Global idea and local action in design: Investigation of glocalization strategies in global brands and local markets axis

The process of painful transition from modernism to postmodernism also has an impact on globalization. Advanced technology has helped to overcome the challenges of mass production and reaching global markets, and to integrate more local markets into the global economy. However, increasing competition has made it harder to keep up on the global market and different local markets have resulted in more cultural challenges. In this study, the process of the emergence of creative industries and concepts of glocalization has been researched by literature review and successful case studies on the use of glocalization strategies in creative industries have been evaluated. It is expected that this study will contribute to understanding the impact of the creative industries and glocalization strategies on the resolution of the global-local conflict.