Social networks as glocal products: The case of Facebook

Detalhes bibliográficos
Autor(a) principal: Kohl, Martina
Data de Publicação: 2013
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/9815
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling Social networks as glocal products: The case of FacebookStandardization and adaptationGlocalPersonal valuesFacebookA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe appropriateness of following a globally standardized or locally adapted strategy in global marketing has been subject of an on-going debate for several decades. However, little research exists of how to follow standardization and adaptation (s/a) simultaneously and to take advantage of both strategies, in brief how to follow a GloCal approach. Thus, the purpose of this case study is to generate theoretical insights of how to follow a GloCal strategy, based on the case of Facebook. After reviewing critical points of current knowledge in the field of s/a, qualitative research via open-ended in-depth interviews from a sample of Facebook users from 16 different countries was conducted. The outcome supports that common needs and individual usage behavior of Facebook users favor a strategy that is simultaneously standardized and adapted, within different aspects of the product element. Results are presented narratively intertwined with theory and prior study results. Findings reveal that Facebook is following a GloCal approach. By abstracting from the case of Facebook to a general level theoretical insights are gained of how to follow s/a simultaneously. This work contributes to existing theory, since it is a starting point to close the research gap of how to follow s/a simultaneously in international marketing. Additionally, it exhibits the significance and importance of the GloCal approach. Regarding practitioners this work provides guidance on how to create synergies, while considering differences within their international marketing strategies.NSBE - UNLLages, Luis FilipeRUNKohl, Martina2013-06-06T10:41:28Z2013-012013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/9815enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:43:08Zoai:run.unl.pt:10362/9815Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:03.352839Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Social networks as glocal products: The case of Facebook
title Social networks as glocal products: The case of Facebook
spellingShingle Social networks as glocal products: The case of Facebook
Kohl, Martina
Standardization and adaptation
Glocal
Personal values
Facebook
title_short Social networks as glocal products: The case of Facebook
title_full Social networks as glocal products: The case of Facebook
title_fullStr Social networks as glocal products: The case of Facebook
title_full_unstemmed Social networks as glocal products: The case of Facebook
title_sort Social networks as glocal products: The case of Facebook
author Kohl, Martina
author_facet Kohl, Martina
author_role author
dc.contributor.none.fl_str_mv Lages, Luis Filipe
RUN
dc.contributor.author.fl_str_mv Kohl, Martina
dc.subject.por.fl_str_mv Standardization and adaptation
Glocal
Personal values
Facebook
topic Standardization and adaptation
Glocal
Personal values
Facebook
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2013
dc.date.none.fl_str_mv 2013-06-06T10:41:28Z
2013-01
2013-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/9815
url http://hdl.handle.net/10362/9815
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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