Glocalization Of Subway In India: How A Us Giant Has Adapted In The Asian Subcontinent

Keywords

Adaptation; culture; glocalization; Hinduism; India; Jainism; Subway

Abstract

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.

Publication Date

8-1-2017

Publication Title

Journal of Asian and African Studies

Volume

52

Issue

5

Number of Pages

573-585

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1177/0021909615596764

Socpus ID

85022014364 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85022014364

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