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Multilingual Communication/Software Localization Article Abstracts
Globalization and localization of contents: Evolution of major internet sites across sectors of industry
Marketing Mix and the Internet: Globalisation or Adaptation
Emerging challenges in the software localization industry
Testing Localized Applications
Thinking Locally
Localization services from a user's point of view
Globalization and localization of contents: Evolution of major internet sites across sectors of industry
Maud Tixier. Thunderbird International Business Review. Hoboken: Jan/Feb 2005.Vol.47, Iss. 1; pg. 15, 34 pgs
Author(s):
Maud Tixier
ISSN/ISBN:
10964762
Text Word Count
12178
Document URL:
http://proquest.umi.com/pqdweb?did=780232451&sid=2&Fmt=2&clientId=9338&RQT=309&VName=PQD
Abstract (Document Summary)
A main stake of the communication strategy of companies, Internet sites convey a concern for adaptation and seduction of a complex Internet user. Between globalization and localization, whatever the sector of activity, many companies opt for the third path, that of glocalization, a subtle intermediary that makes it possible to combine worldwide unity of the brand image and a perfect adaptability to the specificities of national expectations. [PUBLICATION ABSTRACT]
Marketing Mix and the Internet: Globalisation or Adaptation
Natalia Vila Lopez. Journal of Euro - Marketing. New York: 2004.Vol. 13, Iss. 4; pg. 31
Subjects:
Internet, Market strategy, Brands, Globalization, Expansion, Studies
Classification Codes
5250, 7000, 9180, 9130, 9190, 9173
Locations:
Mexico, United States, US
Author(s):
Natalia Vila Lopez
Document types:
Feature
Publication title:
Journal of Euro - Marketing. New York: 2004. Vol. 13, Iss. 4; pg. 31
Source type:
Periodical
ISSN/ISBN:
10496483
ProQuest document ID:
785170691
Document URL:
http://proquest.umi.com/pqdweb?did=785170691&sid=2&Fmt=2&cli entId=9338&RQT=309&VName=PQD
Abstract (Document Summary)
The scope of the present paper addresses the relationship between corporate expansion on an international scale and the dissemination of the marketing mix of leading brands via the Internet and whether this results in more efficient business adaptability in the various commercial scenarios. The present study takes another look at the standardization-localization debate and analyses the online marketing mix decisions in an international context. An analysis of the web pages of leading brands presented simultaneously in both the American and Spanish markets allows us to compare the extent to which the nature of these two markets can be understood. [PUBLICATION ABSTRACT]
Emerging challenges in the software localization industry
Dianne Cyr, Richard Lew. Thunderbird International Business Review. Hoboken: May/Jun 2003.Vol. 45, Iss. 3; pg. 337
Subjects:
Software industry, Infrastructure, Business conditions, Market strategy, Customer services
Classification Codes
9190, 8302, 7000, 2400
Locations:
United States, US
Author(s):
Dianne Cyr, Richard Lew
Document types:
General Information
Section:
Case study
Publication title:
Thunderbird International Business Review. Hoboken: May/Jun 2003. Vol. 45, Iss. 3; pg. 337
Source type:
Periodical
ISSN/ISBN:
10964762
ProQuest document ID:
332613751
Text Word Count
6302
Document URL:
http://proquest.umi.com/pqdweb?did=332613751&sid=2&Fmt=2&cli entId=9338&RQT=309&VName=PQD
Abstract (Document Summary)
A hypothetical case study of challenges in the software localization industry is presented. Amid the downturn of the technology sector, DNA Media is a small high-technology company that has survived. Working in the software localization field, it specializes in Web solutions that form linguistically and culturally appropriate content for e-commerce in different countries. This article evaluates DNA's prospects for the future with respect to competition, differentiation, profitability, and financing.
Title:
Testing Localized Applications.
Authors:
Piela, Peter1
Source:
Byte.com; 9/20/2004, pN.PAG, 00p
Abstract:
This article discusses testing of localized applications of business enterprises to meet the demands of globalization. Every new localization initiative should be tested as if it were an entirely new application. Despite the number of components shared by the base and localized versions of an application or web site, businesses must not overlook the fact that they are still very different. Any time an application is altered, even simply to fix existing bugs, new bugs are introduced. When an application is localized, problems can be introduced in the functional code, in an incomplete translation process, in translated materials themselves, or any combination of these. This is particularly true with non-text elements, such as graphical ad banners or toolbars that cannot easily be flagged as language-specific by search tools. Unexpected behavior of local users can also create problems. The situation is further complicated by the fact that the only available testers proficient in the destination language or culture may be the translators themselves. Given the translators' lack of perspective and the core testers' lack of language skills, it is extremely easy to overlook bugs during testing. The only way to thoroughly test a localized application is through automated functional testing. This greatly reduces the possibility of human error, provides a platform for regression testing, and produces objective standards by which all involved parties' performance can be judged.
Full Text Word Count:
2161
ISSN:
0360-5280
Accession Number:
14521180
Persistent link to this record:
http://search.epnet.com/login.aspx?direct=true&db=aph&an=14521180
Thinking Locally
Authors:
Downey, Leslie
Source:
Byte.com; 1/10/2005, pN.PAG, 00p
Document Type:
Article
Subject Terms:
*COMMERCIAL products -- Modification for export
*EXPORT marketing
*LANGUAGE services
*SOFTWARE localization
*TRANSLATING & interpreting
NAICS/Industry Codes:
339 Miscellaneous Manufacturing
Abstract:
This article provides an overview of the localization process. Ask any person on the street these days what he or she thinks of globalization, and you are almost certain to get an opinion. Ask about localization, and you will probably get a blank stare. But the localization and translation industry accounts for about $26 billion in worldwide revenue, according to Michael Anobile, Director of the Localization Industry Standards Association (LISA). And its growth is accelerating as U.S. companies realize they must do more to make their products marketable in other countries. Language translation is a key element of the localization process. Web sites, product promotion and training material, software, and legal agreements may all need translation. But localization also includes careful consideration of subject matter, graphics, and colors, to appeal to and avoid offending people in the target country market. Translation is costly, since it is labor intensive and often requires establishing relationships with translators outside the U.S. who have specialized knowledge of an industry. During the past decade, companies like Sunnyvale, California-based Trados, London-based SDL International, and ATRIL in Barcelona, Spain have developed software that automates part of the translation process.
Full Text Word Count:
2010
ISSN:
0360-5280
Accession Number:
15633688
Persistent link to this record:
http://search.epnet.com/login.aspx?direct=true&db=aph&an=15633688
Localization services from a user's point of view
Emily Kubo
Japan, Inc. > Jan, 2005
LOCALIZATION IS A VAGUE, all-encompassing word that can mean anything from moving the steering wheel of a car from one side to the other to changing the formatting for a telephone input box. But perhaps the most common perception of localization is actually wrong. "The biggest mistake is for people to think that localization is just taking a product and translating it," says Ulrich Henes, founder of the Localization Institute, a business that provides information and teaches the science of localization.
Marketing Mix and the Internet: Globalisation or Adaptation
Emerging challenges in the software localization industry
Testing Localized Applications
Thinking Locally
Localization services from a user's point of view
Globalization and localization of contents: Evolution of major internet sites across sectors of industry
Maud Tixier. Thunderbird International Business Review. Hoboken: Jan/Feb 2005.Vol.47, Iss. 1; pg. 15, 34 pgs
Author(s):
Maud Tixier
ISSN/ISBN:
10964762
Text Word Count
12178
Document URL:
http://proquest.umi.com/pqdweb?did=780232451&sid=2&Fmt=2&clientId=9338&RQT=309&VName=PQD
Abstract (Document Summary)
A main stake of the communication strategy of companies, Internet sites convey a concern for adaptation and seduction of a complex Internet user. Between globalization and localization, whatever the sector of activity, many companies opt for the third path, that of glocalization, a subtle intermediary that makes it possible to combine worldwide unity of the brand image and a perfect adaptability to the specificities of national expectations. [PUBLICATION ABSTRACT]
Marketing Mix and the Internet: Globalisation or Adaptation
Natalia Vila Lopez. Journal of Euro - Marketing. New York: 2004.Vol. 13, Iss. 4; pg. 31
Subjects:
Internet, Market strategy, Brands, Globalization, Expansion, Studies
Classification Codes
5250, 7000, 9180, 9130, 9190, 9173
Locations:
Mexico, United States, US
Author(s):
Natalia Vila Lopez
Document types:
Feature
Publication title:
Journal of Euro - Marketing. New York: 2004. Vol. 13, Iss. 4; pg. 31
Source type:
Periodical
ISSN/ISBN:
10496483
ProQuest document ID:
785170691
Document URL:
http://proquest.umi.com/pqdweb?did=785170691&sid=2&Fmt=2&cli entId=9338&RQT=309&VName=PQD
Abstract (Document Summary)
The scope of the present paper addresses the relationship between corporate expansion on an international scale and the dissemination of the marketing mix of leading brands via the Internet and whether this results in more efficient business adaptability in the various commercial scenarios. The present study takes another look at the standardization-localization debate and analyses the online marketing mix decisions in an international context. An analysis of the web pages of leading brands presented simultaneously in both the American and Spanish markets allows us to compare the extent to which the nature of these two markets can be understood. [PUBLICATION ABSTRACT]
Emerging challenges in the software localization industry
Dianne Cyr, Richard Lew. Thunderbird International Business Review. Hoboken: May/Jun 2003.Vol. 45, Iss. 3; pg. 337
Subjects:
Software industry, Infrastructure, Business conditions, Market strategy, Customer services
Classification Codes
9190, 8302, 7000, 2400
Locations:
United States, US
Author(s):
Dianne Cyr, Richard Lew
Document types:
General Information
Section:
Case study
Publication title:
Thunderbird International Business Review. Hoboken: May/Jun 2003. Vol. 45, Iss. 3; pg. 337
Source type:
Periodical
ISSN/ISBN:
10964762
ProQuest document ID:
332613751
Text Word Count
6302
Document URL:
http://proquest.umi.com/pqdweb?did=332613751&sid=2&Fmt=2&cli entId=9338&RQT=309&VName=PQD
Abstract (Document Summary)
A hypothetical case study of challenges in the software localization industry is presented. Amid the downturn of the technology sector, DNA Media is a small high-technology company that has survived. Working in the software localization field, it specializes in Web solutions that form linguistically and culturally appropriate content for e-commerce in different countries. This article evaluates DNA's prospects for the future with respect to competition, differentiation, profitability, and financing.
Title:
Testing Localized Applications.
Authors:
Piela, Peter1
Source:
Byte.com; 9/20/2004, pN.PAG, 00p
Abstract:
This article discusses testing of localized applications of business enterprises to meet the demands of globalization. Every new localization initiative should be tested as if it were an entirely new application. Despite the number of components shared by the base and localized versions of an application or web site, businesses must not overlook the fact that they are still very different. Any time an application is altered, even simply to fix existing bugs, new bugs are introduced. When an application is localized, problems can be introduced in the functional code, in an incomplete translation process, in translated materials themselves, or any combination of these. This is particularly true with non-text elements, such as graphical ad banners or toolbars that cannot easily be flagged as language-specific by search tools. Unexpected behavior of local users can also create problems. The situation is further complicated by the fact that the only available testers proficient in the destination language or culture may be the translators themselves. Given the translators' lack of perspective and the core testers' lack of language skills, it is extremely easy to overlook bugs during testing. The only way to thoroughly test a localized application is through automated functional testing. This greatly reduces the possibility of human error, provides a platform for regression testing, and produces objective standards by which all involved parties' performance can be judged.
Full Text Word Count:
2161
ISSN:
0360-5280
Accession Number:
14521180
Persistent link to this record:
http://search.epnet.com/login.aspx?direct=true&db=aph&an=14521180
Thinking Locally
Authors:
Downey, Leslie
Source:
Byte.com; 1/10/2005, pN.PAG, 00p
Document Type:
Article
Subject Terms:
*COMMERCIAL products -- Modification for export
*EXPORT marketing
*LANGUAGE services
*SOFTWARE localization
*TRANSLATING & interpreting
NAICS/Industry Codes:
339 Miscellaneous Manufacturing
Abstract:
This article provides an overview of the localization process. Ask any person on the street these days what he or she thinks of globalization, and you are almost certain to get an opinion. Ask about localization, and you will probably get a blank stare. But the localization and translation industry accounts for about $26 billion in worldwide revenue, according to Michael Anobile, Director of the Localization Industry Standards Association (LISA). And its growth is accelerating as U.S. companies realize they must do more to make their products marketable in other countries. Language translation is a key element of the localization process. Web sites, product promotion and training material, software, and legal agreements may all need translation. But localization also includes careful consideration of subject matter, graphics, and colors, to appeal to and avoid offending people in the target country market. Translation is costly, since it is labor intensive and often requires establishing relationships with translators outside the U.S. who have specialized knowledge of an industry. During the past decade, companies like Sunnyvale, California-based Trados, London-based SDL International, and ATRIL in Barcelona, Spain have developed software that automates part of the translation process.
Full Text Word Count:
2010
ISSN:
0360-5280
Accession Number:
15633688
Persistent link to this record:
http://search.epnet.com/login.aspx?direct=true&db=aph&an=15633688
Localization services from a user's point of view
Emily Kubo
Japan, Inc. > Jan, 2005
LOCALIZATION IS A VAGUE, all-encompassing word that can mean anything from moving the steering wheel of a car from one side to the other to changing the formatting for a telephone input box. But perhaps the most common perception of localization is actually wrong. "The biggest mistake is for people to think that localization is just taking a product and translating it," says Ulrich Henes, founder of the Localization Institute, a business that provides information and teaches the science of localization.
