Globalisation and regionalisation

摘要

The special issue will address the challenges that marketers face with the continuing trends towards speed and harmonisation of markets, technology push, credit availability and supposed homogenisation of consumer demand. In the field that we know as international marketing, the contrasting styles of adaptation and standardisation with their respective benefits and disadvantages have been mooted for years, culminating in the advice: "Go glocal", thereby coining a hybrid word to attempt to capture a concept that seeks to harness opposing forces. Globalisation is a word that today fills many magazines, has been the focus of many books and learned articles, but we understand little about it. The forces of technology, people and organisations together create market demand but, given its importance, we ought to be able to delve deeper and learn more about its internal workings.