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Finn, John C. "Glocalization connecting glocalization to local Cuban musicians and their music /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4519.
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Thesis (M.A.)--University of Missouri-Columbia, 2006.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on April 17, 2009) Includes bibliographical references.
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KOLMAKOVA, LIUBOV. "Glocalization Marketing Strategy of Mc Donald’s Case Study: Turkey." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-224934.
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Kolmakova, Liubov. "Glocalization Marketing Strategy of Mc Donald's Case Study: Turkey." Thesis, KTH, Industriell Marknadsföring och Entreprenörskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-209813.
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Globalization is spreading worldwide and it is coming together with its norms. These norms are not appreciated worldwide and there are many nations which have significant populations that are opposed to globalization and its norms. Mc Donald’s is a multinational corporation, it is entering and expanding into different markets as a result of globalization. Nevertheless, this should not indicate that it is an easy goal to spread worldwide for Mc Donald’s due to the anti-globalization movements. Hence, Mc Donald’s developed the concept of “think global, act local” which is highly related to glocalization marketing strategy. Mc Donald’s is using local assets, local services, local goods and even the company is producing special products for each country as a results of the glocalization marketing strategy. Turkey has a unique culture between the East and the West and it is one of the countries in which Mc Donald’s have significant growth in the last 15 years. Mc Donald’s has a specific menu for Turkey and there are many products which are actually glocalized. As a matter of fact, this work focuses on the glocalization marketing strategy of Mc Donald’s in Turkey.
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Ороховська, Людмила Анатоліївна. "Процеси вестернізації та глокалізації в контексті глобалізації." Thesis, Національний авіаційний університет, 2019. https://er.nau.edu.ua/handle/NAU/53096.
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Глобалізація, починаючи з останньої чверті ХХ ст., проявляється у
єдиному економічному просторі, Інтернеті, телебаченні, відкритих
кордонах європейської зони співробітництва, туризмі й т. д. Між тим,
глобальні процеси мають багато протиріч і супроводжуються процесами
вестернізації, фрагментації, локалізації, культурними конфліктами,
національними проблемами.The article deals with the problem of westernization and glocalization in intercultural society States policy of multiculturalism. The processes of globalization, accompanied by migration and the clash of cultures, actualize the problem of control over the media medium in order to prevent fire and interethnic conflicts.
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Ороховська, Людмила Анатоліївна. "Процеси вестернізації та глокалізації в контексті глобалізації." Thesis, Національний авіаційний університет, 2019. http://er.nau.edu.ua/handle/NAU/42498.
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Глобалізація, починаючи з останньої чверті ХХ ст., проявляється у
єдиному економічному просторі, Інтернеті, телебаченні, відкритих
кордонах європейської зони співробітництва, туризмі й т. д. Між тим,
глобальні процеси мають багато протиріч і супроводжуються процесами
вестернізації, фрагментації, локалізації, культурними конфліктами,
національними проблемами.The article deals with the problem of westernization and glocalization in intercultural society States policy of multiculturalism. The processes of globalization, accompanied by migration and the clash of cultures, actualize the problem of control over the media medium in order to prevent fire and interethnic conflicts.
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Johnson, Casey Michelle. "Virginia Hip Hop and Place." Thesis, Virginia Tech, 2009. http://hdl.handle.net/10919/35313.
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Despite its continued importance in the maintenance of black identity, hip hop has become a global phenomena popular among all races. In this age of mass cultural exchange, hip hop culture itself endures glocalization, that is it serves the global market, but becomes customized to suit the local culture. Where hip hop was orginally confined to specfic boroughs In New York, hip hop artists are now composing from their own local thresholds in regions all over the United States and worldwide. Virginia USA is a region that is increasingly thriving in regards to hip hop artists, fan base, and lifestyles. The hip hop identities found in Virginia are a product of Virginia's situatedness in the broader hip hop landscape. This study will shed light on the connections among music, place, and identity and specfically delve into Virginia's situatedness between the East Coast and Southern rap sub genres as they relate to Virginia's place based identity.Master of Science
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Černo, Lukáš. "Localizing reactions to globalization among Czech beer consumers and their relation to the phenomenon of identity crisis." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124546.
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The goal of this thesis is to define what globalization is, how the people across the world react to it based on their local context, how the reactions change under the conditions of economic crises and finally how the reactions are reflected in consumption. I answer these goals both from the theoretical and practical perspective. Based on my review of theory I define globalization (1) in economic terms as a recurring phenomenon related to changing power structures of world economy when new economic centers emerge and (2) in cultural terms as localized human experience determined by both one's worldview and one's local circumstances. I further hypothesize that the worldview underlying this localized experience changes during economic crises from modernism to traditionalism and postmodernism. Since Consumption then reflects our worldview in a culturally specific way. In the practical part I further test these findings through a netnographic study focused on Czech beer enthusiasts. The key finding is that the beer enthusiasts express a need to return to traditional brewing methods. However, there appears to be no correlation between economic crisis and the emergence of traditionalism among beer enthusiasts but rather the traditionalism erupst due to clash between modernist worldview of beer enthusiasts and perceived destruction of beer industry by capitalism. Finally, the traditionalism doesn't seem to be replacing modernist worldview of beer enthusiasts but rather serves as a resource for this worldview.
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McMonagle, Susannah Kimberly. "Advertising Producers' Localization of Global Brands: Glocalization, Storytelling, and Audience Construction." Diss., Temple University Libraries, 2016. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/414827.
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Media & CommunicationPh.D.
The purpose of this dissertation is to 1) critically explore how contemporary advertisers are operating within a glocal framework to diffuse product information and branding to diverse, distant consumers; and 2) to assess the implications of these processes for consumer-audiences. This project explores what approaches global advertising producers utilize to distribute product information and branding to local audiences, how these processes then impact and shape the creation and diffusion advertising campaigns, and lastly, how do those processes impact the way advertisers imagine and target their audiences. The findings of this study shed light on how advertising producers imagine their work, their role within that work, and the audiences who consume their products. This project uncovers how the processes of global information diffusion impact partnerships between “headquarters” and local offices, the way in which messages are adapted and localized for various audiences, how these messages are extolled around the world, and conversely, what messages, stories, or cultural values might be minimized or lost as a result of this current environment. This project draws upon in-depth interviews with advertising professionals and other global stakeholders, as well as on industry trade reports, press articles, and academic research. Interviews were conducted with global stakeholders at Airbnb, Campbell Soup, and Under Armour. In addition to conducting in-depth interviews as a methodological approach, this dissertation engages with a case study logic as a way of understanding the context within which global advertisers localize global brands. Furthermore, employing a multiple-case study approach allowed me to compare and contrast processes and implications between and amongst this trio of brands and various global producers, balancing the intricacies of a single organization with larger themes and trends in industrial production. Themes related to the glocal framework emerged that spoke to the complex processes that global producers must navigate in order to do work on a global scale. These themes, the Global Mindset, which considers how producers conceptualize their role and their work; the Global Story, which explores how producers tell global stories to their consumers (and to themselves); and the Global Consumer, which illuminates the undercarriage of the delicate relationship between producers and consumers; have significant implications because understanding global production processes helps to explain under what context campaigns were conceptualized, how decisions were made, and why certain campaigns are more culturally relevant to local audiences. Beyond this, these findings shed light on the nuances of global brand diffusion pointing to larger trends in glocal advertising, and more broadly, the future of advertising on a global scale.
Temple University--Theses
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Baijal, Shwetika. "Glocalization in contemporary India: a case study of urban middle class youth." Thesis, Boston University, 2009. https://hdl.handle.net/2144/27580.
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Thesis (B.A.)--Boston University. University Professors Program Senior theses.PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you.
2031-01-02
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Hampton, Keith N. "Living the wired life in the wired suburb, netville, glocalization and civil society." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2001. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp05/NQ63789.pdf.
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Lord, Laura. "Dialectical tensions between glocalization and grobalization for Wal-Mart in the United States." Master's thesis, University of Central Florida, 2010. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/4561.
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This qualitative analysis examines Wal-Mart managers' perspectives of the strategies that the U.S. corporation has implemented in order to increase its sales and profits at more than 4,000 stores in local U.S. communities. Two theoretical paradigms are specifically used: glocalization and grobalization. The former refers to cultural adaptation; the latter means standardization. The ultimate goal of the researcher is to identify the dialectical tensions between those two current forms of globalization. In-depth, face-to-face, qualitative interviewing of ten Wal-Mart managers in Central Florida allowed the researcher to actually comprehend managers' perspectives, gather fresh data, and construct a final product to enlighten readers on the current Wal-Martization of the United States. Throughout the data reduction process, four key themes surfaced as the most relevant to the initial research questions: (1) Awareness of Glocalization as Key to Success, (2) Grobalization Strategies Implemented, (3) Centralization as a Pattern of Grobalization, and (4) Organizational Socialization. Overall, it was found that Wal-Martization is a process that requires complex strategies and efforts to match the contemporary conditions of globalization. Meeting the needs of local Wal-Mart stores varies from one geographical location to the next. While, by definition, grobalization is a reversal of the meaning of glocalization, this study has revealed that part of Wal-Mart's phenomenal success is to be both grobalizing and glocalizing. Wal-Mart offers its customers the opportunity of consuming locally (e.g., Hispanic products, Mediterranean food), globally (e.g., universal U.S. merchandise), or both simultaneously (like products and traditions found in Orlando stores). In this sense, both glocalization and grobalization are effective for the successful Wal-Martization of U.S. communities.ID: 029049969; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Thesis (M.A.)--University of Central Florida, 2010.; Includes bibliographical references (p. 100-111).
M.A.
Masters
Nicholson School of Communication
Sciences
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Wagner, Jesse Harold. "Cultural Hybridization, Glocalization and American Soccer Supporters: The Case of the Timbers Army." PDXScholar, 2012. https://pdxscholar.library.pdx.edu/open_access_etds/937.
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Soccer has a global reach and is entrenched in the lives of millions of people throughout the world, but the culture surrounding it is not as strong and never has been in the United States. Nonetheless, there is a recent emergence of American supporters groups that exhibit characteristics similar to those outside of the US. This ethnographic study focuses on one such group, the Timbers Army, to explore how they construct their own unique supporter identity and to understand how participants come to see the group relative to their understanding of the world at local and global levels. To explore this, this work employs globalization theory, in particular that of cultural hybridization and glocalization. In turn, through an iterative, grounded theory approach, the findings elucidate key concepts related to these theories. Briefly, the findings show how the Timbers Army's particular identity is constructed through multiple influences including an attachment to the city of Portland, a fierce regional rivalry, national references and recognition, and an awareness of and interaction with the global socio-cultural institution of soccer. This work is the first to acknowledge the burgeoning movement of American soccer supporters and provides a starting point for further inquiry into groups that exhibit both a strong local attachment and an outward looking global perspective.
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Charalambous-Papamiltiades, Maria. "Sport marketing in Cyprus : the dynamics of the sport sponsorship context : emergence, development and management practices in the football industry." Thesis, Loughborough University, 2013. https://dspace.lboro.ac.uk/2134/13436.
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This thesis investigates the underlying mechanisms and processes that shape sport sponsorship in Cyprus. A systematic review of the international sport sponsorship literature (1980-2009) is undertaken and used as the guide for the qualitative empirical study concentrating on football sponsorship activity undertaken in Cyprus as a developing sport sponsorship market. The systematic review reveals sponsorship management structures, practices, tendencies, and models adopted at a range of national settings, and discloses contrasts that exist in different contexts. The findings of the systematic review highlight the management practices employed by sponsors, such as their motives, decision-making practices, activation and leveraging initiatives, objectives, and evaluation processes. With regard to the empirical investigation, sponsorship activity is viewed and interpreted within the broader social and cultural context in which it takes place. The analysis of the findings is informed by critical realism paradigm, so that the underlying causal mechanisms and structures shaping (or influencing) sponsorship activity in Cyprus are identified and discussed. Specifically, the findings of study, which focused on the top division of the national professional league, revealed the existence of a sponsorship continuum involving four significantly different sponsorship approaches, ranging from purely philanthropic to heavily rational and commercial. Interestingly, the study revealed the interdependence of global and local processes within the sponsorship-related practices, suggesting that sponsorship arrangements in this specific context are marked culturally by processes of glocalisation. Such processes appeared to be vividly expressed in sponsorship-related projects in Cyprus, and involved an amalgamation of several local and cultural factors such as a strong prevalence of localism, nationalism, political clientelism, and reliance on personal relations. Community pressures seemed to have a central role in sponsorship related decision-making, whilst sponsorship activity appeared also to be influenced by the structure of the sponsors industry, the organisational structure and corporate culture, as well as by the structure and local specificity of the football market in Cyprus. More specifically, competitive imbalance of the national league, politicisation of football, the level of competition within a particular industry, and centrality of authority and control (both organisational and cultural), are additional factors that appeared to impact sponsorship activity in the specific market.
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Galvez, Chelsea Michelle. "AUTHENTICALLY DISNEY, DISTINCTLY CHINESE: A CASE STUDY OF GLOCALIZATION THROUGH SHANGHAI DISNEYLAND’S BRAND NARRATIVE." CSUSB ScholarWorks, 2018. https://scholarworks.lib.csusb.edu/etd/662.
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In 2016, the Walt Disney Company launched Shanghai Disneyland--the company’s first theme park in mainland China. Entering mainland China poses significant political and cultural challenges for American companies. To address these challenges, Disney pursued a “glocalization” strategy -- it accounted for local norms and values in launching Shanghai Disneyland. This paper examines how Shanghai Disneyland constructed its brand narrative to negotiate tensions in this glocalization process. A semiotic analysis of two Shanghai Disneyland commercials illustrates the ways in which Disney tapped into culturally meaningful themes of harmonic balance and collective identity to produce the park’s brand narrative--“China’s Disneyland.” A thematic analysis also considers how Chinese citizens engaged with that brand narrative on the popular Chinese social network, Weibo. Citizens engaged with this brand narrative in ways that deviate somewhat from Disney’s messaging, such as by avoiding depictions of people in the park. Still, even these deviations aligned with and reinforced the cultural values in the “China’s Disneyland” brand narrative. The study underscores the importance strategically adjusting brand narratives for new markets and accounting for users’ engagement with those narratives.
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Goris, Michelle. "Adidas, the All Blacks, and Maori Culture: Globalization and the Reformation of Local Identities." Thesis, University of Oregon, 2013. http://hdl.handle.net/1794/13308.
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As corporations transcend international borders new questions arise concerning the formation of identities. This study looks at adidas advertising campaigns "Bonded by Blood" and "Of This Earth" and how they represent and commodify Māori culture. "The Making" of "Bonded by Blood" is the video component for that campaign. The "Of This Earth" file is the TV commercial from 2007. Furthermore, this study looked at whether or not these advertisements are in fact reaffirming already established stereotypes about indigeneity and "Otherness." This thesis is informed by Stuart Hall's article "The Spectacle of the Other" as well as works by other scholars who discuss ideologies of Otherness, globalization, glocalization, mobility, and corporate sports sponsorship. The posters of each campaign as well as the video components were analyzed through textual analysis. The results show that patterns of cultural appropriation and reaffirmation of stereotypes do occur in the posters and videos of those campaigns.
The two video components are included as supplementary files for this thesis.10000-01-01
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Roy, Enakshi. "The Indian Game Show Kaun Banega Crorepati in the context of Media Globalization and Glocalization." Ohio University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1306952304.
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Song, Hojin. "South Korean food and women in glocalization : a case study in the role of food media." Diss., University of Iowa, 2016. https://ir.uiowa.edu/etd/2146.
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This dissertation examines the ways in which food media—as publications, broadcasts, and blog postings and discussions with the theme of food—interact with Korean food culture and women’s understanding of their own lives. I analyze these relations within the framework of glocalization, which conceptualizes foreign and local influences as equal elements of change, and thus differs from a concept of globalization which might assume an unequal power relationship between Asia and the West. By analyzing the texts of a cookbook, baking blogs, and a television drama, I explore the relations between foreign and modern influences on traditional Korean food culture and the changing roles of women in the family and society from the 1990s to the 2010s. Through these case studies, I argue that food media reflect and concretize the meaning of traditional or national Korean food culture in its interaction with foreign and modern food cultures, domestic values of Korean women among different generations, and glamorized ideals of class culture and lifestyles. Using food media, Korean women discuss food culture and the lives of women, thereby allowing certain food media to become instructional texts and learning spaces. I argue that both food media and the Korean women who use food media negotiate, redefine, and educate Korean women about traditional and newer food culture, and a set of ideal roles for women.
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Andersson, Jenny, and Julia Borgvall. "Securing the global brand strategy : – global standardization or local adaptation." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13036.
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Master thesis in Business Administration, 15hp, School of Business and Economics, LinnaeusUniversity, Växjö, Marketing, 4FE02E, spring 2011 Authors: Jenny Andersson and Julia Borgvall Tutor: Engelbert Weiss Company contact person: Peter Samuelsson, Gunnebo AB Title: Securing the global brand strategy – global standardization or local adaptation Background: The infrastructure available today provides opportunities for companies allaround the world to transcend national boarders easily and to operate on the global market. During the preceding decades, brand management in the international environment hasbeen frequently discussed. The choice of a clear branding strategy and clear goals of what acompany wants to achieve is of great importance. Furthermore, companies that act in a globalenvironment need to decide upon whether to be standardized across these markets or to adaptto each specific market. Purpose: To reach an understanding of the factors influencing the choice of internationalbranding strategy by global standardization or local adaptation. Methodology: A case study has been used in this research in order to meet the purpose. Sincethis thesis is of a qualitative character the empirical data has been collected through semi-structured interviews within three respondent segments in the case organization: management,communication and sales. Conclusion: A conclusion drawn from this research is the importance of internalcommunication, when it comes to the formulation and implementation of brand strategies. - Factors influencing the decision of a global standardize brand strategy can be; the possibilityto become a strong global player, decreased expenses of marketing, economics of scale. - Factors influencing the decision of a local adaptation strategy can be; cultural differences,history and heritage, better knowledge of the local market. Suggestions for further research: Further research could be to conduct a more thoroughstudy with more respondents from different multinational companies and also to look at thecustomers' point of view.
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Lin, Ying-Chia Hazel. "Culture, technology, market, and transnational circulation of cultural products : the glocalization of EA digital games in Taiwan /." Thesis, Connect to this title online; UW restricted, 2006. http://hdl.handle.net/1773/6204.
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Haryati, Suci. "Lost and Found in the Age of Glocalization : A Framing Analysis of Indonesian Media in Reporting the SDGs." Thesis, Högskolan för lärande och kommunikation, Jönköping University, HLK, Medie- och kommunikationsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-47561.
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This is a study of how three national newspapers in Indonesia frame and build the frames of the Sustainable Development Goals (SDGs) reportage. Indonesia is one out of the 193 countries who signed the SDGs, which is a form of a globalization project. Using the Critical Discourse Analysis, several articles from Kompas, The Jakarta Post (the JP), and Media Indonesia (MI) are analyzed. By using Lecheller and de Vreese’s stages of framing model, findings of the CDA are then explained and put into the context of frame-building. CDA is also applied through interviewing the editors-in chief to apprehend the professional ideology of media institutions which influences the frame-building and the form of frames in the news. The study finds that frame in the news of the SDGs reportage in Kompas, MI, and the JP thematizing Indonesia’s achievements within three main themes namely gender equality, partnership, and environment. The introverted domestications with domestic outlook dominate the SDGs reportage. According to the editorial policy makers in the newspapers, the frame-building of frequent absence of the global outlook and extraverted domestication are influenced by the target readers (Kompas), reader’s occupation and limited human and financial resources (the JP), and the editorial policy of supporting the government (the JP and MI).
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Sondaal, Tiest M. "Institutional Change in an Age of Internationalization: Globalization and the Soccer Club." University of Cincinnati / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1326828861.
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Duca, Lorenzo <1997>. "Between adaptation and glocalization: facing the challenge of a globalized consumer. A case study on PlayStation and Nintendo’s marketing strategies." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/20362.
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Globalization has brought relevant changes in markets and has made consumers more sophisticated. Accordingly, the concept of consumer culture has become a pivotal matter and has drawn the attention of much research.
The aim of this thesis is to give a precise framework of global marketing strategies adopted by Nintendo and PlayStation and their strategy of positioning. The first part of the research addresses the problem of globalization in relation to consumer culture. The second part is an empirical research based on two models of advertisement’s analysis. The latest marketing campaigns by Nintendo and PlayStation have been inspected. Whether Nintendo marketing strategies resulted glocal with a moderate level of adaptation between cultures, PlayStation proposed itself as a company that tend to mainly standardize its advertisements. However, some aspects resulted to be more prone to adaptation for both firms. Conversely, the research discovered other elements are susceptible to standardization as one of the core elements used to make the brand recognizable.
To conclude, the research brought to the light the importance of culture and its consideration in marketing management. Not only the videogame market but also other industries can make a step forward, considering the relevance of cultural adaptation to enter new market niches.
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Ayitey, Kobina. "Exploring the Glocal Competence of Students Through the Global LeadershipCenter : A Qualitative Case Study on the Lived Experience of Graduates." Ohio University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1522961048449413.
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Muwanguzi, Samuel. "The glocalization and acculturation of HIV/AIDS: The role of communication in the control and prevention of the epidemic in Uganda." Thesis, University of North Texas, 2005. https://digital.library.unt.edu/ark:/67531/metadc4949/.
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Grounded in the social constructivism tradition, this study examined the role of communication in the glocalization and acculturation of HIV/AIDS by a section of sexually active Ugandans then living in Rakai district during the advent of the epidemic in 1982. Sixty-four women and men participated in ten focus group discussions in Rakai and Kampala districts. Five themes emerged from the data highlighting how individuals and communities made sense of the epidemic, the omnipresence of death, how they understood the HIV/AIDS campaign, and how they are currently coping with its backlash. The study concludes that HIV/AIDS is socially constructed and can be understood better from local perspectives rather than from a globalized view. The study emphasizes the integration of cultural idiosyncrasies in any health communication campaigns to realize behavioral change.
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Norman, David, and Johan Rappling. "Ett glokalt växelspel för ett multinationellt företag : En studie om branding-arbetet för Post-it på den nordiska marknaden." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-243319.
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Datum: 15/1/2015 Nivå: Kandidatuppsats 15 hp, Företagsekonomi C, HT 14 Författare: David Norman, Johan Rappling Handledare: Jukka Hohenthal Titel: Ett “glokalt” växelspel för ett multinationellt företag - En studie om branding- arbetet för Post-it på den nordiska marknaden Syfte: Syftet med denna studie är att visa hur branding-arbetet ser ut för ett globalt varumärke, ägt av ett multinationellt företag, på den nordiska marknaden samt till vilken grad marknadschefer för ett varumärke av denna typ är fria att lokalanpassa brandingen. Förhoppningen är att denna fallstudie ska fungera som ett komplement till rådande studier inom glokalisering. Teori: Uppsatsens teoretiska referensram består av erkända koncept inom marknadsföringsområdet såsom global branding, glokalisering och produktlivscykeln men även Hofstedes kulturella dimensioner. Metod: En kvalitativ fallstudie för det multinationella företaget 3Ms varumärke Post- it har utförts. Primärdata har samlats in genom ostrukturerade och semi-strukturerade djupintervjuer med personer med marknadsansvar över Post-it samt genom en dokumentstudie. Analysen har skett med ett analysverktyg skapat utifrån de teoretiska utgångspunkterna. Resultat: De lokala marknadsförarna för varumärket Post-it är relativt fria i branding- arbetet och lokala anpassningar förekommer i allra högsta grad. Standardisering förekommer också i form av bl.a. gemensamma kampanjer och hemsidor. Glokalisering är implementerat i Post-its varumärkesstrategier. Slutsats: Branding-arbetet anpassas relativt mycket lokalt i Norden och frihetsgraden är stor. Hofstedes dimensioner och produktlivscykeln kan till viss del förklara varför det empiriska resultatet som framkommit ser ut som det gör.
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Alves, Frederick Gomes. "A constituição disciplinar da história global e a superação de uma dicotomia no debate entre modernidade e pósmodernidade (1990-2010)." Universidade Federal de Goiás, 2017. http://repositorio.bc.ufg.br/tede/handle/tede/7398.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
This work aims to present global history as a subfield of history. It constituted itself in the three last decades incorporating the great issues of the final years of the twentieth century, and seeking to understand also the significance of the events of the 2000s. Therefore, the object of analysis is the global historiography produced between 1990 and 2010. The first chapter will seek to analyze a set of works of this trend in order to present his outlines: tasks, sources, methods, periodization and the strategies of narrative construction that capture and explain globalization; thus exposing thematic preferences of the authors. The second chapter asks about historiographical antecedents that led to the formation of this trend, and traces the history of the tension between cosmopolitanism and parochialism in several historiographical traditions, underlining the first’s suppression since the nineteenth century and its return in the second half of the twentieth century in the current of world history, from where global history emerges. The third chapter addresses the modernity/postmodernity debate documenting how it was present in the formation of global studies in the 1980s and of global history itself in the 1990s. By exposing the debate and analyzing its constitutive role in the trend of global history, it will be possible to show how the latter overcame the dichotomies of the first, incorporating: the critique of eurocentrism and of the nation-state – from postmodern thought; and fundamentally the metanarrative as the mode of writing the history of humanity – from modern thought. Thus this subfield of history recovers and actualizes a modern element through postmodern experience, the result of which is a global metanarrative, more prepared to face the dangers of Eurocentric and nation-state discourse, and more adequate to provide historical meaning in a globalized world.
Trata-se de apresentar a história global como um subcampo da ciência histórica. Ela se constituiu nas três últimas décadas, incorporando as grandes questões dos anos finais do século XX, e buscando compreender também o significado dos acontecimentos dos anos 2000. Portanto, o objeto de análise é a historiografia global produzida entre 1990 e 2010. O primeiro capítulo buscará analisar um conjunto de obras dessa corrente a fim de apresentar seus contornos: tarefas, fontes, métodos empregados, a periodização e as estratégias de construção narrativa que apreendem e explicam a globalização; expondo assim as preferências temáticas dos autores. O segundo capítulo pergunta pelos antecedentes historiográficos que levaram à formação dessa corrente, e traça a história da tensão entre cosmopolitismo e paroquialismo em diversas tradições historiográficas, sublinhando a supressão do primeiro desde o século XIX e seu retorno na segunda metade do século XX na corrente da história mundial, de onde a história global emerge. O terceiro capítulo aborda o debate modernidade/pós-modernidade, documentando como ele esteve presente na formação dos estudos globais, na década de 1980, e da própria história global, na década de 1990. Mediante a exposição do debate e a análise de seu papel constitutivo na corrente da história global, será possível evidenciar o modo como esta última superou as dicotomias do primeiro, incorporando: a crítica do eurocentrismo e do Estado-nação – do pensamento pós-moderno; e, fundamentalmente, a metanarrativa como modo de escrita da história da humanidade – do pensamento moderno. Assim, este subcampo da história recupera e atualiza um elemento moderno através da experiência pós-moderna, cujo resultado é uma metanarrativa global, mais preparada para enfrentar os perigos do discurso eurocêntrico e do Estado-nação, e mais adequada para fornecer sentido histórico num mundo globalizado.
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KHOURY, GEORGE SAMIR. "THE WORLD SOCIAL FORUM: A COMMUNICATION PLATEAU IN THE WORLD SOCIAL FORUM'S CHARTER OF PRINCIPLES." University of Cincinnati / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1195595566.
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Renström, Anna. "Moderna Tiders Ledarskap : Synen på kunskap, kropp och hälsa hos gruppträningsinstruktörer." Thesis, Umeå universitet, Pedagogiska institutionen, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-110174.
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This study focuses on leadership within the wellness and fitness context. The aim of this study was to describe and analyse Swedish group fitness instructors' views on training, health and body; and also to understand these views in terms of glocalization -the localisation of global ideas. Semi-structured interviews were conducted with six female instructors working with pre-choreographed group training concepts which originated in New Zealand and have spread through the golbal fitness community. The analysis used a theoretical framework based on Pronger's ideas about ”the technology of physical fitness” (2002). The results suggested that the instructors' views were consistent with the five texts that constitute ”the technology of fysical fitness” and that successful instructors have extensive knowledge of physiology, good communication skills and lively personalities. Overall, the instructors adapted the global pre-choreographed concepts to their local context and in balancing the ”inner” and ”outer” aspects of health they devoted less attention to body form and appearance.
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Håkansson, Amelie, and Fleur Josefin la. "Från norr till söder : En kvalitativ studie om projektdeltagares upplevelser av utbytet vid ett internationellt projekt." Thesis, Linnéuniversitetet, Institutionen för socialt arbete (SA), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75346.
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The aim of this study was to understand how project participants in a project between a Western country and an Africa country experience the exchange of knowledge and experiences. The study was conducted through qualitative semi-structured interviews with a hermeneutic approach. We interviewed nine participants from the project Tlokwe Inclusivity Disability Sector II, an international project between Växjö in Sweden and Potchefstroom in South Africa. Four of the interviews were conducted with participants from South Africa, and five of the interviews were conducted with participants from Sweden. The analysis of the material was based on previous research in the field and the theories of postcolonialism and indigenization. The result of the study shows that the participants from South Africa have received knowledge from Sweden that they have tried to adjust to their local conditions. The Swedish participants also feel that they have learned from this project, but a different kind of knowledge than the theoretical knowledge that they have conveyed to the South African participants. Cultural differences were central in all interviews, but although all participants that we have interviewed talked about these differences, it was not seen as a problem in the project.
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Mendes, Gigliese Aparecida. "O ESPAÇO DE MORAR E A ARQUITETURA MODERNISTA: REFLEXÕES A PARTIR DE IRATI – PR." UNIVERSIDADE ESTADUAL DE PONTA GROSSA, 2013. http://tede2.uepg.br/jspui/handle/prefix/615.
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Previous issue date: 2013-05-22The modernist architecture is strongly presented in the urban scenery of Irati-PR. Such movement arrived to this town from 1950`s, what indicates a certain temporal delay, considering that this movement was booming in 1920`s in large urban centers. The base of this research is the dialectic relationship between local and global scales, in order to show the ways that a globalized movement wields local influence, mixing to individuals` life and establishing a ‘glocal’ culture. The focus of this research is the modernist ‘living space’ in which are analyzed twelve single-familiy residences built from 1950’s to 1970’s, that was projected by Eduardo Posfaldo, a local professional that strongly presented lecorbusioan influence. In these are observed modernist architectonic elements, such as pans de verre, platibands and pilotis. The “living machine”, that was largely discussed in the modernist movement, has its space linked to practicality, and the beauty of its frontages is allied to the functionality of the interior rooms. Based on the analysis of these habitations, it is possible to establish that they follow a pattern in the distribution of the intern spaces, privileging the private spaces followed by the social ones. Furthermore, it was found singularities in the modernist architecture of Irati-Pr, such as the use of wood in frontage details, and the presence of integrated “professional spaces” in some cases.
A arquitetura modernista mostra-se bastante presente na paisagem urbana de Irati – PR. Tal movimento chegou à cidade a partir da década de 1950, ou seja, com um certo atraso temporal, tendo em vista que estava em alta na década de 1920 nos grandes centros urbanos. O eixo condutor da pesquisa é a dialética existente entre as escalas global e local, na tentativa de mostrar de que maneira um movimento globalizado exerce influência local, mesclando-se à vida dos indivíduos e estabelecendo uma cultura ‘glocal’. O foco da pesquisa é o ‘espaço de morar’ modernista, onde analisa-se doze residências unifamiliares, construídas entre as décadas de 1950 a 1970, projetadas por Eduardo Posfaldo, profissional local que detinha forte influência corbusierana. Nestas são observados elementos arquitetônicos característicos do modernismo, como os pans de verre, platibandas e pilotis. A ‘máquina de morar’, tão debatida durante o movimento modernista, tem seu espaço ligado à praticidade, de forma que a beleza das fachadas se alia à funcionalidade dos cômodos internos. A partir da análise destas habitações, constata-se que estas seguem um padrão na distribuição dos espaços internos, privilegiando-se os espaços íntimos seguidos dos espaços sociais. Além disso, são encontradas singularidades na arquitetura modernista de Irati - PR, como a utilização da madeira em detalhes nas fachadas e a presença de 'espaço profissional' integrado, em alguns casos.
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Diki, Mary Kristin. "The Internationalization of Higher Education: International Graduate Students' Perspectives on How to Enhance University Stakeholders' Glocal Competence." Ohio University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1596721422243909.
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DESSÌ, SILVIA. "Food, place, territorialization. From territory appreciation to successful businesses." Doctoral thesis, Università degli Studi di Cagliari, 2014. http://hdl.handle.net/11584/266550.
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During the last decades, the awareness of the bond between food and its territory of origin has grown, and food perceived to be local and traditional increased in its attractiveness. Aware of this scenario, the purpose of this dissertation is to explore in depth the phenomenon of place-based food: firstly, it aims for a better understanding of the concept of place-based food; secondly, the purpose is to study the territorial orientation of food companies, trying to understand how local and global food companies could interpret and employ in their strategy the link with territory.
This dissertation is composed of three essays, each with specific purposes. In Essay 1, we intend to improve the comprehension of place-based food concept, answering to the following central questions: What are the main characteristics of place-based foods? What reasons drive people to increase their attention to territoriality? What meanings do consumers attach to territorial food consumption? To pursue this threefold objective, we review the extant multidisciplinary literature related to food and place.
After this in-depth analysis of place-based food concept, in Essay 2 and 3 we investigate the territorial facet of food companies, thus exploring the relationship between food and place in an organizational point of view. Specifically, in Essay 2 we focus on local companies in order to verify the possibility to shift from the concept of terroir products to the concept of terroir organization. In particular, the research questions are as follows: How a local food company which serves typical and traditional products manages its linkage with the territory? What are the implications of the fact that the company itself shows a strong link with the territory of origin of the food products offered? To what extent does the connection among firm, food and territory influence the firm’s strategy? In contrast to Essay 2, in Essay 3 the purpose is to investigate how global companies have progressively changed their offer, paying increasing attention to the territorial dimension. What are the main factors that determine the new face of transnational companies? To what extent does the link between food and place influence their chosen strategies?
To explore these issues, both in Essay 2 and 3 we examine a case study based on qualitative inductive techniques. Specifically, in Essay 2 we analyze the case of MeC Puddu’s, a Sardinian restaurant deeply embedded in its territory of origin, which offers Sardinian traditional dishes in an
unusual fast-food way. In opposition, in Essay 3 we consider the case of McDonald’s that, over the past four years, has undertaken on the Italian market a process of developing Italian products by launching a new line of products based on Italian recipes and produced with certified Italian ingredients. These two cases illustrate two different ways to use territorial links in the firm strategy. Furthermore, they underline two reverse implications of the territorial orientation related to the mix between local and global elements. In this reference, MeC Puddu’s desire to become a global promoter of traditional products of its land can be considered as the opposite of the McDonald’s attempt to approach the Italian market via the McItaly line. Just as McDonald’s tries to replicate its corporate philosophy and symbols, while simultaneously catering for Italian preferences for food produced locally and nationally, MeC Puddu’s aims to reverse this process. The Sardinian fast-food aims to transmit and communicate the cultural and traditional aspect of its products and its place of provenance overcoming the regional boundaries.
The implications of this dissertation are both theoretical and practical. On a theoretical level, it contributes to a better understanding of the concept of place-based food, showing at the same time the need for further research to better understand the place-based food consumer. Additionally, the current work enlarges the study of the relationship between food and territory, by considering it in an organizational point of view, and contributes to the development of the glocalization literature, by underlining a new element to be considered in the balance between global and local forces. On a practical level, the dissertation offers valid support to marketing strategies to be implemented in the food sector, also emphasizing the potentiality of the adoption of a territorial orientation in firms’ strategies.
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Sedikova, Daria. "ComDev at Malmö University as a representation of “Digital for Development”. An example of a pioneer in distance-based learning." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23518.
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AbstractThe importance of technological progress is hard to downplay, and it becomes even moreobvious in the times of the crisis. The COVID-19 pandemic has been changing the normalflow of everyday life: a lot of countries have closed their borders, unnecessary travel isreduced to minimum, online grocery shopping breaks any possible records, we live withthe feeling of uncertainty what tomorrow may bring...But despite all that, life is goingon. Work processes have not stopped, on the opposite, “home office” has become the newnormal; universities still provide knowledge to students thanks to distance learning. Allkinds of technological tools help us keep different processes running – we areexperiencing a rapid turn to a more digital and sustainable future.Long before the coronavirus and its effect on the mankind in general, the Communicationfor Development programme at Malmö University (Malmö, Sweden) has demonstratedan example of the use of information and communication technologies in practice. Theprogramme has been running for almost 20 years already (September, 2020, marks its20th anniversary), and its distance learning format has been one of the main attractivefactors for students with other commitments, such as family, job, voluntary work, etc.More than that, an innovative and interdisciplinary nature of the programme has made itpossible for people from all around the world, with different backgrounds and lifeschedules, participate in it.On the one hand, it looks like ICT and new media have created a perfect ground for thestudying process. But on the other hand, probably it is quite early to be too optimisticabout it.This paper tries to look deeper into the role that the pedagogical approaches,communication, media and digital channels play for the ComDev students and alumni.The current work also aims at investigating the impact of ComDev on their alumni’s pathsand practical use of the acquired theoretical knowledge in the field of social change.Survey research in the form of an online questionnaire and semi structured interviews areused as a quali-quantitative methodological approach in the body of the paper.I would like to carry out this study as action research for optimization of the learningprocess and finding more efficient ways of promoting social change, that could be helpfulin the future for ComDev.
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Marin, Davi Junqueira. "A Galáxia de Zuckerberg e a formação do narrador eletrônico." Pontifícia Universidade Católica de São Paulo, 2018. https://tede2.pucsp.br/handle/handle/21629.
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Pontifícia Universidade Católica de São Paulo - PUCSP
The present dissertation aims to arrive at a concept of narrator that embraces all the complexity of electronic networks writing. In order to do so, Facebook was chosen as an object of study to illustrate the rationale presented together with the concepts debated not only by their amplitude in terms of diversity of use, but as a product that also symbolizes some unanimity in our research context within an even larger environment, which we call here the Galaxy of Zuckerberg in the wake of the works of Marshal McLuhan. Since Walter Benjamin establishes his criticism in The narrator, we seek an analysis of classic concepts from the typographic universe brought by authors such as Paul Ricoeur, mainly, and Gérard Genette and Roland Barthes in the background, along with Todorov. Although our chronology of work beeing ultra contemporary and very current, the debate of concepts goes back to classical antiquity, the Middle Ages and modern times marked by the emergence of the Gutenberg press, when begins the process Benjamin will call death of the experience or death of the narrator. In illustrating the analysis of what we are calling networked writing, of real time narrative through examples drawn from Facebook profiles, we mark the birth of this new media galaxy emerging at the apex of the twentieth century and that made the typography mature while shining at the same time new mechanical-electrical techniques of reproduction of arts and storytelling, or artificial reproduction of experience, as Benjamin puts it. Thus, by pairing great authors in their great works, such as McLuhan and Benjamin, we get an overview of what can be the new electronic age precisely from the study of the transposition of the mŷthos in Paul Ricoeur, through concepts such as point of view and time in the composition of narratives. The central idea is that new faces do not change old habits and that although new media bring in its core the need to review themes and conceptual updates, the core of questions and habits are timeless and always obey the same structure, regardless of their context or their technological support. Concluding poetically as the question is worked in the same way through the course, we will agree with Walter Benjamin on the death of the narrator, but we will also agree with Marshal McLuhan in saying that he may be reborn in his new global village
A presente dissertação tem por objetivo chegar a um conceito de narrador que abrace toda a complexidade das escritas nas redes eletrônicas. Para tanto, o Facebook foi eleito como objeto de estudo para ilustrar o raciocínio apresentado juntamente com os conceitos debatidos não apenas pela sua amplitude em termos de diversidade de uso, mas enquanto produto que também simboliza certa unanimidade em nosso contexto de pesquisa dentro de um ambiente ainda maior, o que chamamos aqui de Galáxia de Zuckerberg na esteira das obras de Marshal McLuhan. A partir da crítica que Walter Benjamin estabelece em O narrador, buscamos uma análise de conceitos clássicos provenientes do universo tipográfico trazidos por autores como Paul Ricoeur, principalmente, e Gérard Genette e Roland Barthes em segundo plano, juntamente com Todorov. Embora nossa cronologia de trabalho seja ultra contemporânea, atualíssima, o debate dos conceitos remonta a antiguidade clássica, a Idade Média e os tempos modernos marcados pelo surgimento da prensa de Gutenberg, quando se inicia o processo que Benjamin vai chamar de morte da experiência, ou morte do narrador. Ao ilustrarmos uma análise do que estamos chamando de escrita em rede, de narrativa real time através de exemplos extraídos de perfis do Facebook, demarcamos o nascimento dessa nova galáxia de mídia que surge no ápice do século XX e que fez amadurecer a tipografia ao mesmo tempo em que brilharam novas técnicas mecânico-elétricas de reprodução de artes e de contação de histórias, ou de reprodução artificial da experiência, como coloca Benjamin. Assim, ao emparelharmos grandes autores em suas grandes obras, como McLuhan e Benjamin, conseguimos uma visão de conjunto sobre o que pode ser a nova era eletrônica justamente a partir do estudo da transposição do mŷthos em Paul Ricoeur através de conceitos como ponto de vista e tempo na composição das narrativas. A ideia central é a de que novas faces não mudam os velhos hábitos, e que apesar de novas mídias trazerem em seu bojo a necessidade da revisão de temas e atualizações conceituais, o cerne das questões e os hábitos são atemporais e obedecem sempre a uma mesma estrutura, independente de seu contexto ou de seu suporte tecnológico. Concluindo de forma poética assim como é trabalhada a questão durante todo o percurso, vamos concordar com Walter Benjamin sobre a morte do narrador, mas vamos também concordar com Marshal McLuhan ao dizermos que ele pode estar renascido em sua nova aldeia global
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Håkansson, Nils. "Den ideella föreningens kommunikativa utmaningar på en glokal marknad : - En förstudie till en kommunikationsplan för kulturföreningen Humlan." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-87616.
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Non-profit organizations’ communicational challenges in a glocal market – A pre-study to a communication plan for the non-profit organization Humlan. This study intends to examine and analyze the current strategic position of the non-profit organization Humlan, and how the organization can develop their communicational efforts to make themselves more competitive in the glocalized market in which they compete. This has been examined by qualitative interviews with the employees of the Humlan, and a quantitative survey of Humlans potential target group, students. The results of the interviews showed that the employees of Humlan experienced the competition in the market as fierce, and that they experienced a need to communicate their uniqueness as a non-profit organization. The employees also expressed a wish for the Humlan brand to become associated with quality. In turn, the student survey showed that the students had a low knowledge-level regarding Humlan, that they were interested in a wide array of cultural expressions, and that they mainly wanted to communicate with Humlan by taking part of information such as news. In summary, the study showed that Humlan could develop their communicational efforts by creating awareness about the organization and its uniqueness among students. However, the study showed that this could be problematic due to the students’ communicational preferences. The results also showed that it is possible to see a resemblance between the communicative issues faced by Humlan and communicative issues faced by other types of non-profit organizations.
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Зотов, В. В., and Т. Н. Каменева. "Эффективность управления развитием социальной средой приграничных регионов в условиях глокализации: к обоснованию методологии и показателей." Thesis, Сумский государственный университет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/42420.
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В статье дается обоснование методологии и показателей эффективности управления развитием социальной средой приграничных регионов в условиях глокализации. Авторы считают необходимым введение показателя глокальность социальной среды региона для оценки эффективности управления.
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Swilley-Woods, Graylyn Marie. "Glocalizing Community Heritage Tourism in Two African American Communities in Miami." Antioch University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=antioch1570976680725075.
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Christiansen, Hans. "Discount retail internationalisation : barriers to the deployment of glocalisation." Thesis, University of Stirling, 2017. http://hdl.handle.net/1893/27347.
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The standardisations/adaptation theme is amongst the most debated within International Retailing. Much research has attended to the question of whether an MNC should adapt to local market needs or, if instead, it should emphasise the upholding of global standards to reap efficiencies. Within this debate there is much focus on resonating to market needs but less on the inheritance, history and structure of the MNC and how this affects the ability to adapt or standardise, or indeed to do both by applying the glocalisation theme. Existing research has placed less emphasis on how the MNC might be biased towards either standardising or adapting regardless of market conditions. Central to this debate is the transfer of a retail formula. It is commonly understood that the faithful replication of a retail formula means that each element of the marketing mix is copied ‘as is’ from home to host country. This can at best be a benchmark as no MNC would be able to completely copy a home-derived standard to the host market, however, some retail concepts are generically better able to perform this ideal act than others. They would attempt to standardise as much as possible, adopting a strategy that maximises replication as it seeks not to duplicate resources across borders. The key point in this attempt is whether it does so out of recognising that differences are insignificant, or if it does so because it is unable to see that the differences do matter. Seen from an institutionalisation perspective and, initially looking at the home-derived context only, one recognises the well-defined relationship and interaction between MNC and consumer culture and the position the MNC has obtained in terms of brand strength and success. It is easy to see that context will be different in the host market, but difficult to take this into account when transferring the retail formula out of the home context. More recent literature on embeddedness has addressed some of these linkages and influences which affect the way MNCs transfer their retail concepts, but the literature fails to recognise the full impact. The structural paradox embodies some of the dilemma in this discussion as it addresses the conflict between transferred operational structure and the need to adapt locally to market needs. The glocalisation theme approaches the same dilemma from a competency perspective but does not embrace what stops the MNC from being more adaptive. This research develops a model that aims to combine these perspectives. This model is deployed to three cases, all detailing the transfer of a highly standardised retail concept, hard discounting, which is an ideal platform to explore how home-derived structure is transferred and how it deals with trans-contextual dimensions across borders. The research looks critically and in-depth at how the standards applied impact on the levels of awareness paid towards the need to adapt to trans-contextual dimensions and seeks evidence that demonstrate how attention to the differences become vital to success. At the same time, the cases illustrate that the differences may alter, but the approach taken towards them remain the same. The model defines this approach as a strategic trajectory called ‘MaxRep’, which is developed out of the home context and remains aligned to this particular foreign context when transferred in on the host settings. The benchmarking of this approach against the glocalisation theme leads to the identification of gaps and definition of action to be taken to overcome these barriers to applying effective glocalisation.
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Delamarre, Arnaud. "Les commerces locaux dans les villes mondiales. L’essor des commerces de vin à Paris et New York." Thesis, Sorbonne université, 2019. http://www.theses.fr/2019SORUL091.
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Avec une approche culturelle et sociale de la géographie du commerce et de la consommation, cette thèse a comme objectif de montrer comment le commerce de quartier de villes mondiales met en évidence l’articulation de dynamiques globales et locales par les modes de consommation. Le commerce de vin s’avère un cas d’étude particulièrement révélateur de ces processus. Les villes mondiales sont des interfaces par lesquelles de modes de vie et de consommation circulent et s’échangent à l’échelle planétaire. Ces modes de consommation se spatialisent et se visibilisent au sein des quartiers centraux des villes mondiales. Marqués par un processus de gentrification résidentielle et commerciale, ces quartiers de villes mondiales concentrent des modes de consommation mondialisés adossés à des esthétiques commerciales, dont les signes sont visibles dans le paysage des commerces de vin. Depuis les années 1970, la mondialisation du vin entraîne une circulation des manières de consommer le vin et aboutit à une hybridation des significations qui lui sont associées. Le vin a gagné un statut de produit alimentaire glocal, associant des significations mondiales (par sa production, consommation et diffusion) à d’autres plus délimitées spatialement (terroir ou local). À travers une approche qualitative (entretiens avec les cavistes), nous montrons que l’esthétisation des commerces de vin dans deux villes mondiales (Paris et New York) construit des discours sur le vin dont les multiples significations révèlent des transferts culturels. Ces nouveaux discours du vin, traduits par des expériences commerciales inédites, résonnent avec les aspirations postmodernes des habitants et consommateurs de type bobos, et attestent d’une glocalisation par les pratiques de consommation au sein des territoires mondialisésAdopting a cultural and social approach of the geography of commerce and consumption, the aim of this thesis is to show how the neighborhood local shops from World cities highlight the articulation of global and local dynamics through special patterns of consumption. The wine shop, as a place, is a particularly representative case study of these processes. World cities are the scene of lifestyle interfaces, where patterns of consumption are circulating and are exchanged on a global scale. These patterns of consumption are spatialized, and are mostly visible in city centre, or in historical and culturally-charged sections. Marked by a process of residential and commercial gentrification, central districts of world cities concentrate global consumption patterns linked to commercial aesthetics, whose signs are visible in wine shops-induced landscape. Since the 1970s, the globalization of wine has led to a diffusion of ways of consuming wine, which result in the hybridization of the meanings associated with it. Wine has gained a status of glocal food product, combining global meanings (by its production, consumption and diffusion) with others more spatially delimited (terroir or local). Through a qualitative approach (interviews with wine merchants), we show the estheticization of wine shops in two World cities (Paris and New York), discuss and analyses wine discourses, that reveal cultural transfers. These new wine discourses, translated by new and innovative commercial experiences, resonate with the postmodern aspirations of bobos-type residents and consumers, and shows the extend of glocalization by consumption practices within globalized urban localities
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Chirino, Gomez Joël. "La déterritorialisation du projet urbain : le cas des musées Guggenheim." Thesis, Paris 10, 2015. http://www.theses.fr/2015PA100024.
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Le début du XXIe siècle est marqué par une transformation constante qui façonne le monde à travers les dynamiques générées par la globalisation. Celles-ci ont progressivement transformé la configuration économique, politique, sociale et culturelle des villes à l’échelle mondiale et dans quasiment toutes les activités humaines et disciplines comme l’urbanisme. Ainsi les villes cherchent à garder ou à trouver un positionnement stratégique sur la scène internationale, souvent à partir d’une planification stratégique. Au sein des nouvelles démarches « stratégiques » est né le projet urbain dit « déterritorialisé », sous la forme d’une formule transposable. La thèse s’intéresse à la déterritorialisation du projet culturel et en particulier à celle des musées Guggenheim.Les projets « déterritorialisés » sont définis par des grands développeurs internationaux qui les transposent dans différentes villes, de manière à ce qu’elles puissent en tirer le maximum de bénéfices et vice-versa. Les effets attendus sont généralement d’ordre économique et d’image, ce qui séduit les responsables des villes, en quête de tels projets. Quelle est la nature de tel projet ? Quelles sont les conditions de leur déterritorialisation et de leur importation ?Sous une logique de reproductibilité universalisée le projet urbain est conçu selon un modèle de production en réseau. La mise en réseau de ce modèle nécessite l’échange des savoir-faire et des expertises conjuguées en transformant l’échelle d’intervention du projet. Alors quelle dialectique s’établit entre le global et le local, s’agit-il d’une échelle « glocale » ? Selon quels modes opératoires se fabrique donc le projet déterritorialisé ? Comment modifie-t-il la gouvernance urbaine ?Ce phénomène soulève plusieurs enjeux sur la nouvelle façon de concevoir les projets urbains. Pour répondre à cette question, nous analyserons le réseau Guggenheim dans 3 villes différentes : New York, Bilbao et GuadalajaraThe early twenty-first century goes though a fast-changing process that shapes the world through multiply dynamics generated by globalization. This context has transformed the economic, political, social and cultural configuration of cities worldwide and in virtually all human activities and disciplines such as urban planning. Nowadays, cities are trying to keep or enhance a strategic position on the international scene, by developing a strategic urban planning. A new "strategic" concept was born called "deterritorialized" urban project, in the form of a transposable formula worldwide. This thesis focuses on the deterritorialization of cultural projects and in particular those from the Guggenheim Foundation.The "deterritorialized" projects are defined by major international developers transposing them into different cities as strategies that produce benefits to the cities, and vice versa. This allows developers to increase their cross-border activities by exploiting the potential of the international market. What is the nature of such a project? What are the conditions required for their import?Globalization has led to a universalized reproduction of urban projects which are based on a model of networked production. The networking of this model requires the exchange of know-how and expertise combined in order to transfer the project to different cities. What dialectic is established between the global and the local scales? Is it a "glocal" scale? According to what procedures this project can be deterritorialized?This raises several questions on how to design new urban projects. How does it change urban governance? To answer this question, we propose to explore a symptomatic case of the Guggenheim’s network in three different cities: New York, Bilbao and Guadalajara
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Willer, Ragnar Karl. "Dispelling the myth of a global consumer." Doctoral thesis, Humboldt-Universität zu Berlin, Philosophische Fakultät III, 2006. http://dx.doi.org/10.18452/15540.
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Welche Bedeutung hat Kultur für das Konsumverhalten? Die hier vorgelegte Auseinandersetzung mit dieser Frage im Kontext der Mischkultur Indonesiens zeichnet sich aus, dass sie über die Binnenräume der jeweiligen Wissenschaftsfächer, wie der Südostasienkunde und der Betriebswirtschaftslehre, weit hinausragt und für die Beantwortung der Fragestellung ein neu entwickeltes analytisches Diagramm zur strukturierten Analyse kultureller Einflüsse auf das Konsumverhalten aufweist, das die Möglichkeit, Märkte interkulturell zu erschließen, eröffnet. Die Untersuchung der den indonesischen Konsumenten beeinflussenden Kulturelemente ist ein Indizienbeweis gegen die so häufig postulierte Vorstellung eines global, homogen denkenden und universalistisch handelnden Konsumenten, die mit der Fallstudie eines für das Nischensegment der verschleierten Musliminnen in Indonesien geschaffenen Shampoos eines Weltkonzerns abschließt.What impact does culture have on consumer behavior? The discussion of the above question in the multicultural context (Mischkultur) of Indonesia is characterized by the fact that it goes far beyond the limits of the respective scientific fields like Southeast Asian studies or business studies. It provides a new analytical diagram for structural analysis of cultural influences on consumer behavior which offers the possibility to develop new markets in an intercultural manner. Investigation of cultural factors influencing Indonesian consumers has indicated that the often postulated globally homogenous thinking and universally acting consumer is merely a myth. This investigation concludes with a case-study dealing with a shampoo developed by a multinational for the niche segment, Indonesian veiled Muslim women.
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Szalvai, Eva. "Emerging Forms of Globalization Dialectics: Interlocalization, a New Praxis of Power and Culture in Commercial Media and Development Communication." Bowling Green, Ohio : Bowling Green State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=bgsu1214241605.
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Kay, Ethan Jeremy. "Playing with fire : an MNC's inability to translate its market logic in a culturally complex exchange setting in rural India." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:c35eb4e5-71c9-466a-9420-0b4c7d0679db.
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This dissertation describes the manner by which a multinational corporation (MNC) enacts a market-based logic with a locally embedded partner in a complex and unfamiliar operating setting to fulfil both business and social objectives. It examines a hybrid partnership between BP, an MNC, and SSP, a rural Indian non-governmental organisation (NGO). Together, the organisations trained rural women, who were affiliated with SSP, as agents to distribute and sell BP’s ‘smokeless’ cookstoves and fuel pellets to households who cook on smoky firewood stoves. The research draws on two theories—neo-institutional organizational theory and real markets theory—to examine the process by which logics are aligned across partners and projected and translated into the rural Indian exchange setting. It constructs a four-actor model (MNC, NGO, agent, customer) to explore the exchange relationships between the actors at the meso- and micro-levels. At the meso-level, it explains how the MNC and NGO’s non-aligned logics, asymmetric power dynamics, and lack of mutual trust contribute to the venture’s failure. In addition, the NGO was so determined to succeed as a professional, market-driven, channel partner that it shed part of its identity as a civil advocacy organisation and adopted mainstream commercial practices that were not sensitive to the needs of its local stakeholders. At the micro-level, the partners did not come to a common understanding with the agents regarding the cultural challenges they faced marketing the stove. Moreover, the marketing strategy glossed over the multi-layered social relationships and culinary, behavioural, and religious practices that needed to be translated for the technology to meet the needs of consumers. Using gritty ethnographic data, the dissertation highlights a challenge that large, foreign companies face when entering ‘Base of the Pyramid’ markets, namely the inconsistency between the MNC’s market logic and the wider associational logics that motivate village agents and customers.
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Ou, Yang Chin, and 歐陽勤. "Glocalization model X." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/88196274153994386770.
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碩士東海大學
建築學系
95
When the issue of housing unit is satisfied because of the progress of the era, what we are going to face is not only housing problem, but when the whole area turns into past, shifts, and falls into decay and followed by these problems of life、 space、 culture and economy , how we can come up with a corresponding strategy, and moreover, develope a pattern of model which can be worked continuously. In the post-metropolis era, besides focusing on the architecture, how should architects think about the existence and value of the architecture by the metropolis and how does the metropolis interact with the architecture? In the intensive urban, rethinking a method which can gives a new value to the urban and the metropolis is an important issue for architects in the future. Though operating the context of the urban, giving a new value to the architecture becomes a method of the urban architecture which can be re-operated and re-thought, as Domino system for contemporary architecture. In the past, the architects focused on the spirits of space and function requirements, but the performance of the economy and society about space was thought as a non-architectural process. However, these are one of the most important elements to define the existing worth of the architecture. Especially in the areas where the types of housing and commercial space are mixed, because of the shifting and degenerating, leaving these areas unused becomes a difficult, negative issue in the old cities. This proposal is focusing on how to propose an urban architecture method to re-open the limits of Taichung old downtown and to re-collect these dispersed commercial activities efficiently, and then re-define the relationship between owner user consumer and investor and turn the value of the architecture into financial merchandise. Though re-defining of valuable unit and new urban operating method, this project re-imports a new worth into the architecture. when architecture is not just a sale unit for a room but became a financial merchandise, like a enterprise, using the way of stock market working to redo an architectural unit, which means that the amount of people who can own that won’t be limited by the unit of space, and owners, who are also users, consumers, and investors, re-import the value of the buildings through the multibility of characters.
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Chen, Hung-Chun, and 陳虹均. "Glocalization Practice－A Case Study of Starwood in Taiwan." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/11174755968747065596.
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碩士國立高雄餐旅大學
餐旅管理研究所
103
The word globalization has become well known because of the rapid growth of multinational companies around the world, and this concept is widely used in different fields. However, these companies should consider whether globalization is the best way to success when they expand to foreign markets. Multinationals should know that using only one marketing strategy for all the markets is not sensible. It is necessary for a global company to adapt to each nation’s culture, law, and custom. So this idea brought about the concept of “glocalization.” Based on the background, the purpose of this study was to understand how a typical international company, Starwood, adapts to different local considerations and the challenges it faces. The interviewees of this study were managers from human resource, food and beverage and rooms department in W Hotel, Le Meridien, Sheraton, Westin, and Four Points. After executing in-depth interviews with 10 managers, the findings mainly indicated that (1) Starwood implemented glocaliztion strategies by economy, culture, recruitment and training, and the marketing mix; (2) different kinds of partnerships will affect the extent of glocaliztion. At last, the study presented some suggestions for international companies and further researches.
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Oliveira, Manuela Souza Constantino. "The dynamics of glocalization : the case of McDonald’s Portugal." Master's thesis, 2013. http://hdl.handle.net/10400.14/16786.
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Global corporations have searched for alternatives in order to protect their market shares
in challenging environments where the benefits of standardization in its pure form are
no longer enough to guarantee it. In this context, glocalization - that is, a mix between
global standardization and local adaptation - is becoming a trend. This dissertation thus
aims to understand the dynamics of the implementation of glocalization strategies and
its impact at different market levels. The paper revolves around the case of the biggest
global brand in the foodservice sector, which has been a sound example of pure
standardization for decades, by exploring the case of McDonald’s Portugal and its
glocal initiatives. The case provides the reader with information on how the company
deals with glocalization and its challenges from headquarters to local restaurants. A
primary market research adds to the paper through the analysis of the impact of glocal
initiatives on consumers’ perceptions and attitudes from global to local levels. At last,
glocal initiatives have produced a homogeneous impact on consumers at global level,
whereas significant differences arise in regard to consumers’ perceptions, attitudes and
the importance given to distinct marketing variables at different market levels, allowing
a more effective relationship with the local market while preserving the global brand
identity.As corporações globais têm procurado alternativas para proteger as suas quotas de mercado em ambientes desafiadores onde os benefícios da padronização na sua forma pura já não se mostram suficientes para as garantir. Neste contexto, a glocalização - uma mistura entre padronização global e adaptação local – tem-se tornando numa tendência. Esta dissertação, portanto, tem como objetivo compreender a dinâmica da implementação de estratégias de glocalização e o seu impacto em diferentes níveis de mercado. O estudo foca-se na maior marca global no setor de restauração, que tem sido exemplo prático de padronização global por décadas, através da exploração do caso da McDonald’s Portugal e as suas iniciativas glocais. O caso oferece ao leitor informações sobre a forma como a empresa lida com a glocalização e os seus desafios, da sede aos restaurantes locais. Uma pesquisa primária de mercado contribui para o estudo de caso através da análise do impacto das iniciativas glocais sobre a percepção e atitude dos consumidores de níveis globais a locais. Por fim, as iniciativas glocais produziram um impacto homogéneo em consumidores a nível global, enquanto diferenças significativas foram verificadas em relação às percepções e atitudes dos consumidores e à importância dada às distintas variáveis de marketing em diferentes níveis de mercado pelos mesmos, permitindo uma relação mais eficaz com o mercado local, à medida que preservam a identidade global da marca.
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Jain, Megha, and 陳梅霞. "The glocalization of channels of distribution :A case study." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/75156392182113671314.
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博士國立中央大學
企業管理研究所
100
This PhD thesis aims to provide insights into the concept of glocalization in general and in the domain of international channels of distribution in particular. An intensive review of literature identified that none of the previous researches focus on the glocalization of channels of distribution. Also, the understanding about the ‘how’ of implementation of glocal strategy is very limited. Thus, this study seeks to explore the glocalization of channels of distribution and seeks to identify the key principles and patterns of glocalization in general. As the understanding of the concept of glocalization in marketing is very limited, the study utilizes the single embedded case study approach to study glocalization in international channels of distribution by conducting in-depth interviews with the firm’s senior executives. Results reveal that the firm employs glocal channels of distribution strategies. The study specifically identifies two types of glocalization: inter-decision and intra-decision, and it is found that the firm follows a combination of both. The findings also suggest that the decision on how to glocalize channel strategies is based upon the firm’s global practices as well as several local conditions specific to individual markets. The study concludes that there is no uniform formula to pursue glocalization. Firms may choose to pursue inter-decision or intradecision glocalization, or a combination of both. However, the decision should be based upon a careful assessment of the firm’s global philosophy, the channel decision involved, and ground realities in each market. This thesis fills the gap in prior literature by throwing light on the lesser understood viii ‘global dimension’ of a glocal strategy. Even though scholars agree that glocalization is a combination of both global and local, still the extant glocal literature just focuses on the ‘local’ part of the glocal strategy and completely ignores the ‘global’ part of the glocal strategy. This thesis focuses on both the global and the local dimensions of glocal strategy. Also, this thesis may be the first to identify different types of glocal strategies and thus offers relevant insights into the concept of glocalization. The study shows how glocalization can be applied to international channel strategies. It also adds to the limited knowledge on practicable application of glocalization among both academics and practitioners.
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SHIH-HO, YANG, and 楊世和. "International Brand Marketing Strategy and Glocalization—The Case of McDonald’s." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/63671495744008088338.
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碩士逢甲大學
經營管理碩士在職專班
105
This study utilized McDonalds, a well-known international brand, to develop a case study, and the my 28 years of practical experience working for McDonald’s Taiwan, to elaborate on the idea behind the development of the brand’s marketing strategies and their intended strategic direction, as well as how it runs its operations in the local Taiwanese market. This study was proposed based on existing marketing theories, with the following objective: To study how the global branding strategies of McDonald’s are formulated and successfully implemented in nearly 3,000 outlets in 120 countries, and how it develops a deep understanding of its consumers, as well as the way the consumers view and use their products, to devise effective marketing strategies and tactics for attracting customers. With McDonald’s operating in Taiwan for over 30 years, Western management and business models have penetrated Taiwan, resulting in a significant impact on businesses in the local market. The development of global marketing strategies should include both local and regional considerations and focus on how to use the global-brand advantage to maintain the sustainability of local operations. This study took place amid a change in ownership of McDonald’s Taiwan, and thus, it may serve to provide the new management team with suggestions and recommendations on local market operations. McDonalds Taiwan had a great progress and prosperity in Taiwan under the globalization marketing strategy. In order to fulfill consumer’s demand and deal with the new generation. The Taiwan management team need to strive for developing talent people; building local culture; creating local food and product relate to Taiwanese taste; modernzing restaurants to be a fashionable through new design and elements; continuing to enhance 24/7 Drive Thru service, Delivery, McCafe convenience playform; utilizing digital tools and technology method for trading; carring out appropriate corporate social responsibilitie, and taking care childs who need to help. To become a great and sustainable development company, and growing-up together in Taiwan.
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Ning, I.-Chien, and 甯意倩. "Successful Glocalization Practices:A Case Study of Häagen-Dazs in China." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/53366257234463019859.
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碩士國立交通大學
企業管理碩士學程
99
In today’s world, due to rapid growth of multinational companies around the globe, the word “globalization” has become well-known and this concept is widely used in various fields. However, it should be considered whether globalization is the best way to be successful while performing in foreign markets. Multinationals should know that it is not logical to use only one marketing strategy for all the markets and that will not help them compete with other companies. It is necessary for a global company to adapt to each nation’s culture. So this idea brought about the concept of “glocalization.” In this paper, a case study will be carried out to analyze how the global brand, Häagen-Dazs, adapts to different local considerations, i.e. how they “glocalize.” This study looks at the successful experience of this global brand in China and aims to discover how they penetrated the optimum market segment. By adopting a systematic philosophy combining Segmentation Marketing (STP) strategies and the Marketing Mix (4P’s), this study evaluates successful glocalization practices. The findings convey an important message in terms of international marketing, which is that the company must adjust their global strategy to meet local’s needs in hopes of winning customers in this competitive global market.
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Jhong, Huang Jing, and 黃敬忠. "An Indigenous Curriculum Research on the Implication of Roland Robertson's “Glocalization”." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/58905239031199242735.
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碩士國立臺北教育大學
課程與教學研究所
94
An Indigenous Curriculum Research on the Implication of Roland Robertson's “Glocalization” Abstract The motivation of this research is actuated by the researcher’s recognition of globalization and localization on the curriculum field. The aim of this research is to inquire the content of “Glocalization” suggested by Roland Robertson, and further to study it’s implication on indigenous curriculum research. Whereas the mentioned aim, this research is summarized as follows: 1. An introduction of Robertson’s life, experience and the academic development of globalization discourse. According to Robertson’s different thoughts and research themes, the researcher distinguished his academic development into three stages. 2. An analysis and inquiry regarded Robertson’s Globalization discourse. Also, in order to review the specialty of his Globalization discourse, the researcher presented a comparison and comment of Robertson’s discourse to another contemporary well-known scholar, Anthony Giddens. 3. A further inquiry and comment was on Robertson’s Glocalization. The researcher suggested that the content of Glocalization is consisted of six core concepts. 4. An exposition regarded the implication of Robertson’s Glocalization on indigenous curriculum research. The implication was expounded in three aspects—the curriculum concepts, curriculum theory studies, and curriculum practice studies, and they are summarized as follows: a) The curriculum is being understood as the text of “Glocalization”, it is to be understood through the six core concepts. b) In the aspect of “indigenous curriculum theory studies”, the “Glocalization” of curriculum theory studies is meant as the of mutual dialectic process between the globalized curriculum theory studies and the localized curriculum theory studies. c) In the aspect of “indigenous curriculum research issue”, it suggested two points. One is curriculum researcher should take notice of local issues, use social problem as the research topics. The other is only when the peculiarity of locality is considered into the global curriculum research issue, can the indigenous curriculum knowledge be enriched and local curriculum problems be effectively solved. Keywords：Roland Robertson, Glocalization, curriculum research, globalization, localization