Chapter 17. THE FUTURE OF WEB GLOBALIZATION
Given that companies ranging from Microsoft to McDonald’s now owe half their revenues to the world outside their native countries, globalization is showing little signs of slowing. As long as companies find success in new markets, they will need to localize their web sites (and other content) to serve these new markets. However, although web globalization for most companies is inevitable, it is anything but predictable. With this in mind, the following sections outline some likely trends in the areas of web development, commerce, and content.
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