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What is Glocalization

Chapter 11
Handbook of Research on Challenges and Opportunities in Launching a Technology-Driven International University
Formed by two terms, globalization and local , this concept expresses the idea: think globally, act locally.
Published in Chapter:
Prospective Students' ZMOT in ICT-Based International Universities: An Application to a Mexican HEI
Jose Manuel Saiz-Alvarez (Universidad Católica de Santiago de Guayaquil, Ecuador & Universidad Autónoma de Manizales, Colombia & CEIEF-Universidad de Santiago de Chile, Chile) and Oscar Alberto Hoyos-Villa (Universidad Autónoma de Manizales, Colombia)
Copyright: © 2019 |Pages: 20
DOI: 10.4018/978-1-5225-6255-9.ch011
Abstract
The zero moment of truth (ZMOT) is a concept related to marketing that is changing gradually the traditional strategy used to select a product or service offered in the market. This concept has gained popularity among consumers due to the internet, but ZMOT has been barely analyzed during the selection process of prospective students choosing an international HEI (higher education institution). The objective of this chapter is to reflect how the combination of ZMOT, FMOT (first moment of truth), and SMOT (second moment of truth) is a successful strategy for global universities based on digital marketing to attract prospective students. An educational procedure that can be followed by technology-driven international HEIs, and by universities aiming to attract prospective students. In this sense, the authors propose a brand-new concept entitled PSA (potential for student attraction) that they apply to two campuses (Guadalajara and Mexico City) of the Tecnológico de Monterrey, Mexico.
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Chapter 96
Entrepreneurship: Concept and Theoretical Framework
Term created by the combination of «global» (think global) and «local» (act local) widely used in academia and global businesses.
Published in Chapter: Entrepreneurship: Concept and Theoretical Framework; From: Encyclopedia of Organizational Knowledge, Administration, and Technology
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Chapter 16
Fostering English-Medium Instruction (EMI) Through Flipped Learning
Refers to the need for universities to work at a local and global level in order to attract international students as well as those who belong to minoritized communities.
Published in Chapter: Fostering English-Medium Instruction (EMI) Through Flipped Learning; From: Teacher Training for English-Medium Instruction in Higher Education
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Chapter 18
Digital Epistemologies and Classroom Multiliteracies
A sociological descriptor of the intersection of global and local culture.
Published in Chapter: Digital Epistemologies and Classroom Multiliteracies; From: Handbook of Research on Digital Information Technologies: Innovations, Methods, and Ethical Issues
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Chapter 15
From an Empire to Brexit: Globalization and Glocalization in British Advertising
The process of synchronous universalisation and indigenisation of concepts, systems, and conditions.
Published in Chapter: From an Empire to Brexit: Globalization and Glocalization in British Advertising; From: Handbook of Research on Global Perspectives on International Advertising
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Chapter 16
Global Citizenship Education in the Era of Globalization
The process of giving equal weight and being sensitive to both global and local issues and viewing them as complementary.
Published in Chapter: Global Citizenship Education in the Era of Globalization; From: Handbook of Research on Diversity and Social Justice in Higher Education
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Chapter 22
Cultural Effects of Global Businesses and Multinational Businesses: Localization Versus Globalization – Middle-Point Cultural Hybridization
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Chapter 5
Nation Branding, in What Context?: Spatial Competitiveness and Attractiveness
Understanding the globalizing phenomenon as subject to the constant evolution of locally established actors, who tend towards homogeneity while reproducing their heterogeneity.
Published in Chapter: Nation Branding, in What Context?: Spatial Competitiveness and Attractiveness; From: Handbook of Research on Future Policies and Strategies for Nation Branding
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Chapter 20
Cultivating Civic Generosity in Elementary Youth Across Glocal Cultures, Ecologies, and Generations
Dochakuka , or glocalization , first used in Japan in the field of business, is translated literally as land ( do ), arrive ( chaku ), and process of ( ka ) ( Dumitrescu & Vinerean, 2010 ). This term was popularized in the U.S. by University of Pittsburgh Professor Roland Robertson in the Harvard Business Review in the 1980s ( Dumitrescu & Vinerean, 2010 ), and refers to the co-presence of universalizing and particularizing tendencies (Khondker, 2004 AU21: The in-text citation "Khondker, 2004" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ).
Published in Chapter: Cultivating Civic Generosity in Elementary Youth Across Glocal Cultures, Ecologies, and Generations; From: Handbook of Research on Pedagogies and Cultural Considerations for Young English Language Learners
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Chapter 264
Entrepreneurship Concept, Theories, and New Approaches
Term created by the combination of «global» (think global) and «local» (act local).
Published in Chapter: Entrepreneurship Concept, Theories, and New Approaches; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 11
Multilingualism as International Marketing Strategy: A Linguistic Study of Product Packaging in Nigeria
Portmanteau term derived from a combination of “globalization” and “localization”. In the context of international marketing, glocalization refers to the process of conducting business according to both global and local considerations. The term is thus used to describe the process of developing and distributing products globally but with contextual adjustments to accommodate consumers or users in specific local markets.
Published in Chapter: Multilingualism as International Marketing Strategy: A Linguistic Study of Product Packaging in Nigeria; From: Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies
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Chapter 8
Managers' Responses to the Challenges of Globalization Within the Context of Global Political Economy
It is a phenomenon that advocates the view that international companies while going global should act according to local preferences.
Published in Chapter: Managers' Responses to the Challenges of Globalization Within the Context of Global Political Economy; From: Handbook of Research on Technology Adoption, Social Policy, and Global Integration
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Chapter 2
Cultural Heritage Preservation in a Modernizing Africa: A Comparative Study of Nigeria and Cameroon
Portmanteau term for globalization and localization. It is a neologism used to describe a process whereby cultural products intended for a global audience or for international appreciation are created, taking into consideration local cultural sensibilities.
Published in Chapter: Cultural Heritage Preservation in a Modernizing Africa: A Comparative Study of Nigeria and Cameroon; From: Conservation, Restoration, and Analysis of Architectural and Archaeological Heritage
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Chapter 4
Glocal Culture Policies and Social Memory: The Google Doodle Example
It can be summarized as “think global, act local”, requires that global facts attach importance to local factors - due to various reasons. originating from economics and business - enters social sciences. This concept doesn't only gain depth in the limits of economics and business areas. Especially cultural hegemony, civilization studies and capitalism discussions include the concept in basic social theory matters. The glocalization concept, which is the merging of the words global and local, therefore becomes the subject of quasi all areas of social studies, post-colonial studies especially. In this context, it implies interdisciplinary studies and corresponds to a complex multidimensional process.
Published in Chapter: Glocal Culture Policies and Social Memory: The Google Doodle Example; From: Handbook of Research on Examining Cultural Policies Through Digital Communication
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