Senior Lecturer Madalina Moraru Ph.D.

7
th-
8
th
classes
1. The Age of New Global Products
Ritzers view offers more logical associations as
thefollowing: Globalization is a transplanetary
process or set of processes involving increasing
liquidity and the growing multi-directional flows of
people, objects, places, and information, as well as
the structures they encounter and create that are
barriers to, or expedite, those flows.
Flow of information makes people wish to share same
lifestyles or, at least, a similar way of living their lives.
Metaphorically thinking, the contemporary world
experiences the contrast of living between solidity and
liquidity.
Mazarella rightfully asserts that the global is
constructed locally just as much as the local is
constructed globally
According to The Oxford Dictionary of New Words (1991:
134), the term glocal and the process of glocalization
are formed by telescoping global and local to make a
blend.
This process points out the way heterogeneity and
homogeneity weave their features in a single cup, to
properly explain the needs of the new societies and
communities.
The term is derived from the Japanese word dochauka,
which means global localization and describes the
farming techniques used to adapt the product to local
conditions. The marketing experts associated
glocalization with Japanese products that succeed to
properly answer the needs of local consumers. The term
started circulating in the late 80s when the export of
Japanese cars increased in America.


1. Economic reasons and market growth imply
finding new strategies to successfully place products
on foreign markets, which means externalizing
brand values.
2Ccultural differences cannot be neglected even if
products respond to peoples demands.
3. Advertising campaigns coin brand messages by
borrowing the local mentality and the American way
of living using products, or just speaking in the
same melting pot.
4. Consumer insight is the content of this melting
pot, because its recipe consists of understanding the
local way of thinking, consuming a specific product,
and adding brand values in a convenient shell.
5.Demographic and geographical criteria of
segmentation cannot be ignored, because
consumers acquire what they need based on their
life conditions.

3.1. Globalizing has become richer and has
developed new branches such as:
Westernization, Americanization,
McDonaldization, imperialism.
3.2. Tomlinson argues that Americanization
could equally be understood as another form of
spreading capitalism.
3.3. The American world is very much
responsible for spreading globalization,
especially when it comes to advertising and
brand power. The most important brands
dominate the world and create a special
perception of their product categories
Ritzer (2000) states that fast food created a
McDonaldized society by changing the entire
lifestyle according to the following dimensions
(obviously promoted): efficiency, calculability,
predictability and control through Nonhuman
Technology.
McDonalds industry initiated an entire process
of localization for global reasons, because it
aims to reach many markets and adapt to
different kind of cultures, whose eating habits
did not encourage fast-food earlier.
Ex: Japan Chicken Tatsuta (chicken with soy
sauce and ginger); in Beijing (the food is eaten
more as a snack );
The best term related to cultural globalization, and
localization is hybridization, which marks out the point
where homogeneity and heterogeneity meet, finding mutual
factors according to Pieterse:
Hybridization is an antidote to the cultural differentialism
of racial and nationalist doctrines because it takes as its
point of departure precisely those experiences that have
been banished, marginalized, tabooed in cultural
differentialism.
In fact, this phenomenon arose from a kind of compromise
between global invasion and local aspects, and generates a
syncretism, or what other scientists called: creolization,
mtissage, meztisaje, crossover, cultural ecumenism.
On the market, cultural hybridization refers to the mixing of
universal values with local ones, by preserving national
identity and importing external consumer models and
lifestyles.
Hybridization encourages diversity as a form of
expressing differences inside the national
borders and sharing cultural issues regardless of
local aspects and restrictive barriers.
We may speak about Americanization in Europe,
in terms of importing lifestyles, celebrations and
consumer behaviour.
Hybridization means the reinforcement of
creativity, at least in communication campaigns,
given the effort to find new ways to recombine
local cultural issues with external models.
Advertising is a case in point, because the only
cultural purpose it aims at, is brand credibility
and consumer loyalty
The American society is a very hybridized one from
religious, cultural, racial viewpoint, so any kind of
combining local aspects with global demands is
most welcomed.
When it comes to Europe, the situation changes
and this process of reviving old practices in new
shapes becomes a real challenge, considering that
history and old cultural issues are quite diverse
and well rooted in peoples mind.
Such phenomena as religious and cultural
syncretism, on the one hand, and political and
social restrictions, on the other refer to the balance
between standardization vs. adaptation.
http://www.youtube.com/watch?v=Tt9NBtW4sbA

According to Moriarty, Mitchell, and Wells there are three
approaches that focus on the balance between
standardization, localization and combination.
Standardization is the model that focuses on consumer
similarities from everywhere in the world.
Localization, sometimes termed adaptation, consists of
paying attention to important coordinates of each
market, such as lifestyles, cultural, economic and
political particularities.
Combination means mixing both directions to produce
more effective advertising by preserving and
translating general brand strategy for local customers.
Glocalization is a way to create a new identity, resulting
from weaving two kinds of societies : the global one, as
the American society wants to be viewed, and the local
one, as each country should be considered .

The first category describes local environmental
determinants and consists of the cultural
environment, economic and legal conditions,
competition, advertising infrastructure, consumer
profile and the image of the country of origin.
The second set regards firm environmental
determinants and includes managerial and financial
characteristics (corporate strategies, internal culture,
decision-making authority, and the financial
condition of the organization) and nature of the
product.
The last category refers to intrinsic determinants,
which are international advertising objectives, the
relationship between multinational agencies, creative
strategies, media strategies, the communication mix,
support activities and barriers.
For market similarities; Standardization
dissolves differences between countries and
cultures for the sake of profits and successful
business.
Standardization is available for markets
whose consumers are very adaptable and
share similar values, in terms of target
segmentation.
The main issues facing global brands when it
comes to hiring and training employees in
various countries are variations in skills and
cultural differences.
The local culture is an issue that transcends
job levels, and needs to be well understood
before organizations are able to work
effectively in foreign countries.
One of the first to explore the influence of
local culture on organizations was Hofstede
(1980).

On the basis of research conducted among IBM
employees in 56 countries, he identified the
following 4 cultural dimensions:
A. power distance : the extent to which less powerful
members of society accept and except that power is
distributed unequally;
B. individualism vs. collectivism: people looking after
themselves and their immediate family only, versus
people belonging to in-groups that look after them
in exchange for loyalty.
Masculinity vs. femininity: achievement and success
versus caring for others and quality of life;
Uncertainty avoidance: the extent to which people
feel threatened by uncertainty and ambiguity and try
to avoid these situations.
His opinion represents the basis for a better
configuration of the consumer insight.
The local culture decides the type of
communication campaigns for international
brands;
There are societies more conservative or
modern, and the influence of local culture on
organizations depends on their status.
In advertising, individualism vs. collectivism
is a matter of discussion because it influence
the appeal to the local target.
The first factor is the product features, its
category and even its life cycle.
The company culture and politics is another
important decisional determinant.
Another aspect, otherwise quite effective in
making a right decision, is represented by
business environment, which consists of
competition, laws, media development.
The last factor yet, just as important, is the
consumer, because his or her insight makes
the point of every adaptation campaign.
1.1966-1989 no explicit commercials;
2. In the first years after Communism, it globally
communicated given the young industry and the
immature consumer. Therefore, the target was
educated using standardized campaigns, in the
beginning even not translated.
3. Further, commercials were translated as for any
other international brands, which did not develop
yet any local franchise.
4. between June and August 2011, Graffiti BBDO
Romania launched the anniversary campaign,
perceived as a memory recovering campaign,
named: Pepsi-Cola. Yesterday too. Today as well.
http://www.youtube.com/watch?v=nGiSAA04
t60 Vodafone Germany 2012

http://www.youtube.com/watch?v=_PGqd8Cz
VjI- Greece

http://www.youtube.com/watch?v=-
N6vNoG0Tk4 -India

http://www.youtube.com/watch?v=QzCVb4ig
v3o- Vodafone Franta



Find a brand which has developed
standardized and localized campaigns in 2
different countries (or the same country)
and analyze 2 ads identifying these features
(5 characteristics for localization, 5-
standardization).