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Glocalization (a portmanteau of globalization and localization) is a term that describes the adaptation of international products around the particularities of a local culture in which they are sold.The term first appeared in a late 1980s publication of the Harvard Business Review. According to sociologist Roland Robertson, who is credited with popularizing the term, glocalization primarily encompasses how regional tendencies intersect with the proliferation of global corporations.

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  • Glocalization (a portmanteau of globalization and localization) is a term that describes the adaptation of international products around the particularities of a local culture in which they are sold.The term first appeared in a late 1980s publication of the Harvard Business Review. According to sociologist Roland Robertson, who is credited with popularizing the term, glocalization primarily encompasses how regional tendencies intersect with the proliferation of global corporations.
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