The importance of glocalization in the internationalization of a business
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The importance of glocalization in the internationalization of a businessAutoria
Tutor/Supervisor; Universitat.Departament
París-Albert, Sonia; Universitat Jaume I. Departament de Filosofia i SociologiaData de publicació
2018-07-18Editor
Universitat Jaume IResum
In this more and more globalizing world, much of the expansion within the global
business environment takes the form of implementation of a product, service,
organization or new market to a new country or region ... [+]
In this more and more globalizing world, much of the expansion within the global
business environment takes the form of implementation of a product, service,
organization or new market to a new country or region into the enterprise’s ongoing
operations. Here, for the global managers, the importance of the knowledge of diverse
cultures and the ability to successfully interact with others outside their own culture is
critical to the overall success of the internationalization. Various scholars have theories
about interculturalism, intercultural communication, cultural recognition and their
implementation in the global business.
In this study we will firstly define these concepts, and their meaning in
internationalization of a company. Moreover, we will realize a case study about The Walt
Disney Company’s internationalization, and how these concepts have been executed in
their internationalization process.
In order to get more heterogeneous results, finally we will carry out four in-depth
interviews with internationalization managers of four different companies producing
different products, services or experiences to different target markets, internationalizing
to different countries or regions. With these interviews, we want to better understand the
role of cultural recognition and glocalization in the internationalization of a company,
and its importance in different business areas. [-]
Paraules clau / Matèries
Descripció
Treball Final de Grau en Humanitats: Estudis Interculturals. Codi: HU1036. Curs acadèmic 2017/2018
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info:eu-repo/semantics/bachelorThesisDrets d'accés
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