Glocalization in a Filipino's Perspective

https://www.youtube.com/watch?v=AH-wx-Qz52A

According to Fairman (2019), "glocalization" is a business term that became widespread in 1980s Japan. The business sector stole the word "glocalization" and was then embraced by social scientists in the English-speaking world. It comes from the Japanese phrase dochakuka, which alludes to the localization of universal agricultural methods. Also, it was stated that it is a combination of global and local considerations. Roland Robertson defined glocalization as "the simultaneity—the co-presence—of both universalizing and particularizing tendencies" in the Harvard Business Review in 1980, according to the Content Mix (2019).

Following Britannica (2013), glocalization demonstrates that the importance of continental and global levels is growing in lockstep with local and regional levels. On the other hand, globalization entails a more profound shift in viewpoint, emphasizing the interconnection of global and local levels.

Understanding the cultural complexities and social conventions of a company's target market is critical, especially if they're selling in many countries worldwide, which needs considerable market research. (Content Mix, 2019). We can relate the expansive growth of Uber, Grab, and FoodPanda apps usage in the Philippines to Economic Glocalization. Although Uber doesn't exist in the Philippines for nearly four years now, ever since Grab purchased Uber's Southeast Asia operations, the Philippine Competition Commission (PCC), the country's antitrust watchdog, warned of a "virtual monopoly" in the business. According to a master list provided to the LTFRB earlier this year, around 65,000 active drivers were on Grab's and Uber's platforms because not all drivers transferred to Grab's a platform when Uber left. It can usually meet robust demand despite an "undersupply" of drivers. (Rey, 2018). In addition, FoodPanda was founded in Berlin, Germany, in 2012 and arrived in the Philippines in 2014. They bought one of its local competitors, City Delivery, a year after opening their doors. FoodPanda Philippines CEO Iacopo Rovere stated that the massive difference between FoodPanda Philippines and other food delivery competitors is heavily focused on customer experience. (Tayao-Juego, 2017).

Furthermore, Political Glocalization can be shown in the changes such as transnational democracy, the establishment of a global civil society, the state, particularly as the single actor in politics. In my perspective, Filipinos living abroad experience some aspects of Political Glocalization in social media where many political posts on Facebook and Twitter were rampant. Also, many political campaigns are now seen as efficient when publicized on social media platforms. Apart from these, other disadvantages of it us the widespread political misinformation. Everyone jumps into political memes without exerting any effort to reading peer-reviewed articles and journals.

Jollibee Corp., which started in the Philippines and is one of the world's fastest-growing Asian restaurant chains, is one of the most prevalent examples of Cultural and Social Glocalization. Taking from personal experience, millions of Filipinos already had a few tastes of their Jollibee meal in their life. And even those emigrants can still remember how good Jollibee tasted in their childhood. Since the food corporation grew, it started glocalizing in different countries globally, operating over 1,300 stores. They have a considerable presence in the United States, Canada, and even the Middle East. Before launching their franchises in these regions, they must have thorough customer and location research and adapt to some of the local cultures in these places. In my recent experience when we went to Jollibee's branch in Florida and Chicago in August and October – one could tell the difference in the original taste of the food back in the Philippines branches mainly due to adaptation to the American fast-food standards here. There are also certain meals like the Mango pie, which are only available during the fall season in Chicago's branch.

To conclude, globalization has indeed been advantageous in influencing us to coin the term glocalization that we can refer to adapting local cultures without repressing one another's culture. Despite glocalization's potential use to the economy, politics, culture, and society. Several negatives must be balanced, such as its' negative impact on local businesses, chances to fail if companies fail to localize their products, and the challenge of hiring local people who can provide knowledge of their local culture and preferences of the locals. (Bhasin, 2020).

References

Bhasin, H. (2020). Glocalization Definition – What it is, Examples and Advantages. Marketing91. Retrieved from: https://www.marketing91.com/glocalization/

Blatter, J. (2013, May 21). glocalization. Encyclopedia Britannica. https://www.britannica.com/topic/glocalization

Fairman, G. (2019). What Is Glocalization? Understanding the Terminology of Global Content. Bureau Works. Retrieved from: https://www.bureauworks.com/blog/what-is-glocalization-understanding-the-terminology-of-global-content-fc/

Rey, A. (2018). Months after Uber left, where are the new ride-hailing firms? Rappler. Retrieved from: https://www.rappler.com/newsbreak/in-depth/213523-where-are-the-new-ride-hailing-companies-philippines/

Tayao-Juego, A. (2017). Foodpanda delivers the goods. Inquirer.Net. Retrieved from: https://business.inquirer.net/224836/foodpanda-delivers-goods

The Content Mix. (2019). Glocalization: What It Means And Which Brands Are Doing It Best. VeraContent. Retrieved from: https://veracontent.com/mix/glocalization-what-it-means-and-which-brands-are-doing-it-best/