Part 1: Critical Review of Relevant Literature

Global marketing

DescriptionPart 1: Critical Review of Relevant Literature

(Critically assess the concept of ‘Glocalization’ and discuss how it relates to the ‘standardization-adaptation debate’ that prevails in Marketing literature.)
Aspects that you might want to consider
-Defining Glocalization.
-Contextualizing this concept in relation to Globalization .
-Discussing how this concept relates to ‘Global’ and ‘Local’ Business/Marketing Strategies.
-Reflecting how these concepts relate to ‘standardization-adaptation debate’ (regarding the marketing mix) that prevails in Marketing literature.
-Critically discuss the advantages and drawbacks of these different strategic approaches (i.e. local/adapted, global/standardized, or glocal (adapted and standardized)) in Global Marketing.

Part 2: Apply the Knowledge you Gained in the Literature Review by Analysing – Mc’donald and KFC and how they use a “Glocal” Marketing Programme (Marketing Mix)
-Analyse the extent to which these two companies apply a ‘glocal strategy’ (i.e. standardize and adapt their marketing mix) to their marketing programme and illustrate this analysis.
-Compare and discuss how the two companies’ global marketing programmes differ/not differ. Which company is more local/global compared to the other?
-Critically reflect on the two companies’ global. marketing approaches by drawing on your literature review.

Reference
Robertson, R. (1995). Glocalization: Time-space and homogeneity-heterogeneity. Global modernities, 25, 44.

Levitt, T. (1983). The globalization of markets, Harvard Business Review, 63(3), p.92-102.

Svensson, G. (2001). “Glocalization” of business activities: a “glocal strategy” approach. Management decision, 39(1), p.6-18.