IntroductionOne of the major hallmarks of the twenty-first century business environment is the opportunistic growth of globalization. Today's global communications, business relationships, and mutual dependence pose new and evolving challenges to business strategists. World trade has grown phenomenally due to globalization. (Al-Hyari, et-al, 2011) The transportation of people and goods in all areas of the world has never been as fast and economical as it is today (Pinho and Martins, 2010). Globalization can be briefly defined as a historical process characterized by increasing engagement between peoples in all corners of the globe (Modelski, 2003, pp.55-59). Glocalization and standardization can both be key elements and strategies of globalization. Glocalization is the concept that in a global market, a product or service is more likely to succeed when it is adapted to the location or culture in which it is sold. Standardization is the opposite of glocalization and is often less successful because a product is not altered or adapted to specific cultures: instead it is the same product, the same advertising and the same target market. However this is often an unsuccessful approach due to cultural differences. It could be argued that we live in a globalizing world. A globalized world is the creation of a global market and a global consumer. This idea is that all consumers are very similar in their wants and needs and will therefore purchase the same products. It could be argued that this is not accurate due to cultural differences, for example, although coffee is consumed all over the world, it is consumed very differently depending on where in the world it is found. Globalization It is difficult to give an exact description..... . half of the article ......based on the review of previous studies it can be indicated that there is no agreement among scholars on the effects of globalization on national cultural differences. Authors who believe in the existence of a homogeneous global culture suggest that standardization is the best strategy. Other authors argue that adaptation is the best solution. More recent authors who highlight the difficulty in applying both strategies in practice and underline the importance and necessity of using both adaptation and standardization simultaneously (Sorenson and Wiechmann, 1975; Prahalad and Doz, 1986; Boddewyn et al. , 1986; Douglas and Wind, 1987) have created a new school of thought; the stand-adapt strategy. It is recommended that companies wishing to succeed in an international market must use both strategies to succeed as globalization can create divergence or convergence.