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The Glocal Strategy Of Global Brands

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Author Info

  • Luigi Dumitrescu

    (Lucian Blaga Unversity of Sibiu)

  • Simona Vinerean

    (Lucian Blaga Unversity of Sibiu)

Abstract

A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in mass marketing communication programs. With their centralized decision making, most companies simply stopped having a connection with the new global marketplace and neglected its emergence. Hence, the influence of local characteristics arose, and with that a new term that encapsulates the global and the local – glocal. “Glocalization” encourages companies to “think global, act local”, and they could do so by using the global brand, while localizing certain elements of that brand in order to suit a particular country.

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Bibliographic Info

Article provided by Lucian Blaga University of Sibiu, Faculty of Economic Sciences in its journal Studies in Business and Economics.

Volume (Year): 5 (2010)
Issue (Month): 3 (December)
Pages: 147-155

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Handle: RePEc:blg:journl:v:5:y:2010:i:3:p:147-155

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Postal: Lucian Blaga University of Sibiu, Faculty of Economic Sciences Dumbravii Avenue, No 17, postal code 550324, Sibiu, Romania
Phone: 004 0269 210375
Fax: 004 0269 210375
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Web page: http://economice.ulbsibiu.ro/
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Related research

Keywords: global brands; globalization; glocal strategy; glocal marketing;

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