The world has become a global village. No country can survive alone. They need each other’s help to survive in the global world because no one is sufficient in its resources. This has opened the doors for global trading. Initially, entrepreneurs used to think that the English language is enough for penetrating foreign markets. Research has shown that people tend to buy products and services that are in their language so many global companies try to translate their websites in different languages but in the global world, translation is not enough. Each country has its own culture. Consumer behavior is shaped by their cultures. Localization plays its part here. With the help of localization websites, products and services are translated as per cultural and regional nuances. Apart from the translation of material, layouts, images, graphics, date, and time are also altered according to the region’s culture. The world is the mosaic of values, beliefs, and traditions. All these elements make up the local culture. Human history defines the conflict between various cultures. When different cultures meet, it results in ambiguities and unrest. Many global companies try to target local markets to seek information and economic benefits. Here comes the glocalization in the picture. It is the solution to many globalization problems.
What is Glocalization
The word glocalization is the combination of global and local. The global world is a stable place that is integrated so the glocalization helps to protect the civilization and culture of nations. The amalgamation of business and glocalization started in Japan during the 1980s. The manifestation of glocalization is resonating the global product that can fit the local market. In the era of 2000, this term had become a buzzword, Many companies that want to go global opt for glocalization.
If you have a global product that you want to sell in the local market then what is the best way to convince local customers to buy your product? Would you alter your product according to consumer’s tastes and preferences? The best way to make your mark in foreign markets is to customize your products and services as per the socio-cultural preferences of the target market.
McDonald’s is the best user of glocalization. McDonald’s stores that are operating in 100 countries have done their branding according to local cuisine and dietary requirements. In India, McDonald’s is offering chicken, lamb, and vegetarian dishes because Hindus don’t eat beef.
Glocalization is not an easy task. Global companies face many problems in portraying their products in the local market after checking their potential. For example, When Wal-Mart opened its stores in Germany, the custom of store signature had a very bad impact on customers. Many Germans were disappointed by obliging customer service.
Glocalization and How it Works
Glocalization is the best option for businesses that are decentralized and companies that are working in different cultural setups. Investing in glocalization is a very rational decision and it pays dividends later on. It gives opportunities to companies to penetrate into different markets. Furthermore, it helps different countries to compete effectively in fierce competition. Glocalization and international business have a great impact on each other.
In this era of digitalization, glocalization holds great importance and it is predicted that with glocalization, economies, cultures, and local customers will gain great power. It also helps companies to translate their products and services in the language that the audience understands. At the same time, the products and services of the company should resonate with the local culture too.
- The local events impact the global market in the same way as global events affect the local market. The local and global markets are integrated. For example, the countries that are suffering more from COVID-19 will not be able to supply resources for the manufacturing of the products for some time. When there is any political disturbance on a global level, prices of petroleum products also increase in the oil and gas exporting countries.
- The global companies market their products and services in the local market according to locale nuance. Locale nuance helps to resonate with the products and services as per the inherent values and perceptions. Glocalization is needed for all target markets.
- Globalism helps the products and services to be part of the global and local markets simultaneously. The customers are inquisitive to know whether the brand of the company understands them and whether they can meet their requirements as per their local preferences.
There is no impact of translation if it does not resonate with culture. Many global companies are taking the assistance of professional translation companies. These translation companies have a team of native translators that reside in local vicinities and provide robust translation solutions that fulfill the requirement of local and global clients. If you need localization services, CCJK is a reliable option. Contact us for further details!