THE CONCEPT OF GLOCALIZATION AND ITS DEFINITION IN THE ECONOMIC THEORY
The main foreign and domestic concepts of defining glocalization and their correlation with the notion of globalization are given, examples of the economic definition of glocalization are given, parameters for studying globalization in the economic sphere are derived.
Keywords: glocalization, globalization, glocal marketing.
Highlights:
glocalization does not oppose globalization, but is a concomitant process of the penetration of global trends into local practices and, conversely, the acceptance of local characteristics by local actors (societies, states, enterprises).
glocalization in the economic sphere can be defined as a mixture of local and global characteristics within the economic activities of states, regions, local enterprises and transnational corporations;
parameters of globalization in the economic sphere can be: adaptation of international economic practices by local enterprises to enter the international market; change in the output of international corporations to meet the demand of local markets; the application of international experience of economic reforms in the state or regional economy.
Natalia S. Sergeeva, a post-graduate student, Samara State University of Economics.