ABSTRACT
The word glocal is a neologism; that is, it is a new word constructed by fusing global and local. It is widely used in the literature on cross-cultural economic marketing, but it has also been applied to fields vastly removed from business and management. There is solid evidence that the scholarly community is increasingly engaging with the notion of glocal. Glocalization is not simply a new term but also a new concept. Glocalization should be a concept analytically distinct from globalization. Progressively, the discussion shifts to more specific concepts, and the more specific terms glocalization, glocality, and glocalism are used. It is also important to note the difference in the historical emergence of the terms glocal and global. It aims to demonstrate the significance of glocalization as a concept, to show what it is, how it works, where and how it has been applied, and what insight is gained from its employment.
