Localization and Internationalization Tactics
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Understanding Localization, internationalization and regionalization related to e-commerce expanding globally
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Localization and Internationalization Tactics
- 1. 8-2 Presentation: Localization and Internationalization Principles Darlena Pagan Southern New Hampshire University
- 2. Internationalization Principles Local-Regional-Global Analyze, Assess, and Evaluate Tactic and Barrier
- 4. Analyze tactics and barriers for internationalization inclusion at the local level: a local home business website where there is a need to increase product awareness and sales in multiple countries. Tactics • Research Business Plan • Business Plan • Marketing Plan • U.S. Trade Freedom • U.S. Common law system based on English common law at the federal level; state legal systems based on common law except Louisiana, which is based on Napoleonic civil code; judicial review of legislative acts • Language Translation services/ Embed Google Translator/Translator Link Barriers • Do not know your product/servicer life cycle, competitions, financial resources, investors • No description of products/services, no mission, and no corporate social responsible • No distribution Channels/Customers do not know where to purchase the product/services • U.S. Trade Barriers with Foreign Countries • Iran Religious legal system based on secular and Islamic law • Lack of Communication/Language Barriers
- 5. Analyze tactics and barriers for internationalization inclusion at the local level: a local home business website where there is a need to increase product awareness and sales in multiple countries. Tactics • US Currency • UPS Software/Distribution Method for delivering goods/services • Uniform Business: Naming products for brand recognition, Designing logos, Business, Website, Companies colors • Diversity/Meeting the needs of the customers • Personas • Geographic • Demographic Barriers • Foreign Currency/Interfere With Transaction • Costs and delivery/converts the currency/sale taxes • Unable To Identify the Product or Service with the company • Customers are insulted by the brand • No Customers feedback/Surveys • No Market/Distribution Legal Issues • Do Not know what ages are interested in the (Wasserman,
- 6. Analyze tactics and barriers for internationalization inclusion at the local level: a local home business website where there is a need to increase product awareness and sales in multiple countries. Tactics • 24/7 Chat-Email-Text-Call • Policy & Procedure on returning goods • SSL/Protecting customers’ privacy • Competitive pricing • Brand Competition Strategy • Registering the company • SEM and SEO Barriers • Unable to reach the company • Losing customers because they do not know the policy and procedure for returning goods or services • Customers can not trust the site • Losing customers to competitive pricing • Losing customers because of competitive brand quality • Legal issues due to lack of business registration • Do not understand SEM and SEO in Foreign
- 7. Analyze tactics and barriers for internationalization inclusion at the local level: a local home business website where there is a need to increase product awareness and sales in multiple countries. Tactics • Build Customer Relation • Promotions and Discounts • Mission • Corporate Social Responsibility/Involving customers with the corporation • Culture Research • Meeting the customers’ need/Knowing what the customer need and getting it • Testing site performance Barriers • Customers feel you do not care about them • Losing customers because the prices remain the same • Do not keep in contact with customers/do not keep promises • Customers attend events by your competitive • Customers feel that you do not understand them/or culture • Customer feel that you do not sell their product/service
- 8. Analyze tactics and barriers for internationalization inclusion at the local level: a local home business website where there is a need to increase product awareness and sales in multiple countries. Tactics • Analytic Tools • Recommendation surveys • International Logistics • Certifications of Origin • Set up Domains Based on Language, for example, www.asta.com (Eng) • URL parameters: www.asta.com/hello?locale=zh or www.asta.com/zh/hello • Product or Service Creation and Description Barriers • No data on Unique Visitors, visitors, referrals, pageviews and conversion and other metrics • Customers do not recommended my business • Not aware of packing, labeling, documentation, and insurance requirements • Not able to bring goods or services in a particular country because of the lack of certificate of origin • Customer who speaks Chinese Language, for example, www.domainname.com/cn (China) • Customer who Speaks Chinese Language can now find the URL in the Chinese Language (Export, n.d. and Blair Consular. (2014)). • Customers are insulted by the design and description of the product or service based on culture, language and feel and look of the product
- 10. Assess tactics and barriers for internationalization inclusion at the regional level: a regional trucking business website where there is a need to export and import parts between North America and South America. Tactics • U.S. Trade Freedom • Import/Export requirements • International Regulations • Know the different regions, for example, Brazil • Local presence • Develop Business Partners • Market Research Barriers • No Free Trade Countries • Did not meet the import/export requirements • Products or Services do not meet the Product International Regulation • Brazil has Five macro regions (north, northeast, south, southeast, and central-west), which exporting goods to the wrong region delay time and lose money • No local presence can reduce sales • The lack of developing business partner affect the business operation, negatively • The lack of information about the different regions, building partnership, and distribution channel led to unsuccessful business
- 11. Assess tactics and barriers for internationalization inclusion at the regional level: a regional trucking business website where there is a need to export and import parts between North America and South America. Tactics • The Brazilian Department of Trade and Investment Promotion of the Ministry of External Relation • knowledge of business customs and language • Know What Is Expected At meetings • Know the different regions, for example, Brazil • Local presence • Develop Business Partners • Market Research Barriers • Lack of know on how to do business Brazil • Lack of Customs or language led to business failure • Products or Services do not meet the Product International Regulation • Wrong approach or lack of knowledge at meeting • No local presence can reduce sales • The lack of developing business partner affect the business operation, negatively • The lack of information about the different regions, building partnership, and distribution channel led to unsuccessful business
- 12. Assess tactics and barriers for internationalization inclusion at the regional level: a regional trucking business website where there is a need to export and import parts between North America and South America. Tactics • The Brazilian Department of Trade and Investment Promotion of the Ministry of External Relation • United States Commercial Services and United Kingdom Trade and Investment source • Customs regulations in Brazil and to have all documents completed correctly • Know the different regions, for example, Brazil Barriers • Lack of know on how to do business Brazil • Lack of resources led to business failure • Products or Services do not meet the Product International Regulation • If documents are incomplete, it means that you can not export means no business deal
- 14. Evaluate tactics and barriers for internationalization inclusion at the global level: a global soda company website where there is a need to increase brand loyalty and trust as well as multi-branded soda sales and distribution worldwide. Tactics • Global Marketing Plan • Global Marketing Strategy • Building your brand to meet the taste of customers • Designing the brand to meet the needs of customers • Description/Captioning of the product • Innovating soda products to improve health • Research and Test Takes by Customers Barriers • The lack of right and wrong approach led to business failure and no vision • The lack of distribution channels mean no customers • The lack of meeting the taste in Globe causes business failure • Poor designing for products can cause customers not to be interested in your brand and spread poor words about the brand base on how the brand was design • The lack of description/caption of the product can reduces sales, people need to know what they are drinking and what the drink will give them • Unable to provide a drink that meet the taste and health conscious of people in the globe
- 15. Conclusion Slide
- 16. Conclusion Slide: How are internationalization tactics across these tiered business structures differentiated (e.g., commonalities and differences)? Commonalities • Culture • Language • Political/Social Structure • Commonalities (Sameness) • United States and United Kingdom (English language) • English Difference • Cultural Indifference • Different Language • Different Political/Social Structure • Aligned or Not Aligned • China and Japan • Spanish
- 17. Conclusion Slide: How are internationalization tactics across these tiered business structures differentiated (e.g., commonalities and differences)? Commonalities • U.S. Legal System: Common law system based on English common law at the federal level; state legal systems based on common law except Louisiana, which is based on Napoleonic civil code; judicial review of legislative acts • U.S. Government type: Constitutional federal republic • Distance Difference • Demark: Civil law; judicial review of legislative acts • Demark: Parliamentary constitutional monarchy • Adaptation
- 18. REFERENCES
- 19. References • Blair Consular. (2014). Quickcert Online Certificate of Origin Export Certificates. In YouTube. Retrieved March 9, 2017. From https://www.youtube.com/watch?v=6my_AHFONp8 • Export. (n.d.). International Logistics. In export.gov. Retrieved March 9, 2017. From http://2016.export.gov/logistics/index.asp • Walker, P. (2016). In theguardian.com. Retrieved March 10, 2017. From https://www.theguardian.com/politics/2016/sep/07/no-free-trade-deal- until-brexit-settled-australian-minister-steven-ciobo • Wasserman, E. (n.d.). How To Build an International Brand. In Inc. Retrieved March 9, 2017. From http://www.inc.com/guides/build-an-international-brand.html • Interpower. (n.d.). Exporting to South America. In Interpower. Retrieved March 11, 2017. From http://www.interpower.com/ic/designers/white-papers/exporting-to -southamerica-white- paper.html
- 20. References World factbook. (n.d). Demark. In Central Intelligence Agency. Retrieved March 11, 2017. From https://www.cia.gov/library/publications/the-world - factbook/geos/da.htmlconventional long World factbook. (n.d). United States. In Central Intelligence Agency. Retrieved March 11, 2017. From https://www.cia.gov/library/publications/the-world -factbook/geos/us.html Williams, D. W., & Gregoire, D. A. (2015, April). Seeking commonalities or avoiding differences? Re- conceptualizing distance and its effects on internationalization decisions. Journal of International Business Studies, 46(3), 253-284. doi:10.1057/jibs.2014.52
Editor's Notes
- Localization that meets the Standard of Customers and Foreign for Best Practices and Strategy Development Business Research provides information about the product or services, competition, and as well as geographical location and demographic, and it provides information about your customers, cultures, and languages. It also helps you to create a business plan. The business plan provides information that will guide you throughout your business mission and corporate social responsibility, and will keep you on the track of your business goals, help you to stick to your plan for the company and help you to make decisions and changes to meet the need of the internal and the environment of the organization. Market planning helps you to designate markets and advertise your product or service so that customers know where to buy your products and it helps you to understand the need for your product or service in a particular location. Trade Freedom can arise unexpected issues when exporting goods to your customers, for example, a country does not have free trade in their country can stop customers from receiving goods from your online store. Therefore, it is recommended to conduct a research on trade free and none trade free countries. Laws can prevent you from delivering goods to particular countries based on laws, for example, if you sell pork, Muslim countries do not accept pork products in their country, therefore, pork product is illegal to bring into the country. Moreover, a product that violates the Islamic laws is prohibited to enter the country.
- The importance of currency, it is important to understand foreign currencies. First, it can interfere with a money transaction, for example, laws of different countries have currency regulations and laws that are recommended to research, the value of the currency differences may affect the cost of your products, foreign customers do not understand how much they need to pay for a product and other related issues can occur during a transaction. Therefore, it is recommended to conduct a research doing business with foreign currency online.
- It is recommended that customers have access to your company 24/7 when they have questions. The 24/7 availability meets the need of customers because customers are buying your product from different countries. Different countries have different time, and for this reason you want your customers to know that they can reach your company at any time for questions and answers, exchanging goods and other issues between customers, and products.
- Building a relationship with your customers, it is extremely important because it helps build trust between you and your customers, meet the needs of your customers, and innovate products to meet new needs of a customer. It also helps you to keep new and existing customers buying from your company.
- It is a demand that every company used analytics tool to understand the direction the company, meet the needs of each customer, and identify the metrics with the goal of the company for making changes to the company and decisions that bring in innovation, increase customers, increase profits, and sustainability. Localization that meets the Standard of Customers and Foreign for Best Practices and Strategy Development Language Translation for communication and building relationship with foreign customers Providing customers with the look and feel of the product or services Designing the product of services that align with different cultures around the world
- Sometimes country restraint trades until a decision is made by between the trading country. It is recommended to conduct a research on trading issues between countries or among countries. For example, the trade minister of Australia had delayed a trade deal with Brexit until a negotiation can be reach. Therefore, if you trucking company export from Brexit to Australia, you will not be about to export to Australia (Walker, P., 2016).
- Sometimes country restraint trades until a decision is made by between the trading country. It is recommended to conduct a research on trading issues between countries or among countries. For example, the trade minister of Australia had delayed a trade deal with Brexit until a negotiation can be reach. Therefore, if you trucking company export from Brexit to Australia, you will not be about to export to Australia (Walker, P., 2016).
- South America has a strong culture's identity. It is important to learn about their custom for a best business relationship. It is recommended that you have a Portuguese interpreter at all meetings and doing business in Brazil. Brazil the driving business resources that profits from import and export. Understanding each regional compliance, it is essential if you want to succeed in Brazil. It is important to learn about the sources in Brazil through United States Commercial Services and United Kingdom Trade and Investment. They will help you to understand the business trends of Brazil and become successful.
- It is important that soda companies conduct a research of the globe. The reason for this is to help businesses get the taste that the people enjoy in the globe. Many soda companies like Pepsi had innovate know products to give great taste of Pepsi products to each customer in different part of the world (Great Speculation, 2016). Therefore, selling soda products, it is recommended to provide a description for your product so to let customers know what your product can do for them.
- It is important to understand foreign countries based on sociological and psychological cognition, which impact an economy’s political/social structure before expanding or doing business in a foreign country. There are two concepts to know the concept of commonalities and differences. Both commonalities and differences impact the behavior and relationship of doing business in a foreign country. It is important to identify the commonalities that align with the organization, but the differences that do not align with the organization. The differences are to be learned from a nation. Understanding the differences of international relationship, it helps the company to build better relationships with the community, customers, and resources. However, differences do not only my language and culture, but it also means resources. In some countries, they may not have the same resources of another country. Also, transportation infrastructure was an issue in some country. Businesses were not able to transport goods from one place to another place because of poor transportation infrastructure. When considering commonalities and differences, they need research related to the political/social structure, technology infrastructure and other research needed to meet the need of the business and the need of the foreign customers and foreign business resources. Before a company does business in a different country, the company needs to understand its different political and social behavior, relationship and structure, and the people inherent and not inherent culture, belief and behavior and relationship with each other in a set community. The true fact is that whether it is localization, internationalization or regionalization, they are identified by characteristics, but the influence by cognitive psychology and sociology, yet there are other influences like religion and philosophy. The bottom line is the importance of the way a person’s thinking, responsiveness and action. Whether these are either commonalities or differences that a company can identify and compare with their own interests. Since, sociology has been part of the development of a nation, it can be changed, but companies need to know if it can be changed and how or give a solution on how the company can change to other commonalities and/or differences. Therefore, it is recommended that a company conduct a research on commonalities and differences to increase customers, increase sales and profits, building customers and business relationship, and sustainability. However, commonalities and differences consist of political/social structure of an economy that is similar to another country or different from another country. In commonalities, countries can understand each other through speaking the same language, but difference in political/social structure. The language is a strong difference between speaking English and Spanish. Therefore, this is considered differences. In commonalities, they consist of either aligned or not aligned (Williams, D. W., & Gregoire, D. A., 2015, April). According Williams, D. W., & Gregoire, D. A., (2015, April), Not aligned consists of elements articulated on dimensions not share across the objects being compared (Genter & Markman, 1994), but align consists of elements articulate on dimension shared across being company. In fact, commonalities and differences impact business relationship even in turns of expressions, such as, politeness differences and commonalities. Even though there was talk about doing away with Globalization in a sense of replacing the way to do business through understanding the differences or commonalities that related to the concept of either internationalization or localization, or regionalization was the better choice to make than Globalization, but globalization is important for challenging, especially if it involves game theory. Therefore, globalization is recommended and extremely important to businesses, but U.S. businesses need to learn and understand how game theory impact globalization that will lead to success.