over the years. An example is the Japanese carmakers in the US, which maintained their compact looks in a market where robust looks were preferred.

With the Internet expanding rapidly, large website owners often feel the need to localize their sites in order to tap the potential of markets where customers do not speak the same langua

Localization means adapting the product or service in such a manner that it is able to successfully sustain itself in a foreign market. Due to the vast diversity between certain markets, merely translating the text from one language to the other is not the solution anymore. A phrase or idiom from English would never carry the same punch when translated to a non-European language. The actual meaning might end up getting ?lost in translation? or end up doing more harm than good. For instance, the Chevrolet ?63 Nova, which in Latin means ?new?, but in Spanish means ?no go?. People in Mexico would not want to buy a car named ?no go?. An in-depth knowledge about the demands of the new region is critical. Extensive research and survey is usually done before launching the product, in order to assess the opportunities and the obstacles.

Since most markets would be hostile to the entry of foreign producers or competitors, localization aims at giving the product a domestic touch. Software and operating systems are therefore available in a large number of languages. Once the consumer begins to feels that the product is specifically designed for them, the initial skepticism gives way to an enthusiasm to buy. However, this may not always be necessary. Sometimes the consumers prefer goods that look and feel foreign, due to the brand image that has been made over the years. An example is the Japanese carmakers in the US, which maintained their compact looks in a market where robust looks were preferred.

With the Internet expanding rapidly, large website owners often feel the need to localize their sites in order to tap the potential of markets where customers do not speak the same languag

n translated to a non-European language. The actual meaning might end up getting ?lost in translation? or end up doing more harm than good. For instance, the Chevrolet ?63 Nova, which in Latin means ?new?, but in Spanish means ?no go?. People in Mexico would not want to buy a car named ?no go?. An in-depth knowledge about the demands of the new region is critical. Extensive research and survey is usually done before launching the product, in order to assess the opportunities and the obstacles.

Since most markets would be hostile to the entry of foreign producers or competitors, localization aims at giving the product a domestic touch. Software and operating systems are therefore available in a large number of languages. Once the consumer begins to feels that the product is specifically designed for them, the initial skepticism gives way to an enthusiasm to buy. However, this may not always be necessary. Sometimes the consumers prefer goods that look and feel foreign, due to the brand image that has been made over the years. An example is the Japanese carmakers in the US, which maintained their compact looks in a market where robust looks were preferred.

With the Internet expanding rapidly, large website owners often feel the need to localize their sites in order to tap the potential of markets where customers do not speak the same langua

new region is critical. Extensive research and survey is usually done before launching the product, in order to assess the opportunities and the obstacles.

Since most markets would be hostile to the entry of foreign producers or competitors, localization aims at giving the product a domestic touch. Software and operating systems are therefore available in a large number of languages. Once the consumer begins to feels that the product is specifically designed for them, the initial skepticism gives way to an enthusiasm to buy. However, this may not always be necessary. Sometimes the consumers prefer goods that look and feel foreign, due to the brand image that has been made over the years. An example is the Japanese carmakers in the US, which maintained their compact looks in a market where robust looks were preferred.

With the Internet expanding rapidly, large website owners often feel the need to localize their sites in order to tap the potential of markets where customers do not speak the same langua

erefore available in a large number of languages. Once the consumer begins to feels that the product is specifically designed for them, the initial skepticism gives way to an enthusiasm to buy. However, this may not always be necessary. Sometimes the consumers prefer goods that look and feel foreign, due to the brand image that has been made over the years. An example is the Japanese carmakers in the US, which maintained their compact looks in a market where robust looks were preferred.

With the Internet expanding rapidly, large website owners often feel the need to localize their sites in order to tap the potential of markets where customers do not speak the same langua

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