Prerequisites and Outcomes of Glocalization of Marketing Strategies by International Retailers: the Case Study of IKEA and Home Depot in China

During the last decades, the international retailers' marketing strategies have been characterized by the event of globalization, that led to offer a standardized and homogenous marketing mix (Product, Price, Place, Promotion) to different markets all over the world. Nonetheless, adapting to specific needs and preferences, respecting the local socio-economic aspects and tailoring to the peculiar characteristics of the target market have become an indispensable challenge that an international retailer must face in order to stay competitive. The compromise between globalization and localization is known by the scholars as “glocalization”. Thus, this research is going to present the prerequisites and outcomes of the glocalization of marketing strategies by international retailers through the study of the theoretical framework concerning this topic and the analysis by comparison of two case studies in the largest retail market in the world: China.