Glocalization - a Measure of Global Brands: Adaptation to Local Cultures

Olga Churkina and Corrine Sandler
Fresh Intelligence Research Corp., Canada

INTRODUCTION

'Local character’ is thus no mere accidental old-world quaintness, as its mimics think and say. It is attained only in the course of adequate grasp and treatment of the whole environment, and in active sympathy with the essential and characteristic life of the place concerned. Patrick Geddes, 1915, Cities in Evolution

The original phrase “Think Global, Act Local” has been attributed to town planner and social activist Patrick Geddesal almost a century ago. We all are excited to live in a fast-moving and fantastic global village, full of colors and tastes from all over the world; but in reality, most of the time we physically live and act within our local environment. We go to our local convenience store to buy food for our weekend breakfast, go to a local bar to have a beer with friends and often run to a local fast food outlet to grab a bite for lunch. The brands we buy, however, are often global.