GLOCALIZATION or how to “think globally and act locally.”

Last month, Starbucks had announced a multi-million pound investment to launch its newly-engineered ‘British Latte’, as UK coffee drinkers become more discerning.

Indeed, the Seattle-based chain spent a year engineering its milk-steaming process specifically for the UK launch, and will also put an extra shot of Fairtrade espresso in each drink for free.

Thus, Starbucks continues its international expansion while adapting its products to local tastes and finally, it still refines its strategy of “glocalization”.

In the service sector, glocalization is widespread. But, what about glocalization in industry sector ?

It could be very interesting to focus on this glocalization and on the way that firms promote product in differents countries while expanding in the worldwide.