Alexander Proudfoot, Icare event, Chile, Nov 2014 What is glocalization? It is the practice of conducting business according to both local and global considerations, and adapting a product or service specifically to each locality/culture in which it is sold.

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Disciplined
Execution
Speed & Certainty
Increased
Shareholder Value
Working Together
Lasting Positive
Change
Going Glocal
The Multi-Latins/Internationals:
Winning by Going Glocal

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 Berlin wall comes down: 1989
 European Union: 1993
 NAFTA: 1994
 WTO: 1995. Replaces GATT, and is created by Uruguay Round (1986-1994)
 Pacific Alliance: 2011
Historical Context
Sea Change in Freedoms

3. 3
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 Winning Strategy definition: an integrated set of
informed choices designed to achieve competitive
advantage and superior financial returns (Porter)
 Informed choices on countries, customers, competitors,
distribution channels, logistics
 Winning Execution: Disciplined execution for processes,
KPIs, and people

4. - The practice of conducting business according to
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both local and global considerations.
- Adaptation of a product or service specifically to
each locality or culture in which it is sold.

5. 5
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GLOCALIZATION
MARKETING CULTURE IDENTITY LANGUAGE POLITICS

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Convergence
Fusion
marketing,
culture,
ethnicity,
language, and
politics
Talent
choosing and
managing
glocal talent:
EQ IQ and CQ
Global
management,
processes,
KPIs, uniform
customer
experience and
quality
Local
management,
culture,
ethnicity,
language,
politics

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 Paris, France
 Opened in 1992
 Initial rough years
 Efforts to improve attendance and spend
per visitor included serving alcoholic
beverages with meals inside the Euro
Disneyland park (against the standard American
policy)
 Opened in Chile in 1990.
 Expanded outside Santiago in 1995
 Started operating as franchise
in 1997
 To attract the Chilean consumer, needed to
revisit the menu and
add avocado
”

9.  Ambition: The leadership team of every good company has a great ambition
for the company – usually one that addresses an unmet customer need.
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 Customer: Every good company begins by meeting a customer need.
 Focus: Good companies stay focused on what they know and can do well.
 Execution: Satisfying a customer requires relentless attention to execution.
Building a company’s capability to deliver makes the difference between
turning a great idea into a business or failure.
 Inspiration and Alignment: Smart companies engage all of their associates in
building the business, from idea creation though delivery. Ideas don’t just
come tops-down; they also come bottoms-up and from every other direction.
Everyone in the company feels that they own a piece of the action and are
accountable for how the company performs.

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6 TIPS
 Test, Test, Test! and don’t feel confident about entering a
new market overseas until your research looks watertight
 Baby steps: if you have doubts, enter markets closer to
home than overseas
 Concentrate on key markets and smaller returns while
building a sustainable base
 Choose local trading partners carefully for specific skill-sets:
market experience and cultural nuances
 Adopt simplified supply chain approaches
 Adopt simple marketing methods

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 “A mediocre strategy well executed is better than
a great strategy poorly executed” (Jamie Dimon)
 “A good plan violently executed now is better than
a perfect plan executed next week” (Patton)
 “The Sergeants won the war in Europe” (Patton)
 Napoleon/Russia invasion: Clausewitz: “Amateurs
worry about strategy, professionals, about
logistics, and execution”

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EXECUTION IS
PARAMOUNT

13. Focus is on ensuring that solid processes and systems
are supported by consistently good behaviour
Alignment, training and coaching – “People Solutions”
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Behaviors
(Skills)
Co-Venture
(Ownership)
Systems
(Information)
Process
(Work)
Integration of all three areas is required
to optimize and perpetuate full benefits

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ACHIEVING
ALIGNMENT
 C-suite led with clear message of purpose
 Video testimonials by pilot sites
 Weekly C-suite unit calls
 Monthly tracking of results
 Ensure sustainability: people education and coaching