Book contents
- Frontmatter
- Contents
- Figures
- Tables
- Preface
- Illustration credits and acknowledgements
- 1 Global e-commerce opportunities and challenges
- 2 International e-business expansion and market entry strategies
- 3 Global online consumer segmentation
- 4 Web globalization strategies
- 5 Developing international websites: internationalization
- 6 Effectively localizing international websites
- 7 Managing a web globalization value chain
- 8 Optimizing international websites
- 9 Assessing web globalization efforts
- 10 Strategic industry insights and emerging localization trends
- Web globalization resources
- Index
Preface
Published online by Cambridge University Press: 05 June 2012
- Frontmatter
- Contents
- Figures
- Tables
- Preface
- Illustration credits and acknowledgements
- 1 Global e-commerce opportunities and challenges
- 2 International e-business expansion and market entry strategies
- 3 Global online consumer segmentation
- 4 Web globalization strategies
- 5 Developing international websites: internationalization
- 6 Effectively localizing international websites
- 7 Managing a web globalization value chain
- 8 Optimizing international websites
- 9 Assessing web globalization efforts
- 10 Strategic industry insights and emerging localization trends
- Web globalization resources
- Index
Summary
Preface
The acceleration of globalization and the growth of emerging economies present significant opportunities for global business expansion. One of the quickest and most effective ways to tap into global markets is to leverage the web. However, there is a dearth of books, courses, and training programs that can help companies understand the dynamics of conducting global e-business. Well-trained web globalization professionals are difficult to find, reflecting, at least in part, the lack of academic offerings and specialized training in this area.
In the broadest sense, web globalization requires an interdisciplinary potpourri of skills from areas such as international business and marketing, advertising, project management, IT and e-commerce, language technology, linguistics, intercultural communications, technical writing, and even human resource management. Thus it has been difficult for universities, organizations, and professional bodies to provide the kind of comprehensive web globalization training required for tapping global e-commerce markets.
- Type
- Chapter
- Information
- Localization Strategies for Global E-Business , pp. xi - xiiPublisher: Cambridge University PressPrint publication year: 2011