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The merits of globalization over localization

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Nearly everybody is aware of globalization. However, there is a newer trend known as localization that is now gaining momentum.

The concept of globalization is now archaic. Businesses no longer seek to open up numerous regional centers or retail chains. With the rapid advancements in technology affecting every sphere of life, including transport, communication, and manufacturing, the world has become a global village. Even the idea of Globalization 2.0 is just as archaic as the flip-phone

Globalization 3.0 has morphed into understanding more about different cultures, tastes, and preferences. Thanks to the increase in digitization as well as changing consumer demographics, most enterprises have started to shift their globalization programs as well.

Businesses not only need globalization but localization as well to survive in the modern business landscape. Nowadays, enterprises face cut-throat competition due to the availability of the internet that allows the fast exchange of ideas and innovations; not forgetting access to larger and more lucrative markets. Therefore, it is important to embrace both globalization and localization strategies to keep your business afloat. Otherwise, you risk losing out on potential customers as well as the loss of your brand’s value.

The mixture of both localization and globalization techniques can be referred to using a portmanteau known as “glocalization” what the term means is the integration of customs and practices, native languages into global/world products. The following are some five companies that have adopted magnificent localization programs that have made them global leaders within their respective fields.

Airbnb

Airbnb is a company that focuses on giving tourists a local dwelling experience wherever they tour. The concept of this business is that you can register your fully furnished home or apartment with this company so that it can be rented out to visitors whenever you are not around. As such, you can make some money from residence while you are not utilizing it.

Visitors and tourists, on the other hand, can experience the local life within a given neighborhood. They do not have to spend their visit in resorts or hotels.

This business model has caused a radical disruption in the tourism and hospitality industry. Currently, Airbnb operates in over 190 countries and more than 30,000 cities. The aggressive localization strategy adopted by this company has provided its users with a great sense of trust, freedom as well as security in the brand. If you take a look at their “job openings page,” you will indeed discover how committed they are towards offering a local experience to their customers.

Currently, the company displays profiles of its users in native languages. What’s more, it has included a translate button allowing other users to choose their preferred locale. Customer service is also offered in the local language, and there are local payment means as well as a universal sense of inclusiveness in the user community.

Netflix

The current Netflix subscribers amount to over 75 million in more than 190 countries. Indeed, Netflix is the world’s leading provider of IPTV. It has incorporated both global and locally produced content. Moreover, heavy attention has also been placed towards in-house audio dubbings in addition to local subtitles. This is a clear manifestation that the company greatly appreciates cultural difference across various regions across the globe.

Another good thing about this company is that they are very confident when it comes to the experimentation with novel localization tools & models. They also go against most of the standard practices in the localization industry, thus enabling them to reach greater heights.

At the moment, Netflix if a modern cultural phenomenon of our generation since they have a precise understanding of people’s different perspectives, values as well as preferences. The hashtag #NetflixAndChill has even become common vocabulary. As a company, you can even hire one among the numerous free online translation services to kick start your localization campaign.

Nike

This is a sportswear mogul that is known to everyone, (including the newborns!). Nike is not new to experimenting with groundbreaking approaches to attract more customers all over the world. A good example is when Nike launched the tiger, shark, and lion themed designer footwear, aimed at its Chinese customers. These shoes aimed to cash in on the confluence of classical and modern Chinese cultures. This was the predominant style among the Chinese youth, especially in large cities such as:

  • Guangzhou
  • Beijing
  • Shanghai

The globalization strategy adopted by Nike is based on fostering a sense of belonging to all their clientele. They can achieve this objective through the comprehension of their customers’ cultural tastes and preferences.

Dominos

Domino’s pizza has a highly adaptable localization strategy that is the same as that adopted by McDonald’s. What’s more, they frequently update their topping choices and menus to cater to the local cuisines and customer preferences.  For instance, nearly half of Domino’s provisions in Indian stores are adapted to the local culture. Other companies should borrow a leaf from Domino’s pizza to understand the dynamics of linguistic and cultural preferences of buyers, and then cater to those requirements.

Coca-Cola

This company is arguably the pace-setter when it comes to efficiency in globalization strategies. Coca-Cola has been leading the pack for decades. Preceding the launch of the “think local, act local” business strategy, this company’s global acceptance has soared tremendously.

This company does not aim to sell bottles of drinks; instead, it aims to offer happiness and an experience to remember. Coca-Cola’s localized messaging strategy properly resonates with millions of buyers spread across nations. Even when you properly scrutinize the “Share a Coke” marketing campaign, you will notice that the hashtag #ShareACoke received more than 230,000 tweets. Furthermore, the company sold over 250 million customized soda bottles and cans.

In conclusion, a business must understand more about how to smartly localize and eradicate the language barrier between your brand and your clients.

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