Let’s be honest. Alongside words like globalization, internationalization, and the ever-abbreviated l10n, “glocalization” sounds like yet another mashup term made up by money-hungry marketers.
The truth is actually far more interesting.
Due to its surprisingly deep history, “glocalization” may be the sole grandfather of all the other fabricated labels floating about in the localization industry today. This circa-1980s term defines a new way of thinking about global business. Companies of all sizes are still working to adopt a more “glocal” (global+local) mindset today.