A new success mantra – global v/s local or both

Globalization is considered as a new paradigm in International Business. In today's era of standardization of products and brands loosing its concentration of consumers product's at a global markets, as corporate understand there success mantra behind it. “ Those consumers get easily influence through local characteristics of products and services “as it would give them more satisfaction and easy access to get after sales supports and other related facilities. Due to this reason the term global encapsulate from global – local and globalization to globalization “, hence global corporate now have common slogan which is “Think Globally Act Locally”. In order to remain survive in this cut throat competition structure of market.

This paper is based on descriptive research and we have tried to justify why localization of products are better than globalization of product and services and how it has change the market structure as a whole.