E-Commerce

Scenario Of Glocal Marketing And Glocal Marketing As An Answer To The Globalization And Localization: Action On Glocal Market And Marketing Strategy

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Executive Summary

The glocalization allows the enterprise, which has no global products to give answer to the global market, and the enterprise, which has global products and accepts to adapt them to the local markets to improve its presence in these markets. The glocal enterprise finds in the globalization and in the localization the necessary global and local factors to set up a correct strategic approach of the glocal market. Glocal enterprises making specific research for product niches in the market can overcome some global concurrence. Glocalisation of the market develops new stage of networking economic relations. Glocal marketing approach becomes a new attitude to enterprise marketing strategy. Glocal marketing management develops new decisions for more flexible action in the market.

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