Found in written translations, local communications, graphic treatments or consumer buying trends, it’s a process in which:
• local factors are integrated into an overall marketing
strategy, built from the ground up
• cultural, linguistic and ethnic factors are simultaneously
merged into a unified marketing solution
• all intended markets receive a stake in the overall process.
Core + Delta equals a successful glocalization.
Glocalization especially rings true with multinational corporations (MNCs) interested
in developing a global strategy for employee engagement. These companies must
consider local attributes like market conditions, product availability, language, buying
trends and wages in their global strategy.
At BI WORLD WIDE (BIW), we call our version of glocalization “Core + Delta.” “Core” represents the universal components in a global strategy that can be communicated consistently across all markets. “Core” elements can include branding, signage and, in some cases, foundational values. “Delta” then localizes the global strategy — making relevant local adaptations to ensure that the product or service is on target, appealing and always meaningful.
G5 makes glocalization easy.
BIWORL DWIDE’s G5 system is the most advanced global social recognition
system ever. It allows for consistency and control because corporate branding,
promotions, budgets and communications can all be managed centrally for the entire
enterprise. Plus, G5’s audience-smart technology offers:
• local offices the freedom to run promotions and circulate communications
specific to their own needs and unique market environments
• a point parity tool that uniformly converts local differences in point values, allowing
participants to easily redeem from awards catalogs specific to their own location.
Bring localization into your global programs.
In the business of employee engagement, glocalization is a critical component in
the design process. Nothing is less effective than a corporate mandate forcing all employees to participate in an employee recognition program that doesn’t successfully represent or recognize their culture.
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