At a Glance
Projecting a globally viable, coherent brand on the Web is nota trivial proposition and requires much coordination, planning,structure, and resources.
Website globalization eliminates misunderstandings by adapting information to meet a targetlocale's cultural, linguistic, and business requirements. By translating your website, you enableusers to access information about your company quickly and easily. By allowing your customers,partners, and employees to communicate effectively with you in international markets, the cost of doing business decreases while business results increase. But, creating a global presence for your website often requires extraordinary efforts to keep your brand strong.Four components work together to form the foundation of the worldwide web —
. While this framework is well established within theUnited States, globally it is still in its adolescence. Most companies with global markets havedeveloped solutions that serve those markets, but the level of support varies greatly. After a Website launch from headquarters, for example, there are often significant reverberations within thelocal country offices as users struggle with things like inconsistent branding, fragmentedlocalization, and inappropriate content.This white paper presents the Lionbridge view on Web globalization and describes what we believe to be an effective approach to mastering it. We believe that to create and sustain a strongglobal Web solution, an organization must address each of the four “Web pillars.”
Web Globalization — Typical Issues and Challenges
The following represents key issues that clients who take their online solutions global typically experience.
Fragmentation — Same Company, Many Faces
Seen and unseen “demarcation lines” between the spheres of influence within a company impactthe globalization effort. Geography plays a key role in these spheres of influence, and thedistribution of responsibility and resources across global markets can be extremely uneven. Thecorporate office typically drives the Web initiative, but may lack the budget and the reach toeffectively position the company on the Web across all markets. Consequently the in-country offices that are close to the customer and own the revenue in the markets often need to create alocal online presence — typically by adapting the corporate content, look-and-feel, andfunctionality. It also sends the overall message to the prospect and customer base that they aredealing with multiple companies online as opposed to one global company.
September 2005 | White Paper | Copyright Lionbridge 2005 | Page