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Glocalization (a portmanteau of globalization and localization) is a term that describes the adaptation of international products around the particularities of a local culture in which they are sold. The term first appeared in a late 1980s publication of the ''Harvard Business Review''. According to sociologist Roland Robertson, who is credited with popularizing the term, glocalization primarily encompasses how regional tendencies intersect with the proliferation of global corporations. At a 1997 conference on "Globalization and Indigenous Culture," Robertson stated that glocalization "means the simultaneity --- the co-presence --- of both universalizing and particularizing tendencies." 〔(【引用サイトリンク】title=What is glocalization? - Definition from WhatIs.com )〕 The worldwide spread of McDonald's restaurants is a commonly cited example of glocalization, especially since the restaurant's menu is often customized to suit local tastes. Regardless of industry, glocalization broadly involves the altering of an overarching brand or product so as to better appeal to customers within a specified country or region. This phenomenon is the relative inverse of Americanization and the suppressing of local preferences in favor of providing goods and media whose content has been dictated by foreign entities. Glocalization can also involve the use of culturally friendly media to encourage the acceptance of foreign products among a local audience. ==Variety of usages== *Individuals, households and organisations maintaining interpersonal social networks that combine extensive local and long-distance interactions.〔Barry Wellman, "Little Boxes, Glocalization, and Networked Individualism." Pp. 11-25 in Digital Cities II, edited by Makoto Tanabe, Peter van den Besselaar, and Toru Ishida. Berlin: Springer-Verlag, 2002.〕 *The declaration of specified locality - a town, city, or state - as world territory, with responsibilities and rights on a world scale: a process that started in France in 1950 and originally called mundialization. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Glocalization」の詳細全文を読む スポンサード リンク
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