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Global Local And International Trading

Decent Essays

The rapid development of modern society leads to the emergence of global phenomena, including globalization. Advances in technology, transportation and international trading are among the contributing factors to the process of globalization. Researchers have closely studied different dimensions of globalization, and one of them is cultural globalization. As the world is aiming to reach a global culture, there are increasing interpenetration and interaction between global forces and the localities. Therefore, the term ‘global-local nexus’ is coined in order to conceptualize the complex relationships between the global and the local. This project adopts the concept of ‘global-local nexus’ using the case study of Starbucks in Vietnam to examine how a global brand operates in a domestic context and the cultural forms arise from that. The essay will first explore the practices that Starbucks company employs to adapt to the Southeast Asian country’s culture, then examines its significant impact on this market, and finally how the local react to the coming of Starbucks. The analysis reveals that the global-local blend is created by the adaptation of both cultures, resulting from various processes of global-localization, or glocalization.

History of the two different coffee cultures

Coffee, apart from being the world’s second most traded commodity, has long been considered a type of culture. Drinking coffee is not simply enjoying the flavor of the popular drink, but it also

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