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Please help improve it by rewriting it in an encyclopedic style. (February 2015). Glocalization (a portmanteau of globalization and localization) is a term that describes the adaptation of international products around the particularities of a local culture in which they are sold.The term first appeared in a late 1980s publication of the Harvard Business Review.localization can also involve the use of culturally friendly media to encourage the acceptance of foreign products among a local audience.
Glocalization's goal is to ensure a globalized world is a stable and integrated place, while also protecting the cultural heritage of local areas. On the next page, we'll explore the business-world origins of the word, and some of the ways corporations glocalize their global product to match the local market.ajor oil and communications companies boast greater bank holdings than many countries' gross national products and command global political influence. Yet the world is still a vast mosaic of traditions, societies, values and beliefs -- all the elements that make up local culture.