Glocalization
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Glocalization, a neologism and contraction of globalization and localization, entails one or both of the following:
- The creation of products or services intended for the global market, but customized to suit the local culture.
- Using electronic communications technologies, such as the Internet, to provide local services on a global (or potentially global) basis. Craigslist and Meetup are examples of web applications that have glocalized their approach.
Glocalization as a term, though originating in the 1980s from within Japanese business practices, was first popularized in the English-speaking world by the British sociologist Roland Robertson in the 1990s.