BUILDING BRANDS THAT TRAVEL
You’ve selected a market, possibly several, and now you’re ready to get started on that web site. Not so fast. First, take a hard look at what you’re trying to sell. Some products travel more easily than others. For example, a washing machine that uses both hot and cold water is irrelevant in a country such as Japan, where clothes are washed exclusively in cold water. And a toaster that offers extra-wide slots for bagels might not be of much use in a country that doesn’t consume many bagels. Before you invest in localizing your web site, you need to invest in localizing your products and services.
As a general rule, the first products to consider taking global are those that require the least amount of localization. ...
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