As mentioned, McDonald's operates over 30, restaurants in countries. Its worldwide expansion is an example of globalization. By design, the corporation creates a menu adaptable to various local tastes and customs.
This policy is an example of internationalization. Many of the McDonald's restaurants in Israel serve kosher food and drink and close during the Sabbath and Jewish holidays. McDonald's has also opened a meat-free restaurant in India, a country in which much of the population does not eat beef or pork. In both cases, McDonald's has maintained its global brand identity but tailored its products and services for local markets. These cases exemplify localization. In short, translation refers to the conversion of written text from one language to another, while localization is the process of making a product or message resonate with a specific target culture—as if it were created there in the first place.
For most products, localization includes—but is not limited to—translation. There are many localization challenges. It requires consideration of multiple cultural factors that transcend the words a company uses to describe or explain its product. When creating its film Inside Out , for example, Pixar modified its animation to accommodate multiple versions of a scene where a character points to and reads a sign. In the Arabic version of the film, the character motions from right to left, rather than the left-to-right direction the animation takes in the English version of the film.
Apple's Siri virtual assistant represents a product that has been successfully localized. When users ask Siri for the weather report or directions to a specific address, Siri can provide the answer in Celsius or Fahrenheit, or kilometers or miles respectively, depending on the user's location.
Users can even select their preferred accent for Siri's voice. When building a website, developers should have a robust website localization strategy by addressing these concerns during the planning and design phases. Successful internationalization precedes successful localization.
For example, currencies such as the Chilean peso and the Japanese yen do not use subunits in practice, because each unit is so small—one U. Therefore, e-commerce websites that Japanese developers design for a Japanese audience use only a single-integer variable. If the website expands to a U. Before you move forward, you need to identify the target markets and start from scratch. This way you can make your way through the chain to the top.
Localization, globalization, and internationalization sound similar, but they are used interchangeably. However, there are subtle differences in each concept and to understand these differences you need to act global, think local. It's time to explore in detail the three major factors that have a high impact on the business global strategies;.
As technology developed, the world became a global network that transformed the way we communicate with each other. Points of connectivity and accessibility are major pillars of globalization. Therefore, any activity that brings people, culture, and economies of various countries together is termed as globalization. People are brought closer to each other, and every industry needs to go global when the audience demands it from the brand. Another way to picture globalization is in the form of the product.
Ecommerce sites are popular for the product they sell right? A product that you ordered on Amazon, might have purchased raw material from one country while the assembling of the product might have happened in some other country but the finished product is sold to a third country.
Does it sound complicated? No, but it does mean that your product moved from various counties before reaching the consumer. For instance, consumer electronics usually source their raw material from Asian countries and sell the product to the American market. And even the food chain brand like McDonald is renowned for its brand; logo and taste equity is yet another example of globalization.
It is beneficial for both, consumers and companies. However, the term localization and internationalization comes under the banner of globalization. Globalization involves translation for the products to make it compatible with global consumers. It's more of a corporate strategy that involves products and services adaptable according to the native market.
Whether you target Germany, Italy, or China, you still have to put together a solid plan and design a flexible product that can fit into the local markets. Understanding the difference between globalization and localization as well as their relation to internationalization puts you one step closer to forming a cohesive global strategy.
Behind these long and complicated words, the idea is simple: think global, act local. For successful localization, you should find a balance between your global brand and the local versions that you create for each target market. Finding reliable partners and tools — e. Whether you need to localize your app, software, game, or any other product, working with experts who know the target markets well will help ensure you achieve an excellent first impression.
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