| ID | 153646 |
| Title Proper | Glocalization of subway in India |
| Other Title Information | how a US giant has adapted in the Asian subcontinent |
| Language | ENG |
| Author | Matusitz, Jonathan ; Demi Simi, Jonathan Matusitz ; Simi, Demi |
| Summary / Abstract (Note) | This paper examines how Subway, the US fast food restaurant franchise, has adapted to Indian culture. Glocalization theory will be the guiding framework used in this analysis. Glocalization rests on the premise that a universal concept must change to fit and function in a local culture. Blending the local and the global, it provides a passage to empowerment where modifications to a particular commodity can make it prosper in various traditions. Four important themes of glocalization emerged from this analysis: (1) adjustment of restaurant ambience; (2) adoption of Jain values; (3) adjustment of advertising practices; and (4) adjustment of the use of social media. An important conclusion is that, although India is embracing modernity, Subway has honoured many religious and cultural views in that nation. |
| `In' analytical Note | Journal of Asian and African Studies Vol. 52, No.5; Aug 2017: p.573-585 |
| Journal Source | Journal of Asian and African Studies 2017-10 52, 5 |
| Key Words | Culture ; Hinduism ; India ; Glocalization ; Adaptation ; Jainism ; Subway |