In a similar fashion as Waters 1995 suggests glocalization entails the

In a similar fashion as waters 1995 suggests

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Inasimilarfashion,asWaters(1995)suggests,glocalizationentailstheincorporation of certain global processes into the local setting. From this perspective,glocalization is notlocal adaptation,rather, it is global inclusion.For future research, it might also prove interesting to answer the followingquestions: Does glocalization lead to the end of global strategy, when it was thoughtthat corporations could totally impose the global on the local and, hence, be ultrapenetrative to local cultures, to such a point that they would erode those cultures? Inother words, is the global getting out while the glocal getting in? In a similar vein,does glocalization mean that a company like Disney, or even Wal-Mart, is nowexpected to give more power to locals in order to successfully tailor its strategies forthe local markets? Hong Kong Disneyland demonstrated this when the companyreplaced its own US supervisors with local supervisors who could speak English,Mandarin, and Cantonese.Finally, in the case of the Disney expansion worldwide, what would be better forideal glocalization success: to build large theme parks (like Disneyland, CA) onother continents, or to create a stream of niche resorts and attractions in othercountries? Put it another way, does glocalization work best in small portionsworldwide, by adjusting painstakingly to local towns and regions, or in large678J. Matusitz
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sections, by adjusting to larger populations? No matter what, for a long time it wasbelieved that the Walt Disney Company could be very successful by accelerating theglobal spread of its underlying principles (Bryman,2006). Yet, the reality is thatDisneys traditional method of force-feeding its products from its Burbank, CAheadquarters to local contexts has fairly been altered (Marr & Fowler,2007).ReferencesA Chinese Makeover for Mickey and Minnie. 2008.New York Times, 2175: 2.Adekola, A., & Sergi, B. S. 2007.Global business management. Burlington, VT: Ashgate.Aliet, J. 2007. Convergence and glocalizationNot counter-penetration and domestication: A response toProf. Ali Mazrui.Alternatives: Turkish Journal of International Relations, 6(1): 114.Andrews, D. L., & Ritzer, G. 2007. The grobal in the sporting glocal.Global Networks, 7(2): 135153.Appadurai, A. 1996.Modernity at large: Cultural dimensions of globalization. Minneapolis: University ofMinnesota Press.Archer, K. 2008.Cultures of globalization: Coherence, hybridity, contestation. New York: Routledge.Ball, S., Horner, S., & Nield, K. 2007.Contemporary hospitality and tourism management issues in Chinaand India: Todays dragons and tigers. Boston: Butterworth-Heinemann.Barrier, M. 2008.The animated man: A life of Walt Disney. Berkeley: University of California Press.Bartlett, C. A., & Ghoshal, S. 1989.Managing across borders: The transnational solution. Boston:Harvard Business School Press.
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