Global Brands Local Presence - The Glocalisation of Brands and Its Influences on Consumers uses the compendium
as a medium to explore and understand the evolution of the concepts mentioned in the globalisation theory. The concept "globalisation" has become an overwhelming topic in today's context, but the very fact of its popularity signals that there is a need for caution in the usage of the term.
With this compendium, it serves as a compilation of the broad term concepts and processes, by first examining the concept of globalisation, and its tangled relationship in the aspect of culture. Following on, the compendium traces the history and developments of the term "glocalisation", and then touches on the applications and discussions surrounding the particular term.
A point to note is that, although the compendium tries to serve as a collection of discussions and arguments made by
the seminar figures in the topic of globalisation, however, the collection featured here is merely the tip of the iceberg. Given that globalisation itself is a complex process and concept, this compendium has its limitations, and it is beyond
its scope and intent to cover the full wide range of topics discussed.
