Creating Business Value and Competitive Advantage Through Glocalization
Glocalization is considered as one of the main contributors to value creation and development as well as for competitive advantage enhancement on a global stage. Previous studies suggest that globalization indicates the co-presence of universal and local practices. Globalization is based on the phenomenon that products or services providers have further consideration and a sense of the locality needs and wants in foreign markets instead of the assumption that parent market practices can be applied in foreign markets. The term of glocalization is a combination of globalization and localization. This chapter provides an overview supported by a range of examples of how glocalization as an organizational approach to international growth and expansion can develop a business value and create a competitive advantage.