Glocal strategy analysis of international business: The case of Turkey

After the 1980s, in ever globalizing world as a new trend localization began to widespread. The concepts of localization and globalization have become the synthesis and has become the trend of becoming glocalisation. The aim of this "think globally, act locally" strategy is based on the use of cultural elements and thus creation of local image. Global companies need to determine and implement the right strategies in order to increase their sustainability in the competitive environment. This study examines the glocal marketing strategies of global firms implement by adapting to the cultures of the countries in which they operate in order to market their products more easily and to get closer to their target audiences with the increase in consumption in the globalizing world. In the first part of the study, information on the concept of globalisation, in the second part, information on the concept of glocalisation and in the third part, the glocal strategies applied by global firms in the world and in Turkey are examine comparatively. The glocal marketing practices of Coca Cola, Starbucks, Kahve Dünyası, McDonald's and Simit Sarayı were analyzed by selecting companies that provide both local and global services in order to set an example for glocal strategies. The aim of this study is to contribute to the literature and companies that want to open up to the foreign market and aim to implement glocal marketing strategies. Research findings revealed that companies use glocal marketing strategies "how" in the market in which they operate and provide new suggestions on glocal operations.