GLOCALIZATION

Glocalization

Glocalization

Introduction

The first wave of change had been noticed from the beginning of 18th century that was represented by the agricultural revolution and secondly on the birth of industrial civilization. The third could be defined by the turbulent changes in the world in which we are currently living.  In addition to the many social and economic implications, researchers also studied the impact of globalization on civilization on a large scale. The third wave also seems to be generating a new perspective that is intensely local, yet global, even galactic (Dirlik, 1996, pp. 21-45).

According to the Oxford Dictionary of New Words (1991:134) the term "glocal" and the name drawn "glocalization" have "formed the words global and local levels to make a mix." Also according to the dictionary, this idea has been "modeled" by the Japanese dochakuka (derived from dochaku, "which live in their own land "), and is originally from the principle of adapting agricultural farm techniques that one has to look for the local conditions, but it has also been adopted within Japanese business for global positioning, vision adopted global to local conditions. More specifically, the term "glocal" and "glocalization" became part of the jargon of business over the years, although the main place of origin was in fact Japan, a country that for much time has carefully cultivated the cultural significance of space own country, where the general aspects of the relationship between the particular and the historical have received universal attention obsessively.

Discussion

Since we define the phenomenon of globalization, mass media play an important role in it. The media plays contradictory roles: they are sources of resistance against globalization, but are also protective of capitalism, agents of democratization and glocalization”. Glocalization is the trend of the economy to adapt to local features of globalization in order to keep the link with the area, enhancing the cultural differences and foster the development of small and medium-sized companies.

 The concept of glocalization links globalization and localization. With this concept we try to understand the current process of transformation as a set among local and global dynamics: local gains in significance because it must participate in a number of places in the global competition for resources. These dynamics affect the capability of organization, who must accept it. Glocalization basically describes the relationship between the global orientation of companies (procurement, marketing) and the regionally limited localization of industrial production within the triad. The Glocalization manifests itself in the form of local production complexes as nodes in global networks and locally adapted production strategies of transnational companies.

The discourse of glocalization is strongly impregnated by social liberals and accepts the alleged global economy and the pressure of the technological aspects to assure the successful implementation of the glocalization in the economy. The open global pressures certain areas of action for a particular place, in order to take advantage of these global challenges. That is mainly the different forms of competition on the place (Slater, 1997, pp. 256-271).

There is a clear trend suggesting that globalization refers to large-scale phenomena. Such a way of looking towards globalization, often indicates that "bigger is better" or it does not take into consideration local ...