Assess the concept of ‘Glocalization’ and discuss how it relates to the ‘standardization-adaptation debate’ that prevails in Marketing literature, Singapore

Assignment Details:

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 programs.