Glocalisation Strategies Being Employed in Indian Retail Sector during the times of Crisis

Abstract

Due to interlinkages of markets and countries something happening in one country affects all the other countries linked to it in one or the other manner. During testing times it becomes difficult for the company to reposition itself or gain back the faith of the customers. It is seen over a period of time that the products and services being offered see a world of change in their positioning during recessionary times. With the ever changing positioning strategies being employed by countries globally, local companies also have a makeover so as to increase their acceptability. This paper is an effort to understand the various strategies which can be employed by companies to combat the recession in the process of offering the products and services to the ultimate consumers. With the advent of rapid changes in technologies and global inter-linkages the customer's periphery has also extended to include the global customers. In addition offerings have to be customized nowadays to suit the needs of customers specifically. During such times, efforts are made to incorporate the impact of recession on marketing decisions and the adjustments in marketing strategies and action.