Is “glocalization” still the golden way for Electrolux? Is there more to be done?

Volume: 60, Issue: 4, Pages: 463 - 476
Published: Jul 31, 2017
Abstract
Electrolux is the company in the worldwide household appliances industry with the widest geographic reach. But Electrolux manages to cope with regionalization in a clear and effective way, based on its dedication to deep local consumer insight. Electrolux is balancing between globalization and localization in the different key functions, searching to take the best from the two. We conclude that Electrolux has chosen a true glocalization...
Paper Details
Title
Is “glocalization” still the golden way for Electrolux? Is there more to be done?
Published Date
Jul 31, 2017
Volume
60
Issue
4
Pages
463 - 476
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