Social networks as glocal products: The case of Facebook

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

The 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.