THINK GLOBAL, ACT LOCAL

(GLOCAL)PROF.DR.AUNG

TUN THET

REMEMBER

I am only One,

But I am One.

I cannot do everything,

But I can do something.

And I will not let what I cannot do,

Interfere with what I can do!

‘THINK GLOBAL, ACT LOCAL’ Different meanings

Socially and environmentally conscious

‘THINK GLOBAL, ACT LOCAL’ World as integrated whole

Improvement depends on aggregate of small individual actions

GLOCAL

Concept with high importance

Corporations, government officials, education system, and local communities

GLOCAL

Consider health of entire planet

Take action in own communities and cities

“Grass-root” efforts

THINK GLOBAL, ACT LOCAL Planning

Environment

Education

Business

GLOCAL

Thinking “big”

Conducting day-to-day operations giving consideration to local clientele

 

GLOCAL

Consider impact on environment

3 Rs: “Recycle; Reuse; Reduce”

Think 'green'

GLOCAL

Embrace technology

Expand into new markets

Online e-commerce

Reach outside traditional market

Opportunity in marketplace

 

GLOCAL

Conducting social responsible business

Sustainable, long-term growth

Cause marketing

Social audits

Sustainable development

Think 'big' AND acting responsibly

 

GLOCAL

Adding new products or services

Embracing new ideas and new applications

World become 'smaller' - where you sell; where you source ideas

 

GLOCAL

Think outside of local market

Satisfying wants and needs of bigger market

Satisfy customers while providing maximum opportunity for profit

“Juggling”

Business grow and develop

GLOCALIZATION

GLOCALIZATION

Global - body of octopus

“Touch down” to local surfaces by legs

EDUCATION

Response to rapidly evolving global environment

Incorporating glocal perspective

“Meaningful integration of local and global forces”

GLOCALIZATION OF EDUCATION Educational leaders performing duties within global society

Taking advantage of instructional resources

Increasingly interconnected world

Compete and work on international scale

MEDIA

Making connections on international scale

Impact on local stage

Internet use

Encouraging local social cohesion and community engagement

MEDIA

Social interaction

Collective communication

“The World is Flat”

SOCIAL WELFARE

Protection against more negative effects of globalization

Enhance welfare of citizens

Create new social actors and structures - “local in spirit but global in character”

Common set of solutions to increasing global pressures

ACHIEVING ‘GLOCAL’ SUCCESS

BUSINESSES

Adopt organizational approach

Clear global strategic direction

Flexibility to adapt to local opportunities and requirements

BUSINESSES

Put yourself in customer’s shoes

Close understanding of customers

Respect local cultures

Develop relevant promotional strategy

GLOCALIZATION

Globalization + Localization

Adaptation of product or service to each locality or culture

THINK GLOBAL, ACT LOCAL Approach used by nearly every successful international brand

Every area of sales and marketing - product features, packaging, pricing, message, sales channels, etc. 

Marketing of brands internationally while remaining relevant to local market

GLOCALIZATION McDonald's restaurants worldwide

Menu changes to appeal to local tastes

‘Kimchi’ burger in Korea

‘Maharaja’ Mac in India

‘McSushi’ burger in Japan

FRANCHISE

RED BULL

Global energy drink brand

Chinese market - Red symbol of good luck and Gold symbol for wealth and happiness

THINK GLOBAL, ACT LOCAL Marketing principle

Selling nationally (global strategy) while adapting tactical approach to local market (local approach)

BUSINESSES

Big and small

Scale and resources of powerhouse

Speed, creativity and agility of fresh startup

Four dimensions

1. BUILDING SHARED VISION  Clear and consistent long-term mission

Guides individuals

Employees understand and accept company’s stated goals and objectives

1. BUILDING SHARED VISION  Johnson & Johnson’s - “Customer focus”

Coca-Cola’s – “Refresh the world”

Nestlé’s – “Reference for nutrition, health and wellness”

Samsung’s - “Create superior products and services, thereby contributing to a better global society”

2. BROADENING PERSPECTIVES Development of cooperative mindset

Effective implementation of strategies

Direct responsibility for implementation

Reward for cooperation 

2. BROADENING PERSPECTIVES Management participate fully in process of change

Education and information

Management meetings

2.BROADENING PERSPECTIVES Avoid problems of duplication of effort, inefficiency and resistance to ideas

Latitude, encouragement and tools to pursue local development

2. BROADENING PERSPECTIVES Local unit

Source of ideas, skills, capabilities and knowledge for benefit of entire organization

Contribution and partnership in development and execution of strategies

Centers of excellence

3. CAPABLE MANAGERS 

Decision-making autonomy

Entrepreneurial initiative

 

3. CAPABLE MANAGERS 

Diverse skills

Government relations

Managing entrepreneurial teamwork

Wear many hats

3. CAPABLE MANAGERS 

Human factor critical

Understand corporate culture

Meet long-term objectives and optimal for local market

4. INTERNAL COOPERATION 

Intellectual capital within organization

Transmit ideas and information

Free flow of information across organizational boundaries

Updates about changes in competitive environment

4. INTERNAL COOPERATION 

Recruitment and teaching of future leaders

Mentors and coaches for younger managers

Joint value identification for firm and employees

FOUR WAYS TO BE SOCIALLY RESPONSIBLE

AND PROSPEROUS

ENTREPRENEURS & SMALL BUSINESSES Lifeblood of today’s economy

Make impact

Nimble without red tape and bureaucracy

ENTREPRENEURS & SMALL BUSINESSES Creating innovative products & services

Influencing society

“… benefit society and shareholders.”

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 to guide them

Truer compass

Built into mission statement

1. ESTABLISH SOCIAL MISSION Social responsibility

Create just and celebrated world for next generation

Weave social responsibility throughout our company

1. ESTABLISH SOCIAL MISSION1. Three key areas:

2. Our Product

3. Our People

4. Our Partnerships

2.KEEP MISSION ALIGNED

What are you selling?

Good for the world?

Is it ethical?

2.KEEP MISSION ALIGNED

Turn profit without turning back on mission

Balancing books and mission greatest challenge

Greatest achievement

3. BUILD COMMUNITY

Around goods and services

Partnerships achieve more

Customers greatest evangelists

4. DON’T FORGET TEAM

Living & breathing

Choose wisely

Companies - groups of people

Company culture matters

Strong commitment

THINK GLOBAL, ACT LOCAL NOT ENOUGH

GLOCAL

Prepare businesses for sustained, long-term profitable growth

“Think Holistic, Act Personal”

LOCAL VS. PERSONAL

Response to change, challenge, and status quo

Addressing individual concerns and aspirations of stakeholders

Deliver “happiness” with each experience

Address specific human needs

Saving our planet,

Lifting people out of poverty

Advancing economic growth...

These are one and the same fight

Solutions to one problem must be solutions for all!