Glocalization in China Case Solution
When a product or service is developed and distributed globally, it is in accordance with the accommodating consumers of the local market. This combination of globalization and localization instigates Glocalization. Glocalization means that the product or service a company is leveraging involves customer preference, local laws and customs. The definition of localization focuses greater interest of the end users for the product or services.
According to Ronald Robertson, one the discoverers of the study of globalization, the history of Globalization roots back to the late 1990s. Moreover, he believed that modernization has not contributed in promoting globalization in the businesses; it has originated in the 1980s. For the evidence, he referred to “Levitt (1983)” in which, he defined globalization, as the companies need to operate their businesses with the growing market growth and capacity of the world, which is beyond the regional and national contradictories. Levitt further argued that if the companies do not adopt to expand globally, they will remain behind the companies that have adopted global expansion.
In contrast, Jeannet and Hennessey (1992) worked on the same study and brought the argument against it. According to them, the global strategy has many restrictions in its way. Many factors like industrial conditions, legal restrictions, market characteristics, and market institutions are obstacles to the global strategy, if a business adopts this strategy. Consequently, these discussions responded in the form of processing Glocalization. Robert Ronaldo, in twentieth century, designed framework to merge globalization with the localization. This concept will stimulate the twin process, which involves mechanisms of macro-localization and micro-globalization.
The idea of the management of society and the economy globally processes voluntary trade of the integration of economy, which has not initiated with the globalization experience of the very short time. Dissimilar to the globalization, which has taken many years to develop, glocalization has emerged through classic economic thinking along integration of effective economy, which is based upon the market. In history, different economic integrations have taken place that has broken into periods of de-globalization. Hence, it portrays possibility of the alternative to enhance glocalization in the businesses.
Ronald also investigated the ramification of glocalization instead of globalization and the claim of homogeneity culture exists under the command of globalization. Despite the rise in the contradiction of intercultural throughout the world, Ronald's believe was on the non-united culture of the human. The reason behind the philosophy was that in glocalization, the influences and contradictions were selection, processing, and consumption of the goods and services according to the need of the culture and preferences, taste, and social differences of the consumers. However, Ronald briefly explained the term glocalization as the development of twin process homogenization and heterogenization that coexists in the culture of a modern economy. He further evolved the term glocalization for the local culture of an economy, which defines the meaning of global influence. Therefore, these are independent and enable each other in the market outside the origin country.
The history of Glocalization in China emerged with the history of Glocalization in other countries among the 1980s to 1990s. Moreover, international firms are considered as the backbone of the Public Relation companies in China. Initially, Hill & Knowlton, which was among largest companies of the world, entered China in 1984. Later on, Burson-Marsteller, which was also one of the international leading firms, crossed the threshold in 1985 via a partnership with a Chinese organization called Xinhua. This partnership led towards the foundation of first local Public Relation Company in China. Moreover, another Sino-foreign Public Relation company was established in 1993, which was acquired by Edelman in 1993..................
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