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This paper examines the methods adopted by Wal-Mart to cater to local cultures in China. This analysis draws on glocalization, a concept that refers to the interaction of the global and the local, or the incorporation of local elements into global products and/or services. This paper is important for two reasons. First, glocalization, in and of itself, has the capacity to enhance scholarly understanding of globalization with reference to global agency and cultural differentiation. Second, not only is China a nation where Wal-Mart had to glocalize the most; China is also the fastest growing market in the world. So, this analysis can bring fresh insights into today's reality of globalization processes. One of the consequences of Wal-Mart's strategy of glocalization is that it contributes to its status of 'cathedral of consumption' even more. A cathedral of consumption refers to an incomparable magnitude of global success (achieved by a major corporation) that gives birth to a consumer religion and a display of abundance and excess. Este articulo examina los metodos adoptados por Wal-Mart para satisfacer a las culturas locales en China. Este analisis se basa en la glocalizacion, un concepto que se refiere a la interaccion entre lo global y lo local, o a la incorporacion de elementos locales dentro de los productos o servicios globales. Este articulo es importante por dos razones. Primero, la glocalizacion en si, tiene la capacidad de mejorar la nocion academica de la globalizacion, con referencia a la agencia global y a la diferenciacion cultural. Segundo, China no solo es una nacion donde Wal-Mart tuvo que glocalizarse en mayor grado; sino que ademas es el mercado de mayor crecimiento en el mundo. Asi, este analisis puede traer un conocimiento fresco a la realidad actual de los procesos de globalizacion. Una de las consecuencias de la estrategia de glocalizacion de Wal-Mart es que contribuye mas aun a su estado de “catedral de consumo”. Una catedral de consumo se refiere a una magnitud incomparable de exito global (lograda por una corporacion mayor) que da vida a una religion de consumidor y a un despliegue de abundancia y exceso. [image omitted] [ABSTRACT FROM AUTHOR]

This article examines how ideas of global standardization, localization, and regionalization are played out in relation to global marketing. Its aim is to deepen present understanding of global marketing communications and corporate strategy through case studies examining corporate responses to the issues of global standardization, localization, and regionalization. To do this, a research project was developed: an exploratory analysis of the advertising trade-press literature over a ten year period (1997-2007) mapping how three major multinational corporations (MNCs)-Coca-Cola, McDonald's, and Colgate-Palmolive-engage with marketing from the global, to the local, and the regional. From this exploratory analysis, two key developments emerge. The first is that, despite individual variations in each corporation's response to global marketing, in broad terms the dominant global marketing approach is one of 'glocalization'. The second key development and key argument of this paper is that, while the reemergence of 'regionalization' in analyses of global marketing and corporate strategy is becoming more prevalent, the term as presently understood requires significant conceptual revision. Thus we propose and develop the concept of 'strategic regionalism' as a valuable umbrella term for capturing some of the nuances of regionalization as it pertains to and is practiced within global marketing communications and corporate strategy. Este articulo examina como las ideas de localizacion, regionalizacion y estandarizacion global se han desarrollado en relacion al mercadeo global. Su objetivo es profundizar el conocimiento actual sobre las comunicaciones del mercadeo global y la estrategia corporativa a traves de estudios de caso, para analizar las respuestas corporativas a temas como la regionalizacion, localizacion y estandarizacion global. Para lograrlo, se desarrollo un proyecto de investigacion: un analisis preliminar de la literatura de prensa especializada en publicidad durante un periodo de diez anos (1997-2007). Se realizo un mapeo de como las tres principales corporaciones multinacionales (MNCs)-Coca-Cola, McDonald's, y Colgate-Palmolive-abordan el mercadeo a partir de lo global, a lo local y por ultimo lo regional. De este analisis preliminar, surgieron dos resultados fundamentales. El primero consiste en que, a pesar de las diferencias en la respuesta de cada corporacion al mercadeo global, en terminos generales, el enfoque predominante del mercadeo global fue el de 'glocalizacion'. El segundo resultado y argumento fundamental del articulo consiste en que, mientras el resurgimiento del termino de 'regionalizacion' predomina en el analisis de mercadeo global y de estrategia corporativa, dicho termino requiere una revision conceptual. Por lo tanto, proponemos desarrollar el concepto de 'regionalismo estrategico', como un termino generico que reuna los diferentes matices de regionalizacion pertinentes, que se utilizan en las comunicaciones de mercadeo global y estrategia corporativa. 本文探讨全球标准化、本土化和区域化等概念相对于全球营销现象是如何过时了。通过案例研究，本文考察了公司是如何应对全球标准化、本土化和区域化等问题的，其目的是要深化对全球营销传播和公司战略的现有理解。为此，我们进行了一项研究：深入分析十年内（1997-2007）三大跨国公司（MNCs）即可口可乐、麦当劳和高露洁的广告宣传文献，勾画它们如何进行从全球到地方到区域各个层次的营销活动。从这一分析来看，有两个重要发展。首先是，尽管各公司的全球营销战略存在个体间差异，广义地讲，主导性的战略还是'全球本土化'。第二个重要发展也是本文的主要观点是，虽然在分析全球营销和公司战略的过程中，再度出现'区域化'越来越普遍，但目前所理解的'区域化'在概念上需要进行重大修正。因此，我们提出和发展了'战略区域主义'这一有用的包容性概念，以抓住区域化在涉及和运用于全球营销传播和公司战略时的一些细微差别。 [ABSTRACT FROM AUTHOR]

This article offers a critical social science perspective on the globalisation of disaster resilience. It is argued that the regulatory experimentation, typical of neoliberalisation, has begun to increase standardisation of emergency and security practices. Examples of this can be seen in the growth of general principles, non-statutory guidance, and international standards designed to improve resilience to disasters. This represents the creeping 'neoliberalisation' of 'disaster resilience'. When this results in over-standardisation a 'rigidity trap' is created. Regulatory experimentation may enhance the resiliency of organisations and infrastructure, but when standards and benchmarks seek to create 'resilient subjects' and 'resilient communities' the positive potential is lost in bureaucratic inflexibility. The neoliberalisation of resilience, if unchecked, will undermine the very flexible capabilities and adaptive capacity it is claimed that a focus on resilience can create. [ABSTRACT FROM AUTHOR]