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Many firms still debate whether it makes business sense to globalize their online marketing, online commerce sites, and call centers. Nonetheless, research dating back to 1998 indicates a high propensity for people to buy in their own language. This Quick Take summarizes some details of our full report "Can't Read, Won't Buy: Why Language Matters on Global Websites" on the subject of global buying preferences. Until our full report became available, there had been no large-scale behavioral study of consumers to support the return on investment of website globalization.
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- Global Leaders
- Industry Providers
- Registered Users
- Technology Vendors
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Find similar research by |
- Author
Donald A. DePalma, Benjamin B. Sargent, Renato S. Beninatto
- Categories
Business Globalization, Global, Web Globalization, Market Data, Global Marketing, Global Leaders, Industry Providers, Technology Vendors
- Keywords
Availability quotient, B2B and B2C global marketing, Geolocation, Global branding, Global websites, Language and market selection, Localization, Measurement, Online customer experience, Online gross domestic product (e-GDP), Return on investment, Software localization, Translation, Web globalization, World online wallet (WOW) factor
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