Alexandra Zaif (Popa) | Transylvania University of Brasov (original) (raw)

Alexandra Zaif(Popa),Phd Student

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Papers by Alexandra Zaif (Popa)

Over the past decades,multinational corporations' marketing activities were oriented towards bran... more Over the past decades,multinational corporations' marketing activities were oriented towards brand globalization, which meant promoting, integrating and selling their standardized, uniform products and services across markets worldwide. However, nowadays, international brands are facing new challenges, one of them being to adapt to the conditions, socio-cultural factors and consumers needs within a specific market, to conduct marketing activities based on product particularisation in order to create a connection between the brand and consumers from different cultures and socioeconomic backgrounds, thus changing their perspective from "global‖ to "local‖ (leading to the-glocal‖ approach).In this paper, we will be defined the concept of-glocalization‖ within a theoretical framework, referring to research studies from previously published literature conducted by other authors, while attempting to demonstrate how adopting a glocal strategy (combining a corporation's global strategy and developing products and services customized in order to appeal to the society members of a specific market) can lead to brand equity increase, as well as sales growth.

Over the past decades,multinational corporations' marketing activities were oriented towards bran... more Over the past decades,multinational corporations' marketing activities were oriented towards brand globalization, which meant promoting, integrating and selling their standardized, uniform products and services across markets worldwide. However, nowadays, international brands are facing new challenges, one of them being to adapt to the conditions, socio-cultural factors and consumers needs within a specific market, to conduct marketing activities based on product particularisation in order to create a connection between the brand and consumers from different cultures and socioeconomic backgrounds, thus changing their perspective from "global‖ to "local‖ (leading to the-glocal‖ approach).In this paper, we will be defined the concept of-glocalization‖ within a theoretical framework, referring to research studies from previously published literature conducted by other authors, while attempting to demonstrate how adopting a glocal strategy (combining a corporation's global strategy and developing products and services customized in order to appeal to the society members of a specific market) can lead to brand equity increase, as well as sales growth.

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