Localization Strategies for Global E-Business
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1 Localization Strategies for Global E-Business Ni pn Singh CAMBRIDGE UNIVERSITY PRESS
2 CONTENTS List of figures List of tables Preface Illustration credits and acknowledgements page viii x xi xiii Chapter 1 Global e-commerce opportunities and challenges 1 Global e-commerce opportunities 1 Global e-commerce challenges 6 Socio-cultural environment 9 Impact of language and culture on website and content design 10 Geopolitical environment 13 Legal environment 15 Economic environment 21 Conclusion 24 Chapter 2 International e-business expansion and market entry strategies 28 The new multinationals 28 International e-business strategic factor markets 32 Internationalization challenges 35 Internationalization approaches 39 Achieving international e-business expansion 42 Foreign market entry modes 47 Chapter 3 Global online consumer segmentation 55 Segmentation approaches 55 Importance of segmentation 57 Global online user segments 59 BRIC online consumers 61 Identifying global customers using global CRM 64 Segmentation for optimizing web localization efforts 71 Global online consumer segmentation model 74
3 vi CONTENTS 0 Global consumer trends \ 78 Conclusion 80 Chapter 4 Web globalization strategies 83 Web globalization challenges 83 Web globalization dilemma 1: standardization or localization? 84 Web globalization dilemma 2: to centralize or to decentralize? 95 Web globalization dilemma 3: in-house versus outsourcing 98 Web globalization dilemma 4: level of localization 101 Web globalization dilemma 5: in which languages to localize? 104 Web globalization dilemma 6: what skill set is needed for web globalization? 106 Global strategies for successful web globalization efforts 107 Conclusion 113 Chapters Developing international websites: internationalization 119 Developing international websites 119 Website globalization, internationalization, localization, and translation 120 Unicode 125 Why internationalize (il8n)? 129 What does internationalization (il8n) entail? 131 Internationalization checklist 138 Writing for an international audience 141 Darwin Information Typing Architecture (DITA) 142 Preparing documents for translation. 143 Chapter 6 Effectively localizing international websites 148 Importance of website localization 148 Website localization challenges 149 Locating international websites 151 What is culture? 158 Culturally customizing websites: importance of semiotics 159 Culturally customizing websites: importance of cultural values 166 Culturally customizing writing styles 170 Chapter 7 Managing a web globalization value chain 183 The value chain concept 183 Web globalization value chain components 184 Pre-value-chain analysis 185 Support layer of the web globalization value chain 187 Primary activity 1: internationalization 194 Primary activity 2: localization 196
4 CONTENTS 9 S ;. vii Primary activity 3: testing 200 Primary activity 4: global content management 201 Coordinating the web globalization value chain: localization project management 202 Agile development for localization efficiencies 205 Case study: localization management at Compuware-Changepoint 208 Chapter 8 Optimizing international websites 213 Introduction 213 Optimizing via content management systems 214 Optimizing through a translation management system 217 Case study: l&l Internet AG implementing a translation management system for efficiency gains 222 International search engine optimization 225 Keywords for local and multilingual sites 228 Linking strategies for local and international sites 234 Case study: Marina Bay Sands, Singapore, developing a multilingual web presente 237 Chapter 9 Assessing web globalization efforts 244 Global website usability issues 244 Web usability guidelines 246 Web analytics for international web assessment 248 Measuring international website acceptance 251 Assessing web localization efforts: the localization score card 254 Research highlight: assessing the impact of cultural adaptation on international website acceptance 259 Assessing web globalization costs Chapter 10 Strategic industry insights and emerging localization trends 269 Introduction 269 The mobile web 270 Challenges presented by the mobile interface 272 Tips for adapting content for the mobile web 274 The growing crowdsourcing trend 276 Strategic industry insight 1: community translation 282 Strategic industry insight 2: emerging machine translation technologies 287 Strategic industry insight 3: game localization's challenges and opportunities 292 Web globalization resources 298 Index 309
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