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July 25, 2013
Market Entry Decisions
by Benjamin B. Sargent, Rebecca Ray  

 
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Summary
Each decision to invest in a language is part of a complex decision about entering a new market or increasing support for an existing one. Companies now face these decisions with increasing frequency, speed, and scope. Strategic planners need a structured process for decision-making – when to consider a market for entry, how to assess the potential return on investment (ROI), and whether to add language support. This report tells localization managers and their internal constituents how to develop a formalized process and tools for adding language support. It outlines what types of data are available, where to find them, and how to use them to make better decisions about when and how much to localize. 

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  • Global Leaders
  • Technology Vendors
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Pages: 38
 

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