Book contents
- Frontmatter
- Contents
- Figures
- Tables
- Preface
- Illustration credits and acknowledgements
- 1 Global e-commerce opportunities and challenges
- 2 International e-business expansion and market entry strategies
- 3 Global online consumer segmentation
- 4 Web globalization strategies
- 5 Developing international websites: internationalization
- 6 Effectively localizing international websites
- 7 Managing a web globalization value chain
- 8 Optimizing international websites
- 9 Assessing web globalization efforts
- 10 Strategic industry insights and emerging localization trends
- Web globalization resources
- Index
- References
4 - Web globalization strategies
Published online by Cambridge University Press: 05 June 2012
- Frontmatter
- Contents
- Figures
- Tables
- Preface
- Illustration credits and acknowledgements
- 1 Global e-commerce opportunities and challenges
- 2 International e-business expansion and market entry strategies
- 3 Global online consumer segmentation
- 4 Web globalization strategies
- 5 Developing international websites: internationalization
- 6 Effectively localizing international websites
- 7 Managing a web globalization value chain
- 8 Optimizing international websites
- 9 Assessing web globalization efforts
- 10 Strategic industry insights and emerging localization trends
- Web globalization resources
- Index
- References
Summary
Web globalization challenges
As companies leverage the web to expand globally, they also experience various challenges involved in successful international e-business expansion. A number of challenges associated with the international e-environment have been outlined in the previous chapters. In this chapter the goal is to outline some challenges related to the organizational and technological capabilities required for international e-business expansion, particularly challenges related to the development of international websites. Companies that understand these challenges are more likely to have a successful web globalization effort.
Web globalization
Web globalization addresses all enterprise-wide issues that are involved in successfully launching and maintaining international websites and achieving international e-business expansion.
When companies launch international sites for various countries, ideally they should be adapted to various country-specific requirements. To facilitate the localization of the content for multiple locales, companies need skills, knowledge, vision, and a clear sense of direction in order to steer their web globalization efforts successfully. The concept of “web globalization” addresses all company-wide issues that are involved in successfully launching and maintaining international websites and achieving international e-business expansion.
- Type
- Chapter
- Information
- Localization Strategies for Global E-Business , pp. 83 - 118Publisher: Cambridge University PressPrint publication year: 2011