Format:
1 online resource (361 pages)
Edition:
1st ed.
ISBN:
9781107008892
,
9781139203463
Content:
The acceleration of globalization and the growth of emerging economies present significant opportunities for business expansion. One of the quickest ways to achieve effective international expansion is by leveraging the web. This book provides a comprehensive, non-technical guide to leveraging website localization strategies for global e-commerce success
Note:
Intro -- Halftitle page -- Title page -- Copyright page -- Contents -- List of figures -- List of tables -- Preface -- Illustration credits and acknowledgements -- Chapter 1 Global e-commerce opportunities and challenges -- Global e-commerce opportunities -- Global e-commerce challenges -- Socio-cultural environment -- Impact of language and culture on website and content design -- Geopolitical environment -- Legal environment -- Economic environment -- Conclusion -- Chapter 2 International e-business expansion and market entry strategies -- The new multinationals -- International e-business strategic factor markets -- Internationalization challenges -- Internationalization approaches -- Achieving international e-business expansion -- Foreign market entry modes -- Chapter 3 Global online consumer segmentation -- Segmentation approaches -- Importance of segmentation -- Global online user segments -- BRIC online consumers -- Identifying global customers using global CRM -- Segmentation for optimizing web localization efforts -- Global online consumer segmentation model -- Global consumer trends -- Conclusion -- Chapter 4 Web globalization strategies -- Web globalization challenges -- Web globalization dilemma 1: standardization or localization? -- Web globalization dilemma 2: to centralize or to decentralize? -- Web globalization dilemma 3: in-house versus outsourcing -- Web globalization dilemma 4: level of localization -- Web globalization dilemma 5: in which languages to localize? -- Web globalization dilemma 6: what skill set is needed for web globalization? -- Global strategies for successful web globalization efforts -- Conclusion -- Chapter 5 Developing international websites: internationalization -- Developing international websites -- Website globalization, internationalization, localization, and translation -- Unicode
,
Assessing web localization efforts: the localization score card -- Research highlight: assessing the impact of cultural adaptation on international website acceptance -- Assessing web globalization costs -- Chapter 10 Strategic industry insights and emerging localization trends -- Introduction -- The mobile web -- Challenges presented by the mobile interface -- Tips for adapting content for the mobile web -- The growing crowdsourcing trend -- Strategic industry insight 1: community translation -- Strategic industry insight 2: emerging machine translation technologies -- Strategic industry insight 3: game localization's challenges and opportunities -- Web globalization resources -- Index
,
Why internationalize (i18n)? -- What does internationalization (i18n) entail? -- Internationalization checklist -- Writing for an international audience -- Darwin Information Typing Architecture (DITA) -- Preparing documents for translation -- Chapter 6 Effectively localizing international websites -- Importance of website localization -- Website localization challenges -- Locating international websites -- What is culture? -- Culturally customizing websites: importance of semiotics -- Culturally customizing websites: importance of cultural values -- Culturally customizing writing styles -- Chapter 7 Managing a web globalization value chain -- The value chain concept -- Web globalization value chain components -- Pre-value-chain analysis -- Support layer of the web globalization value chain -- Primary activity 1: internationalization -- Primary activity 2: localization -- Primary activity 3: testing -- Primary activity 4: global content management -- Coordinating the web globalization value chain: localization project management -- Agile development for localization efficiencies -- Case study: localization management at Compuware-Changepoint -- Chapter 8 Optimizing international websites -- Introduction -- Optimizing via content management systems -- Optimizing through a translation management system -- Case study: 1& -- 1 Internet AG implementing a translation management system for efficiency gains -- International search engine optimization -- Keywords for local and multilingual sites -- Linking strategies for local and international sites -- Case study: Marina Bay Sands, Singapore, developing a multilingual web presence -- Chapter 9 Assessing web globalization efforts -- Global website usability issues -- Web usability guidelines -- Web analytics for international web assessment -- Measuring international website acceptance
Additional Edition:
Print version Singh, Nitish Localization Strategies for Global E-Business Cambridge : Cambridge University Press,c2011 ISBN 9781107008892
Language:
English
Keywords:
Electronic books
URL:
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