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| Details |
| Case Code: CLIBE006 |
| Case Length: 2 pages |
| Period: -- |
| Pub Date: 2005 |
| Teaching Note: Not Available |
| Subject :Business Environment |
| Price:Rs.50 |
| Organization :-- |
| Industry :-- |
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Localizing a Website* |
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| The caselet explains the strategy that companies can adopt to succeed in the global market. It explains why websites need to be localized and gives information on translation software and web translators. |
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Issues: |
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- How can companies target consumers across the globe.
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- What should be the contents of a multilingual website.
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- The need to customize products & services.
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| Introduction |
In the global business environment where companies are operating across borders, localization seems to be a better strategy than standardization. Companies that have a presence in international markets localize their websites and products to appeal to the target consumers.
Localization does not mean restricting the flow of information, technology, trade and investment, management and legal structures. These are encouraged but the emphasis is on localizing them to suit the needs, tastes, and preferences of customers in the host country.
Localization of the website is one area where companies need to lay a lot of emphasis.It means localizing the company's website to suit the needs, tastes, and preferences.......
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| Questions |
1. Companies operating in international markets localize their products and services. What are the advantages of localization? Do you think localization is the right strategy for international marketers?
2. Companies have realized that localization of their websites is an essential part of their localization strategy in international markets. Why is localization of the website important in international business?
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Keywords |
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Localization, standardization, Amazon.com, Ford, Toyota, P&G, McDonald's, Honda, GM, Pepsi, Coca-Cola, international marketing
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US
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