Do you ever wonder what is the difference between Globalization and Localization?
The current and modern way of trading makes it easier for any entrepreneur to expand their business globally. If you have a rapidly growing business, then you know that internationalization, as a corporate strategy, increases the complexity of communicating, respecting, understanding and working in new markets. Even if the right path to go global may not exist, it is essential to know which challenges await you and especially how to choose an adapted internationalization strategy.
1. What is Internationalization and Why is it a Business Strategy?
– Let’s Take a Look at the Definition!
Internationalization is a process which “requires a combination of both international and technical expertise, and generally involves both deploying new systems and reengineering existing ones”. By making your product international, ”you design or develop your content, application, specification, and so on, in a way that ensures it will work well for, or can be easily adapted for, users from any culture, region, or language”.
– Reasons to Internationalize
Whether you are a software, video games, website design or any other multimedia company, it is a good idea to ask yourself whether you should go global, and consider an appropriate strategy to make it work.
- You want to expand your business
- You want to diversify & satisfy your customers from different parts of the world and meet an increasing demand
- You feel that your business is ready to make the next big move and go beyond national boundaries
you want to be successful on all new markets
– Internationalization from the User’s Perspective
Nowadays, everyone can purchase new products online, for example, any software can be downloaded from anywhere in the world; any item can be bought anytime without it being physically available in store.
– Internationalization from Your Perspective
The risk is that your product isn’t adapted to the way your client desires, mainly because you didn’t originally plan to sell it in their country. This can lead to frustration among users.
As Maria Garioni said: “A global vision and strategy is therefore essential to succeed in modern markets shaped by the technological progress brought about by the digital revolution, and to be successful in present-day increasingly challenging economical and political frameworks”.
2. Globalization vs. Localization: Core Differences
Globalization is “a situation in which available goods and services, or social and cultural influences, gradually become similar in all parts of the world”. This means that you want to erase regional characteristics in order to make your product globally accessible.
Localization is “the process of making a product or service more suitable for a particular country, area, etc.”. Here, on the contrary, you want to adapt your product to a very specific target audience.
3. Build Your Own International Business Strategy
– Provide a Framework
Whether you are launching a globalization or a localization process, a strategy is needed in both cases in order to clearly identify the goals and the working method of your internationalization process.
Naturally, every product and business is different; it is essential to build your own strategy.
Find out more about this topic:
Five Questions to Build a Strategy by Roger L. Martin
A Manager’s Guide To International Strategy by Julia Hanna
– Find International Partners
An international business strategy will automatically allow you to tie relationships and communicate with several partners in different domains: Marketing, Sales, Business Development Personnel, Language Vendors, Translators, Proofreaders, Language Service Providers, Software Engineers, Project Managers, Testers, Publishers, DTPers, Localization Managers.
Find out more about a good relationship with a language vendor!
4. Take Action !
You have now found out more about the outlines of globalization and localization. It’s time for you to study the most adapted solution for your business and build your own strategy.
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