There are two typical reactions and results of this interplay of global and local forces both encourage diversity. They have been stimulated and shaped primarily by translocal interaction, comparison, and trends. Traditionally, local identities have been invented and nurtured mainly through contacts with others. Robertson rejects essentialist polarities between the global and the local, such as between economic globalization and local culture. For example, in France, McDonald’s replaced its familiar Ronald McDonald mascot with Asterix, a popular French cartoon character. In the marketing context, glocalization means the creation of products or services for the global market by adapting them to local cultures. Thus, globalization entails neither the end of geography nor declining heterogeneity. Local spaces are shaped and local identities are created by globalized contacts as well as by local circumstances. Most users of the term assume a two-level system (global and local), citing phenomena such as hybridization as the result of growing interconnectedness. But the notion of glocalization entails an even more radical change in perspective: it points to the interconnectedness of the global and local levels. Tendencies toward homogeneity and centralization appear alongside tendencies toward heterogeneity and decentralization. Glocalization indicates that the growing importance of continental and global levels is occurring together with the increasing salience of local and regional levels. The notion of glocalization represents a challenge to simplistic conceptions of globalization processes as linear expansions of territorial scales. The term, a linguistic hybrid of globalization and localization, was popularized by the sociologist Roland Robertson and coined, according to him, by Japanese economists to explain Japanese global marketing strategies.
Glocalization, the simultaneous occurrence of both universalizing and particularizing tendencies in contemporary social, political, and economic systems. Britannica Explains In these videos, Britannica explains a variety of topics and answers frequently asked questions.