Video: McDonald’s “Glocalization”

Few would disagree that fast-food chain McDonald’s is a master of global marketing. As you watch this video, look for ways that McDonald’s has blended elements of global standardization strategy with localization strategy to penetrate global markets and offer products that align perfectly with local appetites and preferences.

In this short video, author Andy Molinsky describes the concept “glocalization” using examples from McDonald’s restaurants in India and Kitkat candy bars in Japan.