Prof.Dr.Aung Tun Thet

GLOCALIZATIONProf.Dr.Aung Tun Thet

From Globalization to Glocalization

“Post-globalization” era “Glocal strategy" ‘Glocalization' of business activities

'Glocalization' Combination of "globalization" and "localization“ Product or service developed and distributed globally Accommodate user or consumer in local market Tailored to conform with local laws, customs or

consumer preferences Greater interest to end user

'Glocalization' Yahoo! Portal viewed worldwide Different versions of website (and related services)

for different users Content and language variations in some 25

countries including China, Russia and Canada Customizes content

'Glocalization'

Japanese word Dochakuka - global localization Adapting farming techniques to local conditions Marketing strategy bridge local-regional-national-

global issues Cube: micro-meso-macro scales

Glocalization

Combine globalization with local considerations Anything global has locality Local also global - local entrance to global

process

Glocalization Octopus Global - body “Touch down” on local surfaces by legs

Glocalization

Integration of local markets into the world “Internalized globalization”

Glocalization

Simultaneity Co-presence Universalizing and Particularizing

Glocalization

British sociologist Roland Robertson in 1990s People actively involved in local and wider-

ranging activities of friendship, kinship and commerce

Glocalization in Business

Globalization

Flow of innovation from multinational corporations

Modification of basic products through de-featuring and substitution

Desire “rich world quality in their own products"

Globalization

Top-down innovation Overlooks inventiveness and understanding of

local individuals Local grasp of market needs and consumer

attitudes excluded

Globalization

Initial surge in sales Locals lose interest due to poor adaptation Dissatisfaction with cheapened foreign sources

Glocalization Reverse innovation more beneficial Start at base Design for consumers with more specialized

understanding of surrounding conditions

McDonald

Entered Indian market in 1996 Now everywhere

McDonald Nothing special? Cow holy Expert in Beef Burgers Muslims don’t eat pork Do not provide beef and pork

McDonald

McAloo Tikki™(patty made out of potatoes, peas, and spices)

McVeggie™(peas, carrots, green beans, red bell pepper, potatoes, onions, rice, and seasoning)

Chicken Maharaja Mac™(grilled chicken patties topped with onions, tomatoes, cheese and mayonnaise)

Different burgers and rolls with chicken or vegetables

McDonald Listen more to local consumers Act on it Business model ‘Glocalisation’ Benefits of globalization and adapt to local

market tastes

“Glocal’ Strategy

Glocal Strategy Aspirations of global strategy approach Local adaptations and tailoring of business

activities Local, international, multinational and global

strategy approaches

Strategy Local: consider locally related issues in business

activities International: applicable beyond home market's

boundaries Multinational: wide selection of foreign markets

targeted

Global Strategy Standardization and homogenization of

business activities across existing markets all over the world

Managerial utopia

Glocal Strategy Balance and harmony between: Standardization versus Adaptation Homogenization versus Tailoring

McDonald One of the biggest fast food chains in the world Operating in 119 countries Adapt advertisements and menus according to

countries and cultures

McDonald In US advertisements target children: American

kids see more than 250 McDonald’s advertisements per year.

In Japan some advertisements target adults

McDonald

Engage different cultures Maintain strong brand Menus adjusted to appeal to every culture Drink sizes and burger sizes adjusted to suit

eating habits for each country In Japan serve EBI Filet-O Shrimp Burger - patty

of Panko-battered shrimp, topped with Ebi shrimp tempura sauce and lettuce

McDonald

To meet Middle Eastern local taste introduced McArabia - pita bread grilled chicken sandwich

Popular in Arab countries and Pakistan Same dish served in different countries with

different names McOriental in Spain, France and Holland,

McTurco in Turkey and Greek Mac in Greece and Cyprus

McDonald

In Brazil serve Ovmaltine McFlurry Ice cream blended with chocolate Ovomaltine

powder

McDonald New dishes added and deleted according to

popularity and consumer trends In Japan call ‘Makudonarudo’ more appropriate

and appealing sound in Japanese

McDonald Distinguish brand from products Brand linked to hamburgers Drop all meat products in some countries Sell products with international appeal - fries and

shakes

Glocalization in Education

Glocalization in Education

Response of education to rapidly evolving global environment

Incorporating glocal perspectives Academic leaders recognize and respond

Glocalization in Education

Meaningful integration of local and global forces Achievement of glocal literacy in nine domains

GLOCALIZATION IN EDUCATION

1. Political2. Economic3. Cultural4. Moral 5. Pedagogical

6. Information7. Organizational8. Spiritual and religious 9. Temporal

GLOCALIZATION IN EDUCATION

Domains dynamic and interconnected Influenced by educational leaders Globalization influence local practices

GLOCALIZATION IN EDUCATION

Intertwine worldwide discourses, processes and institutions affecting local educational practices and policies

Prepared to confront realities of performing duties within global society

GLOCALIZATION IN EDUCATION

Take advantage of global instructional resources Students entry into increasingly interconnected world

GLOCALIZATION IN MEDIA

Media Making connections on international scale Impact on local stage Encourage local social cohesion and community

engagement

Media Internet-based communication Encourage social interaction Collective communication

Media “The World is Flat” Internet encourages glocalization Websites in native languages

Think Global, Act Local

Four Ways Companies Socially Responsible And Prosperous

Entrepreneurs and Small Businesses

Lifeblood of today’s economy Power to make impact Nimble without red tape and bureaucracy

Forward Looking Companies

Creating innovative products Influencing society for the better Impacting in positive way Promote change Function in socially responsible way without

sacrificing revenue and innovation

Four Steps To Promote Social Change

1. Establish Social Mission More than balance sheet Truer compass Built into mission statement Not writing cheques

1. Establish Social Mission Social responsibility deeper “To create a more just and celebrated

multicultural world for our next generation.” Weave social responsibility throughout Not perfect Try our best Our product. Our people. Our Partnerships.

2. Keep Mission Aligned

Consider what you’re selling Is it good for the world? Is it ethical? Profit without turning back on mission Balancing books and mission greatest challenge

and greatest achievement

3. Build Community

Change not easy Cannot be done alone Partnerships achieve more

3. Build Community

Community – stakeholders, like-minded companies

Connect and support companies and organizations with similar values and ideals

Customers greatest evangelists Social media - voices heard

4. Don’t Forget Your Team Living breathing representation of company and

imission Choose wisely Company culture matters Strong commitment Foster mission

Remember

Great products or services Amazing community partners Incredible company culture and teamwork Stay true to mission More than profit to influence decisions

Thank You!