glokaliserings

Glokaliserings, or glocalisation, is a concept describing how global and local considerations are integrated in the development and delivery of products, services, ideas, or policies. It seeks to combine the efficiencies of global scale with sensitivity to local cultures, markets, and regulations, balancing standardization with adaptation to fit local conditions while preserving an overarching global approach.

Origins and usage: The term emerged in late 20th-century business and social sciences. It is used across fields such as marketing, management, media, urban planning, and development studies. Core ideas are sometimes summarized as "think globally, act locally," emphasizing that local adaptation can co-exist with global coherence.

Applications and examples: Global brands adjust formulas, packaging, and marketing to local tastes and laws; streaming services curate local content, subtitles, and recommendations; multinational firms delegate decisions to regional units within a global framework; urban and development projects align global sustainability goals with local needs.

Criticism and nuance: The term is sometimes seen as vague or overused, risking tokenistic localization. Genuine glocalisation requires meaningful engagement with local actors and cultures, not just cosmetic adaptations, and it is distinct from simple localization or full standardization.

See also: Localization, Globalization, Transnationalism, Cultural adaptation.