Digesting glocal: A feminine perspective

Jill Jefferis, Brisa Cristina Correa de Araujo and María Barrera Moreno

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Setting the stage

Global business and intercultural integration

In a globalized world, corporations interested in expanding their businesses to foreign markets should realize the urgency of understanding local cultures and their variety of traditions in order to become successful, providing products and services that will actually connect with their consumers' reality. Following this principle, the concept of glocalization was coined for acknowledging the importance of having a global strategy approach with local adaptations and tailoring of business activities (Svensson, 2001). To engage with local audiences, companies first need to build intercultural competences through the communication bonds...

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