Glocalization

Glocalization, a neologism and contraction of globalization and localization, entails one or both of the following:

• The creation of products or services intended for the global market, but customized to suit the local culture.
• Using electronic communications technologies, such as the Internet, to provide local services on a global (or potentially global) basis. Craigslist and Meetup are examples of web applications that have glocalized their approach.

Glocalization as a term, though originating in the 1980s from within Japanese business practices, was first popularized in the English-speaking world by the British sociologist Roland Robertson in the 1990s.

See also

• Internationalization and localization