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Chapter 3. FIRST STEPS—AND MISSTEPS > WEB GLOBALIZATION IS RELATIVE

WEB GLOBALIZATION IS RELATIVE

The majority of companies are in the early stages of web globalization, so missteps are inevitable and quite common. And because most companies are doing a poor-to-average job at localization, you can gain a competitive edge by simply not repeating their mistakes.

Your competitive edge is relative, however. After you localize your site for a new market, you need to do as good a job, or better, than others in that market. If someone in France can choose between your web site and the sites of several local competitors, your site is going to have to be much more culturally relevant to stand apart. Web globalization is a long journey, but the following chapters will help you get off to a good start, one step at a time.


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