Internet Activities 7.3 ‘glocal’ approach

International Market Development

Chapter Reference

Chapter 7: International Market Development


This activity introduces you to how companies like KFC use a ‘glocal’ approach.

Activity Description

Visit the article titled “Achieving Glocal Success” published in the American Marketing Association website (registration is required). Consider the following questions:

•         What does the term “Glocal” mean?

•         How can the four dimensions (i.e. building a shared vision, broadening perspectives, finding capable managers and enabling internal cooperation) of this “Glocal” approach be successfully applied to KFC in various emerging markets?

Website article written by Michael R. Czinkota and Ilkka A. Ronkainen was published in Marketing News Magazine in April 2014.