Abstract: This article will examine the concept of glocalization in case of current trends in the global economy and international business. The introduction of the concept of globalization into the scientific community, as well as the active development of the process mentioned since the end of the 19th century, has caused much debate about the effect on the world labor market, capital, as well as the consequences caused by the essence of globalization - unification, blurring of borders between countries and between cultures. In this regard, with the unwillingness to lose their own culture and identity, as well as the share of national products in their own market, economic trends are born whose goal is to preserve and popularize their culture. Because of this, multinational companies are forced to adapt to the trend that is a response to globalization - glocalization. The term glocalization is relatively young and implies a process of isolation from international trends and concentration on a local product, based on following the cultural code of each specific local unit. This trend brings with it economic and cultural benefits both for one country and globally. On the one hand, there is a revival and strengthening of local culture, giving it new forms, using new technologies, as well as localization of products by multinational companies at the request of specific regions. On the other hand, local culture is spreading to the world, for example, the influence of Asia on the West in the form of the New Age movement, thereby glocalization flows back into the likeness of globalization

Cite: Shekera I. , Mogilevtsev I. , Tiazhelnikov V. , Buchinskaya O.
Glocalization trends: consumer survey in Russia
In compilation Российские регионы в фокусе перемен: сборник докладов XIV Международной конференции (14-16 ноября 2019 г.). – Екатеринбург: Изд-во УМЦ УПИ., 2020. – C.15-19. РИНЦ

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42847965

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