Order Description
Critically assess the concept of ‘Glocalization’ and discuss how it relates
to the ‘standardization-adaptation debate’ that prevails in Marketing
literature. Based on your literature review, analyse, compare and
discuss the extent to which two companies of your choice use a ‘glocal
strategy’ (i.e. standardize and adapt their marketing mix) in their global
marketing programmes.

Order Description
Critically assess the concept of ‘Glocalization’ and discuss how it relates
to the ‘standardization-adaptation debate’ that prevails in Marketing
literature. Based on your literature review, analyse, compare and
discuss the extent to which two companies of your choice use a ‘glocal
strategy’ (i.e. standardize and adapt their marketing mix) in their global
marketing programmes.