Provide an example of glocalization, and explain how it represents the local adaptation of a global phenomenon or product.

 

Glocalization is described as a process where services or products are modified to meet the preferences, regulations, or customs of an indigenous market. Even though global goods are customized to address the wants of large market, a "glocalized" product do better since localization makes it more suited to a given needs and of a indigenous market and the environment. 

One of the successful examples of glocalization is the "Whirlpool fashions products for foreign markets". Whirlpool is a company that manufactures and markets home machines and has performed a productive job of globalizing its goods for foreign markets. They particularly considered the wants and requirements of their "Indian customers" when "they included specially designed agitators in washing machines to help Indian women wash saris." It acknowledged a shared challenge for most of their Indian customers which is, "five-foot long saris would often get tangled in washing machines." They collaborated with a local partner that came up with a remodeled washing machine made to fit local preferences and culture. Whirlpool also "glocalized its products for the Asian market" after noting that most Asian consumers set their refrigerators in their living room to act as a sign of status. They then provided them with bright colors like blue and red to ensure that the refrigerators fit for the decoration of living room.