The document discusses globalization and localization strategies in international business, highlighting their key features, advantages, and examples. Globalization focuses on operating with similar products across countries to save costs, while localization adapts products to fit local preferences. A hybrid approach, or 'glocalization', combines standard products with local adjustments, and companies must balance these strategies to meet market demands.

1. Globalization and Localization
Strategies in International
Business
Manisha Raj
BBA 1st Semester
Reva University

2. Introduction to Globalization in
Business
• Globalization means companies operate in
many countries around the world.
• Key Features:
• - Expanding into new countries
• - Selling similar products everywhere
• Example: McDonald's is in over 100 countries,
with similar menus.

3. Introduction to Localization in
Business
• Localization means changing products to fit
local preferences and needs.
• Key Features:
• - Customizing marketing and products for local
cultures
• - Making changes based on local tastes
• Example: Netflix makes shows for specific
countries like India or Japan.

4. Globalization Strategy
• Focus: Using the same products in many
countries to save costs.
• Advantages:
• - Lower costs
• - Consistent brand image everywhere
• Example: Apple sells the same iPhones in all
countries with small changes.

5. Localization Strategy
• Focus: Adapting to what people in each
country like or need.
• Advantages:
• - Happier customers
• - Better fit for local markets
• Example: Coca-Cola changes its recipe in
different regions to suit local tastes.

6. Hybrid Strategy
• Hybrid (or 'glocalization') means using the
same basic product but adjusting it for local
markets.
• Key Features:
• - Standard product with local changes
• - Global image with local appeal
• Example: Starbucks offers its standard menu
but also has local drinks like green tea lattes in
Asia.

7. Challenges of Globalization and
Localization
• Globalization Challenges:
• - Difficult to adjust to local cultures
• - Government rules in different countries
• Localization Challenges:
• - Higher costs for customization
• - Managing many different products
• Example: Uber faces different rules and
customer behavior in every country.

8. Conclusion
• Summary: Companies need to balance
globalization for cost savings and localization
to meet local needs.
• Takeaway: The best strategy depends on the
product and market.