Effectively localizing international websites

Nitish Singh

doi:10.1017/CBO9780511920226.007

6 - Effectively localizing international websites

Published online by Cambridge University Press: 05 June 2012

Nitish Singh

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Nitish Singh: Affiliation:
St Louis University, Missouri

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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 - 182

DOI: https://doi.org/10.1017/CBO9780511920226.007 [Opens in a new window]

Publisher: Cambridge University Press

Print publication year: 2011

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