Chapter 7: International Market Development
This activity introduces you to how companies like KFC use a ‘glocal’ approach.
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?
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.