A local fast-food outlet in Jaipur introduces a “Navratri Special” menu (no onion, no garlic) for nine days while keeping its regular burgers and pizzas for the rest of the year. This market strategy is called…
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Glocalization of Culture
Option (1) Glocalization of Culture — Correct. Glocalisation is the mixing of the global with the local, a strategy firms adopt when dealing with local traditions in order to sell better; McDonald’s, for instance, goes vegetarian during the Navaratri festival. The Jaipur outlet does the same: it keeps its burgers and pizzas, the global menu, and adds a no-onion, no-garlic menu for the local festival.
Option (2) Culture of Consumption — Incorrect. The culture of consumption is the growing role of buying and enjoying goods, food, fashion and entertainment in shaping the growth of cities and people’s way of life. The case is about how a menu is blended to suit a local festival, not about people’s buying habits.
Option (3) Homogenization of Culture — Incorrect. Homogenisation is the view that all cultures will become similar under globalisation. The outlet does the opposite: it keeps a local festival tradition alive beside the global food it sells.
Option (4) Corporate Culture — Incorrect. Corporate culture is a branch of management theory that tries to raise productivity by creating a unique organisational culture involving all members of a firm. It concerns life inside the company, not the menu offered to customers.
NCERT (2025-26): “Homogenisation Versus Glocalisation of Culture A central contention is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous. Nor is it entirely delinked from the commercial interests of globalisation. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDonald’s sells only vegetarian and chicken products in India and not its beef products, which are popular abroad. McDonald’s goes vegetarian during the Navaratri festival.…” |