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
6 - Effectively localizing international websites
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
Importance of website localization
As outlined in the previous chapter, localization in a broad sense involves adapting products, services, communications, and other assets involved in customer interactions so that they meet local consumer expectations. More specifically, localization is the process of adapting products and services (e.g., websites, manuals, and software applications) in accordance with linguistic, cultural, technical, functional, and other locale-specific requirements of the target market.
Various experts now agree that the web is like an advertising or communication document that mimics society’s culture, values, and aspirations (Cyr and Trevor-Smith, 2004; Singh and Matsuo, 2004; Hermeking, 2005). Thus the web allows people to express themselves in a culturally meaningful manner, but also poses a challenge to companies, as they have to create content that their consumers find interesting and that meets their expectations.
Why localize?
Companies that can technically, linguistically, culturally, and functionally leverage the interactive properties of the web can deliver content that meets online consumer needs and results in desired consumer behavior.
Studies find that website localization and cultural customization can lead to better website navigation, web usage, and attitudes toward the site; it can even yield higher purchase intentions.
- Type
- Chapter
- Information
- Localization Strategies for Global E-Business , pp. 148 - 182Publisher: Cambridge University PressPrint publication year: 2011