Glocalization

Glocalization is formed from the words globalization and localization, these two terms make sense connected not as opposites, but if, as complementary processes are to be understood as a neologism and a portmanteau word.

History of the term

The term glocalization or " Glokalization / glocal " was used in the early 1980s for Japanese business forms. First, the term was known as the " Glocal " a smaller circle in the area of ​​environmental policy in 1989 /1990. The then head of the National Global Change Secretariat, Prof. Dr. Manfred Lange had, " glocal " refers to the dimension of the changes on the scale level of local -regional- global, or micro -meso -macro scale as. The occasion was the development of the exhibition " World in Transition - Challenges for science and policy." Later the term glocalization was introduced varied and reinvented - very often preceding and parallel in ignorance launches. In English-speaking sociologist Roland Robertson was decisive, and later Zygmunt Bauman, in the German language area, there are several " fathers " of the term.

Use of the term

" Glocalization " means the connection and the juxtaposition of the multi-dimensional process of globalization and its local or regional impact and contexts. Everything that is happening in the world of local- regional and simultaneously globally - national importance. The process of globalization is made tangible in our lives and everyday life. Thus, glocalization is the local impact and appearance level of the worldwide globalization. Due to the global and local networks at the same time creates networks that are on the one hand for the formation of transnational production and marketing structures responsible and the other for the change in the respective cultures.

The glocalization can be observed under different aspects. It contains, among other things, a cultural, economic, political and sociological dimension.

Culturally, individuals can, thanks to this connection preserve their identities and cultural features. A representative of this view is the German sociologist Gabriele Klein. Glocalization therefore also implies the need for a return to identity and characteristics of the individual. Therefore, experts talk even when they mean glocalization, by the globalization of biographies, as globalization for each individual is locally understood and experienced. Today we can observe on the spot, take as many opposites of each such diverse cultures. At the same time glocalization also known for its openness in which all cultures are recognized and respected, yet regional rootedness remain.

Economically speaking, can the glocalization described as follows: The production, as well as the management and administration of a transnational corporation ( TNC ) always be located locally, whereas entrepreneurial activities such as the sale of products are organized globally. Based on local / regional characteristics TNCs adapt their products, their marketing and in particular the organization of their production to the local conditions to create value. These may be regional market needs or the local infrastructure, higher inventory or the research landscape. This Glokalisierungsaktivitäten also show up in many small and medium enterprises (SMEs). According to the Economic and Social Research SMBs need to engage (as well as TNCs ) to maintain their competitiveness and generating profits inevitably to global markets or other international strategies to take. Thus called glocalization the dual nature of local manufacturing of systemic competitiveness on the one hand and integration into the world market on the other. The different needs of various regional markets are seen in an international competition framework, the counterweight to a feared globally standardized goods and services market. Examples of the "localization" of products marketed globally include the adjustment of biscuits to national preferences ( taste, texture, etc.), or adaptation of computer games ( translation into the language, respect for national legislation to the representation of violence, etc.). To remain competitive, companies are forced to pay attention to "local" features.

In the political dimension can the glocalization of the following events observed: the nation-states give their expertise from more and more, not only up to alliances such as the EU, but also down to the individual states of a nation state and the various regions ( subsidiarity). However, it must be remembered that in federal countries (eg USA, Russia, Germany, Mexico, Switzerland, etc.) a significant growth of the federal level, so a de facto centralization takes place. Moreover, the number of non-governmental organizations increases more and more, who also enjoy growing influence in the global and in the local area.

Sociologically also means glocalization a double socialization process by local labor and global money.

The glocalization is referred to by some experts as a macro trend, ie it includes long-term drivers of the economy and society across a lasting change over several decades.

Swell

• Roland Robertson. Glocalization: Homogeneity and heterogeneity in space and time
• John Greving: Globalization ISBN 3-589-21696-4
• Exhibition " World in Transition - Challenges for Science and Policy" - see the first section of " The Earth System", there the display panel 4: Local and Global Change. see " Pointers to Possibilities " for descriptive indexing of topics and their connections, sa Dr. Manfred Lange, 1990-1992 Head of the National Global Change Secretariat ( BMBF)
• International Encyclopedia of Systems and Cybernetics, Saur Verlag, Munich, newterms in the 2nd edition: