To understand the term “glocalization,” think about the two words it combines… global and local. Glocalization describes a product or service that is developed globally, but adapted locally in order to accommodate the consumers particular to each local market. The products or services of an online business are tailored to conform to local laws, customs, culture, and consumer preferences. Services that are effectively “glocalized” are of much greater interest and utility to local customers, and as such, are significantly more marketable.
Yahoo! is an example of a company that practices glocalization. It markets a portal that is viewed worldwide. But it offers multiple distinct versions of its website and services, customizing content and language to appeal to individuals who live in some 25 different countries, including China, Russia and Canada.
An ever-increasing number of businesses are developing their own version of glocalization in an effort to build their customer bases and increase sales. VIPdesk.com is an example. They describe the “glocalization” of their services as “international coverage and presence combined with local expertise.” For example, VIP Desk hires a local home-based professionals to perform web-based Concierge Services for clients visiting the area. The local expert responds to requests for information, guidance, and assistance with localized tasks such as restaurant reservations, transportation services or tickets to shows or events.
VIP Desk currently offers a customized local version of global services in 20 market areas: Atlanta, Baltimore, Boston, Charlotte, Dallas, Denver, Detroit, Houston, Los Angeles, Miami, New York, Philadelphia, Phoenix, Portland, Salt Lake City, San Diego, San Francisco, Seattle, St. Louis and Toronto, Canada.
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