To be successful with a “glocal” strategy, brands must strike a delicate balance between maintaining a global presence and adapting to local markets.
Every day, tens of millions of people stop in a Starbucks to order their favorite drinks from one of the.
For example, Walmart’s first foray into the global consumer economies, opening stores in Germany, South Korea and Japan, was not successful. The retailer’s door greeters, ubiquitous at U.S. stores, were cultural oddities in Germany. Combined with other factors, like failing to place stores within walking distance of their consumers, played a role in new regions not accepting this change.
When coupled with a collaborative approach between global and local teams, brands can combine a broad strategic marketing direction informed by the knowledge of the local market. Equipped with the right information, global or corporate brand strategy can be modified and updated to accommodate local marketing efforts.
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