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Globalization and localization of contents: Evolution of major internet sites across sectors of industry
Author(s) -
Tixier Maud
Publication year - 2004
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20039
Subject(s) - glocalization , globalization , the internet , adaptability , adaptation (eye) , business , economic geography , marketing , industrial organization , economics , market economy , management , computer science , world wide web , physics , optics
Abstract A main stake of the communication strategy of companies, Internet sites convey a concern for adaptation and seduction of a complex Internet user. Between globalization and localization, whatever the sector of activity, many companies opt for the third path, that of glocalization, a subtle intermediary that makes it possible to combine worldwide unity of the brand image and a perfect adaptability to the specificities of national expectations. © 2005 Wiley Periodicals, Inc.