Selling Who We Are and/ or What Our Product Is: Self-presentational Strategies in Italian Company Websites and Product Promotion

With the advent of globalization, companies have started to feel the overriding need to present themselves not exclusively to the local marketplace, but to the global world as well. Accordingly, if on the one hand the intensified flow of capital, goods and technology has spurred companies to focus on expressing their uniqueness, on the other it has made them aware of the importance of being part of a community. This is why the recently coined term ‘glocalization’ is becoming more and more widely used, since it focuses on the interplay of the two interdependent concepts of globalization and localization.