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List of figures=viii

List of tables=x

Preface=xi

Illustration credits and acknowledgements=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

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

Chapter 5. Developing international websites : internationalization=119

Developing international websites=119

Website globalization, internationalization, localization, and translation=120

Unicode=125

Why internationalize(i18n)?=129

What does internationalization(i18n) 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

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 : 1&1 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 presence=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=262

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

TABLES

1.1. Global e-commerce potential=3

3.1. Customer contact points=67

4.1. Most commonly translated languages, 2007=105

5.1. Globalization index measure=121

5.2. Different time formats=136

5.3. Number formatting=137

5.4. Gender-neutral language=144

6.1. High- and low-context cultures=169

6.2. Framework for culturally customizing websites=171

6.3. Examples of considerations for translating into other languages=176

7.1. Select standards for exchanging localization data=194

7.2. Elements of a localization kit=198

7.3. Project management techniques=205

7.4. Desirable qualities in a localization project manager=209

9.1. Constructs used to measure international website acceptance=252

9.2. The localization score card=259

9.3. MANOVA results and post hoc group comparisons by degree of cultural adaptation measured by cultural score, calculated using cultural dimensions proposed in the framework=262

10.1. Characteristics of rule-based and statistical machine translation=289

FIGURES

1.1. Zazzle.com International=5

1.2. International e-environment=8

1.3. Yahoo! Maktoob right-to-left navigation=11

1.4. Religious symbols=13

2.1. Internationalization process challenges=36

2.2. Incremental approach : Urban Outfitters=45

2.3. Web analytics data=46

3.1. Global CRM=65

3.2. Harajuku Girl=73

4.1. Level of cultural customization=95

4.2. How to alert users of non-translated content=102

4.3. 3M South Korea=111

4.4. 3M United States=111

4.5. 3M Brazil=112

4.6. Kodak China=113

4.7. Kodak Brazil=114

4.8. Kodak Sweden=114

5.1. Binary code=125

5.2. Kanji symbols=127

5.3. Examples of constants and variables=131

5.4. Text expansion when translating from English to Spanish=133

5.5. Character width, length, and height for letters in English and Hindi=133

6.1. What web localization entails=151

6.2. Improving the accessibility of international websites=152

6.3. The SRC effect=154

6.4. 3M global gateway page=155

6.5. Metaphysical representation of the god Shiva in the form of a lingam=160

6.6. Icons used on Yahoo! France site=162

7.1. Generic value chain : primary activities=184

7.2. Web globalization value chain=185

7.3. Project management steps=203

7.4. Agile development process=207

8.1. Support ingredients for optimizing international sites=215

8.2. Important capabilities of content management systems=217

8.3. The localization workflow=218

8.4. Optimizing global content management=220

9.1. Global usability challenges=246

9.2. Technology acceptance model for international website acceptance=253

9.3. Sections in Yahoo! en Español=256

10.1. Community translation challenges=284

10.2. Game localization challenges=293

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Localization strategies for global e-business 이용현황 표 - 등록번호, 청구기호, 권별정보, 자료실, 이용여부로 구성 되어있습니다.
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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, which allows for technological connectivity of global markets and opportunities to compete on a global basis. To systematically engage and thrive in this networked global economy, professionals and students need a new skill set; one that can help them develop, manage, assess and optimize efforts to successfully launch websites for tapping global markets. This book provides a comprehensive, non-technical guide to leveraging website localization strategies for global e-commerce success. It contains a wealth of information and advice, including strategic insights into how international business needs to evolve and adapt in light of the rapid proliferation of the 'Global Internet Economy'. It also features step-by-step guidelines to developing, managing and optimizing international-multilingual websites and insights into cutting-edge web localization strategies.

A comprehensive, non-technical guide to leveraging website localization strategies for global e-commerce success.

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