Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/274265 
Erscheinungsjahr: 
2021
Quellenangabe: 
[Journal:] Journal of Open Innovation: Technology, Market, and Complexity [ISSN:] 2199-8531 [Volume:] 7 [Issue:] 4 [Article No.:] 205 [Year:] 2021 [Pages:] 1-25
Verlag: 
MDPI, Basel
Zusammenfassung: 
This study examines how Nongshim, a Korean instant noodle manufacturer, has expanded its operation globally within the concept of "open innovation" through its glocalization strategy, and how this strategy differs from the existing glocalization method enforced by global companies. The study shows how Nongshim used its unique glocalization strategy of "globalized localization", outlining the three stages by which the company switched its "glocalization focus", starting with "localizing", moving through "globalizing", then back to "localizing", while retaining its ultimate purpose of globalization. From the basis of the case analysis, the study proposes a "pendulum theory" that can be applied to local companies that are planning to expand their business in a global market.
Schlagwörter: 
case study
corporate glocalization
globalization
glocal strategy
instant noodles
Nongshim
open innovation
pendulum theory
US market
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