glocalizationn.
/ˌɡləʊkəlʌɪˈzeɪʃn/, /ˌɡləʊkl̩ʌɪˈzeɪʃn/, U.S. /ˌɡloʊkələˈzeɪʃən/, /ˌɡloʊkəˌlaɪˈzeɪʃən/ Originally Business.
The action, process, or fact of making something both global and local; spec. the adaptation of global influences or business strategies in accordance with local conditions; global localization.
ΚΠ
1990 Advertising Age 8 Jan. 16/4 We've witnessed what you might have heard called ‘glocalization’: making a global product fit the local market.
1991 C. A. Bartlett & S. Ghoshal Managing across Borders (new ed.) p. vii Akio Morita, Sony's high-profile CEO, is committed to the transnational concept, describing it..as ‘glocalization’—the combination of global integration and local responsiveness.
1996 Amer. Ethnologist 23 183 Glocalization is the order of the day. Cosmopolitan expectations blend with local goals and their combination is likely to produce hybrid forms as well as simulacra of local authenticity.
1998 Eng. Today Oct. 64/1 The above examples suggest that things are moving towards worldwide ‘glocalization’ in politics, economics, and linguistics.
2007 Guardian 9 Nov. 29/1 Tesco intends to plough £250m a year into the US, in pursuit of what the company's critics call ‘glocalisation’.
This is a new entry (OED Third Edition, December 2009; most recently modified version published online March 2022).
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n.1990