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Understanding the Concept of Internationalization Internationalization is a crucial business strategy for expanding market reach beyond domestic borders. It involves designing products, services, or businesses with the intent to appeal to and function effectively in multiple countries (Morris, 2017). This process is essential as globalization progresses, interconnecting economies and blurring
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Understanding Glocalization Glocalization – a term coined by sociologist Roland Robertson in 1980 – represents the combination of globalization and localization processes that allows businesses to cater to consumers’ unique needs within specific markets while maintaining an international presence. The concept of glocalization stems from the recognition of the simultaneous
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