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The Power of Strategic Internationalization and Localization

The Power of Strategic Internationalization and Localization

While making products, services and brands accessible on a global market, an internationalization strategy is essential to achieve successful expansion. Let's look at how internationalization and localization can transform a business's approach to global markets.


Internationalization is the strategic process of designing products, services, and content to ensure they can be easily adapted for different countries without requiring significant changes. It's about creating a flexible foundation from which to launch into various markets efficiently.


How to Excel with your Internationalization Strategy

Design for Adaptability: Develop your products with a global perspective, ensuring that elements like date formats, currencies, and user interface can be easily modified. 

Embrace Global Standards: Utilize international standards and technologies that support multiple languages and regional differences from the start. 

Consider Cultural Sensitivities: In the design phase, be mindful of cultural nuances to avoid elements that can be culturally sensitive or inappropriate in other contexts. 


Examples of Internationalization

  • In 2011, Starbucks transitioned to a logo design without text, enabling it to be universally recognizable without the constraints of English text. This change allowed the brand to be more accessible internationally.
  • IKEA made its assembly instructions more globally accessible by replacing text with universal diagrams.


Difference between Globalization and Internationalization

It is important to remember that internationalization is an umbrella term that falls under globalization. Globalization is the process through which a company extends its business activities to the global market. Internationalization involves designing products, services, and internal operations to support expansion into international markets, ensuring readiness for global outreach.


Localization: The Key to Local Hearts

Localization tailors your internationalized product to align with the specific cultural, linguistic, and regulatory nuances of each target market. If done right, it transforms a global product into a local favorite.


How to Achieve Effective Localization: 

Local Language Expertise: Utilize native speakers for localization efforts when needed to ensure linguistic accuracy and cultural relevance. 

Market-specific Customization: Adapt your product and marketing strategies to reflect local societal norms and consumer behaviors. 


The Power of Strategic Internationalization and Localization

The magic happens when internationalization and localization work in tandem. While internationalization sets the stage for a brands global journey, localization ensures that it lands softly into the hearts of local consumers. A solid strategy enables businesses to not only enter new markets but also succeed and thrive in those markets.

How to build a Localization
Strategy with AI to drive Growth



Join our next webinar where our two localization experts
Gabriella Rudström and Annica Heuermann will
share valuable insights and practical tips on how 
you can use your localization strategy as a powerful
tool to expand your global reach.

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