Glocalization

According to The Oxford Dictionary of New Words
the term ‘glocal’ and the process noun ‘glocalization’
are ‘formed by telescoping global and local to make a
blend’. Also according to the Dictionary that idea has
been ‘modelled on Japanese dochakuka (deriving from
dochaku “living on one’s own land”), originally the
agricultural principle of adapting one’s farming techniques
to local conditions, but also adopted in Japanese
business for global localization, a global outlook adapted
to local conditions’ (emphasis in original). More specifically,
the terms ‘glocal’ and ‘glocalization’ became
aspects of business jargon during the 1980s, but their
major locus of origin was in fact Japan, a country which
has for a very long time strongly cultivated the spatiocultural
significance of Japan itself and where the general
issue of the relationship between the particular and the
universal has historically received almost obsessive
attention. By now it has become, again in the words of
The Oxford Dictionary of New Words, ‘one of the main
marketing buzzwords of the beginning of the nineties’.