Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/274265 
Year of Publication: 
2021
Citation: 
[Journal:] Journal of Open Innovation: Technology, Market, and Complexity [ISSN:] 2199-8531 [Volume:] 7 [Issue:] 4 [Article No.:] 205 [Year:] 2021 [Pages:] 1-25
Publisher: 
MDPI, Basel
Abstract: 
This study examines how Nongshim, a Korean instant noodle manufacturer, has expanded its operation globally within the concept of "open innovation" through its glocalization strategy, and how this strategy differs from the existing glocalization method enforced by global companies. The study shows how Nongshim used its unique glocalization strategy of "globalized localization", outlining the three stages by which the company switched its "glocalization focus", starting with "localizing", moving through "globalizing", then back to "localizing", while retaining its ultimate purpose of globalization. From the basis of the case analysis, the study proposes a "pendulum theory" that can be applied to local companies that are planning to expand their business in a global market.
Subjects: 
case study
corporate glocalization
globalization
glocal strategy
instant noodles
Nongshim
open innovation
pendulum theory
US market
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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