Between global and glocal: content analysis of the Chinese Web Sites of the 100 top global brands

Autor:	Michael L. Maynard, Yan Tian
Rok vydání:	2004
Předmět:	Marketing Organizational Behavior and Human Resource Management business.industry Glocalization Communication Advertising Global strategy Globalization Brand management Argument Content analysis Web page Business Cyberspace
Zdroj:	Public Relations Review. 30:285-291
ISSN:	0363-8111
Popis:	This study examined the Chinese web sites of the 100 top global brands. It revealed that 58 of the 100 top global brands sponsored a Chinese web site. Refuting the argument that globalization is a homogeneous process, this study found that a glocal strategy, as opposed to a standardized global strategy, was being practiced in cyberspace by many of the companies with top brands. These companies glocalized their Chinese web pages by integrating local cultural characteristics into their brands’ strategies, thus presenting themselves as being socially accommodating to the local market. This study confirmed that glocalization is an outcome of the interaction between globalization and localization.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c1f8d944d3565cd8ba5c116e0eb918d0 https://doi.org/10.1016/j.pubrev.2004.04.003 Zobrazit plný text záznamu Full Text from ScienceDirect