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This video begins to introduce the concept of ‘glocalisation’, a term coined that describes the efforts of an organisation who “[develops and distributes a product or service] globally, but [also adjusts it] to accommodate the user or consumer in a local market” (Investopedia, 2020). This concept sums up the intentions of McDonald’s who want to be present in all possible countries for business reasons to generate profit, but know that to maximise that profit they must cede some control on aspects of the running of the business, an example being the marketing which was mentioned by Professor Lynch in the video.
The phrase mentioned by Professor Lynch ‘global must be made and delivered local’ encompasses the compromise which is made when a global organisation adapts their offering to appeal to local customers, this approach allows local customers to take part and be attracted by McDonald’s overall international marketing and brand strategy, yet still feel comfortable enough to feel at home and not as if it is again a wave of a foreign organisation imposing their culture of countries around the world. This meeting at the middle of McDonald’s overall international strategy and local accommodations has positive implications as both customer and company are happy and their expectations met.
To the group, is a form of ‘glocalisation’ necessary for organisations to conquer to the world in a similar fashion to McDonald’s? Are their organisations who have done so without conforming to local norms?