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Glocalization of e-Services  

Min, Jae-H. (서강대학교 경영전문대학원)
Publication Information
Korean Management Science Review / v.28, no.3, 2011 , pp. 125-141 More about this Journal
Abstract
We have recently witnessed many of global companies did not successfully adapt themselves to local markets, and finally exited the markets experiencing failures. The purpose of this study is to suggest practical glocalization strategies for global e-service companies to run their respective businesses in local markets with success. Glocalization is a terminology blending globalization and localization, meaning that global companies adapt themselves to local cultures, environment, languages, laws and regulations so as to survive and prosper in those markets while maintaining high quality of standards and processes they originally have for global competitive edge. Examining success stories as well as failure ones of global e-service companies having entered Asian markets, we provide marketing mix strategy for successful glocalization, and suggest some guidelines for prospective e-service companies wishing to enter local markets with different cultures and languages to fit themselves to new environments.
Keywords
On-line Companies; Global e-Services; Glocalization; Marketing Mix Strategy;
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