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The Glocal Strategy Of Global Brands

Author

Listed:
  • Luigi Dumitrescu

    (Lucian Blaga Unversity of Sibiu)

  • Simona Vinerean

    (Lucian Blaga Unversity of Sibiu)

Abstract

A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in mass marketing communication programs. With their centralized decision making, most companies simply stopped having a connection with the new global marketplace and neglected its emergence. Hence, the influence of local characteristics arose, and with that a new term that encapsulates the global and the local – glocal. “Glocalization” encourages companies to “think global, act local”, and they could do so by using the global brand, while localizing certain elements of that brand in order to suit a particular country.

Suggested Citation

  • Luigi Dumitrescu & Simona Vinerean, 2010. "The Glocal Strategy Of Global Brands," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 5(3), pages 147-155, December.
    • Handle: RePEc:blg:journl:v:5:y:2010:i:3:p:147-155
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    Citations

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    Cited by:

    1. Merve Önegi & Zeliha Eser & Sezer Korkmaz, 2019. "Consumers’ Evaluation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 109-118.
    2. Gaia Daldanise, 2020. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    3. POLLIFRONI Massimo & MILITARU Gheorghe & IOANA Adrian, 2016. ""Diversity Management" Towards "Diversity Engagement": The New Key Drivers For The Corporate Performances," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 68(3), pages 127-141, December.
    4. Roxana Wright, 2014. "Branding Paradigms in the Fast Moving Consumer Goods Industry," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(2).
    5. Florian GYULA LASZLO, 2018. "Customer Relationship Management Using Business Software," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 18, pages 291-298, December.
    6. Valentina Kalygina & Anna Chernysheva, 2019. "Glocalization Strategy Of The International Companies In The Russian Fmcg Market Under The Import Substitution Policy," Proceedings of Business and Management Conferences 8612010, International Institute of Social and Economic Sciences.

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