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  1. Introduction
  2. Nestlé, pillar of infant nutrition
  3. Birth of the Nestle Infant Nutrition range
  4. Enlargement towards an older audience and to other cultures
  5. Conclusion

At first sight, it seems that few people have ever heard about the term glocalization. They have heard about globalization, internationalization, localization and international marketing-through different media, but this term appears more a pronunciation error to them than anything else. It is quite understandable as this phenomenon is relatively recent and unknown.

To understand today's world currency, more and more specialists and politicians try to understand the cause and consequences of this new appearance. The first ones to be directly concerned are the companies, and consequently people. Understanding how they deal with this phenomenon may appear to be very complex at first, but in the end this could become an answer to current world problems on the international level. In the manner of the emerging phenomenon in all societies, glocalization has its own benefits and limits.

Born out of the linguistic portmanteau of joining global and localization, it is nevertheless imperative to differentiate this thesis as it is not simply a combination of characteristics. The same thing goes for all socio-economical levels. What is presented, as an economic outcome is more and more assimilated to a social matter as long as one deals with this brand that is a new phenomenon.

The global economic context is not really working in anybody's favor nowadays, because the financial crisis has now extended to the main economic domains. Celebrities and companies are going-through adverse periods. According to the French economist magazine L'Expansion (2009), 'All sectors are facing historical dropdowns'. On the overall basis, the recession initially started from the subprime phenomenon where banks saw their assets depreciated because of the non-refunding of their loans. The financial sector was the first to see its wealth decrease. Since then, the situation has gotten worse, paralyzing the economy worldwide.

In this context, companies acting on the international scene have seen their strategy of doing business considerably affected. Being successful in the domestic market is one thing; going international and establishing in order to develop is another story. Each major company has its own way of doing business. Most of the time it is a savant mix of understanding how to answer consumers' expectations, but also how to manage the interaction with other cultures in different ways.
To start off, this document will try to master the core issue of being successfully global. This implicates demonstrating how local specificities have an impact on global trends. Once it is described and developed this be used as a starting point, and then it will focus on the main subject of the glocalization phenomenon. It would be interesting to identify the local problems the companies could be made to face. Finally, it will study several cases of multinationals and their international strategies. This aims to see if there is a miracle ?recipe? or if on the contrary, everyone has their own way of doing business abroad. Some recommendations will be also given following this analysis.

Internationalization, Globalization, Glocalisation?all these terms approach the same concept of generalization of trade exchanges throughout the world. If there are several meanings for describing more or less the same fact, then that means that there are slight differences. It is necessary to give the definition of those notions that will be spoken about throughout this thesis. In this first part, it will also treat the implications on the marketing plan.

Tags: Glocalization; description; development; local specifics on global trends; glocalization phenomena; international strategies

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