Question

Thirst, a beverage manufacturer, markets its products using the same strategy worldwide. However, the ethnicity contained in their ads and the music used in jingles change according to the place. This is an example of _____.

Answer 1

Answer:

Glocalisation

Explanation:

Thirst, a beverage manufacturer is involved in glocalisation by marketing its products using the same strategy globally. However, the ethnicity contained in their ads and the music used in jingles change according to the place. This is to say that they make use of ads which is particular to a specific location taking their culture and language into consideration.

The term "glocalization" was coined by sociologist Roland Robertson in the Harvard Business Review, in 1980.

Glocalization is a combination of the words "globalization" and "localization".

Glocalization is used to describe the ability of a product or service that is developed and distributed worldwide to adjust and accommodate the consumer in a local market.

Consumers in the local market have different taste and preference. Glocalisation is the ability of a product sold globally to fit into the local market at different places. It is an expensive process but firms usually make more benefits from practicing glocalisation.