Choose speciality channel:   Choose sector channel:     Search the site

Industry Research


Localisation practices of multinational companies

Localisation practices of multinational companies

The findings of a pioneering research study that examines the localisation practices of multinational corporations have been released
It examines how well they are adapting to countries, cultures, and languages.
To obtain a cross-sectional view from various organisational departments about each company’s localisation practices, the study surveyed international business managers, localisation managers, e-business managers, web-content managers, IT managers, and marketing managers within Fortune 500 companies with a multi-national presence.

According to two reports that summarise the research findings, ‘The Strategic Role of Localization in Multinational Enterprises’, and ‘Current Web Globalization Practices: An Industry Analysis’ - there is a gap in the perceived and actual importance multinational corporations place on localisation of their software, websites, and products for international markets.
CEO and Managing Director of Conversis Gary Muddyman, who co-authored the research findings, said, “Companies are talking the talk when it comes to recognising the importance of localising their products and websites, unfortunately, they are not walking the walk.
”The majority of corporations are ill prepared to expand globally and until they put a premium on localisation, their expansion into global markets will fail.”

By means of example, 80 per cent of the senior management surveyed considered localisation a strategic priority, but the resources allotted are not relatively proportional to the strategic importance placed on localisation.
More than half of the respondents only allocate between one and five per cent of their budget to localisation and translation services.

More importantly, these companies see global trade – and their target markets in the next three to five years - increasing with countries like China, Japan and India.
Yet an assessment of these companies’ websites shows they have only localised for the primary European markets such as France, Germany and Spain, detailing an inconsistent mindset for multinational companies today.

According to Nitish Sing, Ph.D., Associate Professor at California State University at Chico, companies that are relying solely on English speaking customers will miss out on the rapid expansion of global e-commerce.

He said, “More than half of the world’s internet users don’t live in the United States. They speak different languages, use different currencies and have very different preferences and tastes than their American counterparts.
“The number of non-English speaking internet users has tripled since 2000, and businesses can no longer afford to stay domestic as their next business competitor could come from any part of the world.”

According to the U.K. Department of Trade and Industry, there are 20 official languages within the EU alone and more than 1 billion euros are spent each year on translation services.
Unfortunately even with this growing need for quality translation, too many translation companies lack an understanding of marketing and are only set up to translate original copy, word-for-word, into foreign text.

Muddyman added, “Entering the strong e-commerce market within key regions of the EU requires more than just simply translating your products and websites, you must have a complete cultural understanding.

“Entering by the way of localisation will assure that companies yield a healthy ROI.”


Research on Localisation Practices was conducted by the Localisation Program at California State University at Chico together with Conversis.

coupon prescription go printable coupons for viagra
married men affairs infidelity in marriage
national abortion federation click how much for an abortion
abortion arguments open online coupons free
what is the generic name for bystolic bystolic coupon card bystolic coupons
prescription drug coupons discount card for prescription drugs
lisinopril side effects and warnings lisinopril side effects and warnings lisinopril side effects and warnings
cialis coupons and discounts drug coupon coupon
concorde concordia rechtsschutz
nexium 20 open nexium 20
cyklokapron wiki go cyklokapron
prescriptions coupons online cialis coupons
the abortion pill first trimester abortion pill
cheap abortion pill abortion clinics in houston tx
prescription transfer coupon coupons for prescription medications lilly cialis coupon
naloxone challenge test go buy naltrexone online
naltrexone online naltextrone
naltrexone rapid detox alcohol implant does vivitrol stop withdrawals
methsuximide naltrexone side effects naloxone challenge
naltrexone high open naltrexone 4.5 mg side effects
risperidon ja alkoholi risperidon 0 5 mg risperidon xtc

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.