYuriEbihara(knownasEbichaninJapan)tomarketEbiFiletO.Ebi
meansshrimpinJapanese.
FromInfosystoPoliticswasselectedtobeused
forthe2010InternationalLeadership
Association(ILA)StudentCase
Competitionheldatthe12thAnnualILA
GlobalConferenceLeadership2.0:Timefor
Starbucks
Starbucksistryingoutlocallydesignedfranchisesinstores.Thestoresarenon
Starbucksbrandedinordertorecapturethefeelofalocalcoffeeshop,whichwould
otherwisebethreatenedbytheexistenceofStarbucksinitsvicinity.
KFC
Toincreasevisitsfromlocalresidents,KFChasinitiatedafiveyearplantoupgradeits
UKrestaurantswithnewcontemporarydesigns.Designswillbebasedonlookand
feeloftheareaandincollaborationwithlocalpropertydevelopers.
KFChasavegetarianthali(amixedmealwithriceandcookedvegetables)andChana
Snacker(burgerwithchickpeas)tocatertovegetariansinIndia.
Action(2730October2010)inBoston,MA,
USA
RECENT ARTICLES
OperationalSecrecyInnovatinginsecret
BoomerangCEOsakaFounderRecall
Howcompanieslistentotheircustomers
DevelopersasHappinessEngineers
ManagementGurusandwhattheyareknown
for
Tesco
WhenTescoexpandedgloballyincountriessuchasThailand,HungaryandtheCzech
Republicitkeptitsusualnameandbranding.However,whenitenteredtheUnited
States,itnameditsstores"Fresh&EasyNeighborhoodMarket".
Nokia
Nokiarespondedtolocalcustomerneedswiththeintroductionofdustresistantkeypad,
antislipgripandaninbuiltflashlightforIndianruralconsumers(specificallytargeting
truckdrivers).
Ford
In1904,FordwasoneofthefirstautomotivecorporationstogoInternationalwiththe
openingofFordMotorCo.ofCanada.EvenHenryFordIIhadopinedthatinorderto
furtherthegrowthofitsworldwideoperations,anypurchasingactivityshouldbedone
afterconsideringtheselectionofsourcesofsupplynotonlyinitsowncompanybutalso
sourceslocatedinothercountries.WhenFordhadsetupitsfirstplantoutsideU.S.,in
Canada,itgainedconsiderablyfromthegeographicandculturalproximity.
http://www.casestudyinc.com/glocalizationexamplesthinkgloballyandactlocally
1/3
30/11/2015
GlocalizationExamplesThinkGloballyandActLocally
MTVKorea,MTVChinaandMTVJapanandusemorelocalemployeeswithuseoflocal
language.
Whirlpool Corporation
WhirlpoolExample1:Domesticappliancemaker,Whirlpoolincorporatedspecially
designedagitatorsintoitswashingmachineswhenitsoldtheminIndia.Thishelped
Indianwomenwashsariswithoutthefivefootlongsarigettingtangled.Whirlpool
formedajoinedventurewithalocalpartnertoproducetheredesignedwashingmachine
tosuitlocaltasteandculture.Whirlpoolalsomakesitsrefrigeratorsinbrightcolorslike
redandblueasmanyAsianconsumersplacedtheirrefrigeratorinlivingroomsasasign
ofstatus.Whirlpoolbelievesinstandardizingworldwidewhatitcanandadaptingwhatit
cannot.
WhirlpoolExample2:AspartofWhirlpoolsglobalstrategy,thecompanywantedto
developproductsbasedonconsumerstastesandneeds.Whirlpoolhaddoneextensive
researchandfoundthatEuropeancustomerswantedamicrowaveoventhatcouldbrown
andcrispfood.WhirlpoolthendesignedandintroducedtheVIPCrispwavewhichcould
frycrispybaconandcookapizzawithacrispcrust.TheproductwassuccessfulinEurope
andlaterlaunchedinU.S.aswell.
Subway
TheSubwaychaindoesnothavebeefinitsstoresinIndia.
Taco Bell
TheTacoBellmenuinIndiahascrunchypotatotacosandextraspicyburritosfilledwith
paneer(cottagecheese).TacoBellhashiredemployeeswhoexplainwhatburritosand
quesadillasaretocustomersinIndia.
Coca Cola
In1955,aCocaColaadvertisementordocumentary(almost20minslong)referredtoas
thePearloftheOrientshowsCocaColaspopularityinPhilippinesandhowCokehas
mergeditselfintothePhilippineseconomyandculture.
Heinz
In2010,HeinzplanstolaunchpackagedfoodproductsinIndiawhichwillsuittheIndian
taste.Heinz,whichenteredIndiain1994,planstoIndianisetheflavorsoffering
condiments,juicesandsnackstotheIndianconsumers.
http://www.casestudyinc.com/glocalizationexamplesthinkgloballyandactlocally
2/3
30/11/2015
GlocalizationExamplesThinkGloballyandActLocally
Starbucks India
StarbucksfirstshopinIndia(openinginOctober2012)willhavenobeeforpork
consideredtaboobymanyIndians.TheIndianmenuhaslocalfavoriteChaiTeaLatteand
thecoffeeissourcedandroastedlocally.Otherfooditems(manymeatfreeoptions)
includebakedgoodslikeKonkaniTwistorChatpataParathaWraptoadaptitsofferings
tolocalvegetariantastes.Thereareevenseparateovensandcountersforvegetarianand
nonvegetarianofferings.
SWOT Analysis
Wal-Mart in India
http://www.casestudyinc.com/glocalizationexamplesthinkgloballyandactlocally
3/3