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A full detailed essay about glocalisation: Does glocalisation bring out the best in globalizing an economy?
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Economics essay competition→Does glocalisation bring out the best in globalizing an economy?
There is no question that glocalisation has been a good thing for globalizing many
developing economies who now have access to a range of markets. However,
glocalisation does not always bene t individuals or speci c groups for various di erent
reasons. Glocalisation is a complicated issue and as a consequence, it is necessary to
evaluate the advantages and disadvantages of it before drawing any conclusions.
Glocalisation is a combination of the words ‘globalisation’ and ‘localisation’. The term is
used to describe a product or service that is developed and distributed globally but it also
adjusted to accommodate the user or consumer in a local market. In short, glocalisation
is providing a ‘personal touch’ from a brand in each region. Something that says ‘we get
you’. The concept has been around since the 1980s. However, it became more widely
used in the early 2000s when it became clear that businesses were moving towards
globalisation, but in order to be competitive in other markets, they would also need to
provide a level of customisation based on local regulations or even preferences. ¹
If we take an example, Coca-Cola used glocalisation in the Philippines. In 1995, Coca
Cola released a glocalised advertisement called ‘Pearl of the Orient’. This 21-minute lm
shows Filipino traditions, habits and culture. It portrays traditional dances and festivals
alongside locals laughing and sipping bottles of Coke. During the advertisement, Coke is
referred to as ‘pure’ and ‘wholesome’ and ‘part of the family’. Coca Cola hoped to make
Filipinos feel more comfortable with their global product by localizing it to the culture. This
use of glocalisation had big payo s for Coke in the Philippines. In addition, Starbucks
stores in India are fully equipped with glocalised products. There is no beef or pork on
Starbuck’s menu in India. They mainly serve vegetarian options to suit the tastes of their
Indian costumers - most of whom do not eat beef or pork for religious reasons. Some
o erings include ‘Chatpata Paratha Wrap’, which is lled with paneer, vegetables and
spices. Starbucks respects their customers’ dietary preferences even further by having
separate ovens and counters for vegetarian and non-vegetarian dishes. ²
COVID-19 has forced manufacturers worldwide to conduct emergency reviews of their
supply chains. As entire economies locked down overnight, companies suddenly faced
national and international markets where they could no longer reliably source
components, manufacture products or distribute their goods to customers. In addition,
the crisis hit when global supply chains were already under pressure from new tari s and
restrictions resulting from trade disputes. Overall, the following drivers have been
identi ed as those that are accelerating the worldwide shift to “glocalisation” by
manufacturers, regardless of where they operate.
First of all, digitalisation and automation are enabling companies to go more local by
taking labour out of the supply chain and manufacturing equation. Secondly, supply chain
approaches that focus narrowly on cost e ciency needed to be broadened. Factoring in
exibility, resiliency and customer experience can create di erentiation in the marketplace
and drive improved revenue and growth. Finally, COVID-19 is encouraging supply chain
and wider operational collaboration between companies, with automation helping to solve
bottlenecks and innovative, rapid solutions. One fact is clear: COVID-19 has ensured that
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