glocalization 全球本土化

Glocalization (a portmanteau of globalization and localization) is the adaptation of international products around the particularities of a local culture in which they are sold. The process allows integration¹ of local markets into world markets. 

“全球本土化”（全球化与本土化两个英文单词的混成词）是指全球化的产品适应所销售国家的本土化特征。在这一过程中，本地市场与全球市场将融合在一起。

 

The term first appeared in a late 1980s publication² of the Harvard Business Review. 

这一概念首次出现在上世纪80年代晚期的《哈佛商业评论》上。

 

McDonald's restaurants' menus adopted the practice and customized its menus to suit local tastes in various countries. 

为了适应不同国家人们的口味，麦当劳连锁店的菜单各不相同，则是全球本土化的一个典型例子。

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