Glocalization design strategies of multinational enterprises in the context of revitalizing historic districts: Case studies in China and Europe

The rapid economic growth caused by globalization has also led to the conflicts between economy and culture. Historic buildings reused by multinational corporations (MNCs) or multinational enterprises (MNEs) in cultural districts could well spur urban revitalization with their economic capital and business expertise. Nevertheless, with large scales and standardized business models, MNCs/MNEs normally maintain a high degree of consistency in their standardized architectural and interior design around the world. Historic districts are thus often caught in the dilemma of the diversity of cultural heritage conservation and the homogeneity of international enterprises' business models, which would inevitably cause the tension surrounding the conflicting identities between those MNCs/MNEs global presence and the local sensitivity attached to the cultural heritage. In historic districts, from the point of cultural conservation of heritages, it seems worthy to know how urban planning/design restrictions on the building utilization and decoration style are enforced in the context of commercial revitalization. Therefore, in the game of economic capital verses culture and social capital, the localized adjustments had to be made in architectural design