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Index
Coverpage
Halftitle page
Title page
Copyright page
Contents
List of figures
List of tables
Preface
Illustration credits and acknowledgements
Chapter 1 Global e-commerce opportunities and challenges
Global e-commerce opportunities
Global e-commerce challenges
Socio-cultural environment
Impact of language and culture on website and content design
Geopolitical environment
Legal environment
Economic environment
Conclusion
Chapter 2 International e-business expansion and market entry strategies
The new multinationals
International e-business strategic factor markets
Internationalization challenges
Internationalization approaches
Achieving international e-business expansion
Foreign market entry modes
Chapter 3 Global online consumer segmentation
Segmentation approaches
Importance of segmentation
Global online user segments
BRIC online consumers
Identifying global customers using global CRM
Segmentation for optimizing web localization efforts
Global online consumer segmentation model
Global consumer trends
Conclusion
Chapter 4 Web globalization strategies
Web globalization challenges
Web globalization dilemma 1: standardization or localization?
Web globalization dilemma 2: to centralize or to decentralize?
Web globalization dilemma 3: in-house versus outsourcing
Web globalization dilemma 4: level of localization
Web globalization dilemma 5: in which languages to localize?
Web globalization dilemma 6: what skill set is needed for web globalization?
Global strategies for successful web globalization efforts
Conclusion
Chapter 5 Developing international websites: internationalization
Developing international websites
Website globalization, internationalization, localization, and translation
Unicode
Why internationalize (i18n)?
What does internationalization (i18n) entail?
Internationalization checklist
Writing for an international audience
Darwin Information Typing Architecture (DITA)
Preparing documents for translation
Chapter 6 Effectively localizing international websites
Importance of website localization
Website localization challenges
Locating international websites
What is culture?
Culturally customizing websites: importance of semiotics
Culturally customizing websites: importance of cultural values
Culturally customizing writing styles
Chapter 7 Managing a web globalization value chain
The value chain concept
Web globalization value chain components
Pre-value-chain analysis
Support layer of the web globalization value chain
Primary activity 1: internationalization
Primary activity 2: localization
Primary activity 3: testing
Primary activity 4: global content management
Coordinating the web globalization value chain: localization project management
Agile development for localization efficiencies
Case study: localization management at Compuware–Changepoint
Chapter 8 Optimizing international websites
Introduction
Optimizing via content management systems
Optimizing through a translation management system
Case study: 1&1 Internet AG implementing a translation management system for efficiency gains
International search engine optimization
Keywords for local and multilingual sites
Linking strategies for local and international sites
Case study: Marina Bay Sands, Singapore, developing a multilingual web presence
Chapter 9 Assessing web globalization efforts
Global website usability issues
Web usability guidelines
Web analytics for international web assessment
Measuring international website acceptance
Assessing web localization efforts: the localization score card
Research highlight: assessing the impact of cultural adaptation on international website acceptance
Assessing web globalization costs
Chapter 10 Strategic industry insights and emerging localization trends
Introduction
The mobile web
Challenges presented by the mobile interface
Tips for adapting content for the mobile web
The growing crowdsourcing trend
Strategic industry insight 1: community translation
Strategic industry insight 2: emerging machine translation technologies
Strategic industry insight 3: game localization’s challenges and opportunities
Web globalization resources
Index
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