Chapter Reference

Chapter 7: International Market Development

Overview

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

https://www.ama.org/publications/MarketingNews/Pages/achieving-glocal-success.aspxThis article written by Michael R. Czinkota and Ilkka A. Ronkainen was published in Marketing News Magazine in April 2014.