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

Multicultural targeting is every global brand's dream. The market research firm Fresh Intelligence has developed a "Glocalization Score" to measure values of global brands in six countries.

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

Olga Churkina and Corrine SandlerFresh Intelligence Research Corp., Canada


'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...

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