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Many marketing managers still assume that potential buyers of their upscale product or service "probably speak English." Others assume that simple translation is enough, neglecting the deep infrastructure of currency support, country-specific business logic, and internationalized fields in forms for capturing data -- all critical elements that online transactions require. We decided that the best way to end the debate was to ask consumers what matters most to them when they buy online. In this brief, we present the results of our survey of consumers in eight countries. We focused on their preferences for buying in English or in their own language, having products supported in local language or English, and what events or factors caused them to abandon websites.
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- Industry Providers
- Registered Users
- Technology Vendors
- Global Leaders
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Find similar research by |
- Author
Donald A. DePalma
- Categories
Global Leaders, Web Globalization, Best Practices , Industry Providers, Technology Vendors, Global Marketing, Translation and Localization
- Keywords
Availability quotient, B2B and B2C global marketing, Geolocation, Global branding, Global websites, Language and market selection, Online customer experience, Online gross domestic product (e-GDP), Translation, Web globalization, World online wallet (WOW) factor
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