The Word Spy - glocalization: "AA: What do you think of the trend toward 'global marketing'?
Paul Walsh: We've witnessed what you might have heard called 'glocalization': making a global product fit the local market. To do that effectively, you've got to have individuals who understand what makes that particular market tick. Someone sitting in Minneapolis and exporting product to France isn't necessarily going to have that level of expertise. The local knowledge component is essential."
posted by Jen @ 7:41 AM
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