How to Go GloCal: Omni-Brand Orientation Framework
通过对50位高管的访谈，开发了一个双维度概念框架，帮助全球品牌和本土品牌通过建立本土真实性和全球接受度来打造“全球本土化”品牌，并进一步通过19位高管的后续研究揭示了成功循环的驱动因素。
The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a “gloCal” brand. Using an interpretive analysis of interviews with 50 executives, the authors offer new insights into building and succeeding as a gloCal brand. The study shows that global brands are trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. A follow-up study with 19 executives dives deeper into the drivers of success and leads to a conceptualization of a gloCal success cycle, which identifies components and strategies that enable brands to win both globally and locally.