What is glocalization?
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What is glocalization? book
The word glocal is a neologism; that is, it is a new word constructed by fusing global and local. The new term has quietly gained popularity since 1990, and its use has increased across a variety of disciplines and elds. It is widely used in the literature on cross-cultural economic marketing, but it has also been applied to elds vastly removed from business and management. There is solid evidence that the scholarly community is increasingly engaging with the notion of glocal. The aim of this book is to make a substantive contribution to this engagement and oer a transdisciplinary engagement with glocalization, not simply oer a thematic overview of its existing uses across various elds. Hence, the book draws freely upon academic work from diverse elds and disciplines to articulate fresh insights into twenty rst-century social realities.