Just as Roland Robertson took up this unlikely concept in the social theory of globalization to show the fallacious dichotomization of ‘homogenization’ and ‘heterogenization’, arguing instead that the tendencies denoted by these terms are ‘mutually implicative’ (1997, p. 27), glocalization was embraced in marketing as the practical wisdom of creating the right balance between minding the bottom line of standardization while meeting the demands of localization—more than just a point on a continuum.