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Globalization

Few traditional retail companies are established as global enterprises. The Internet, by its nature, is a global tool. It has the potential to offer merchandise customized to individual countries and cultures and with localized language. True one-to-one marketing not only takes into account the product needs of the consumer, but also his or her social needs.

Manufacturers have been able to create products on a worldwide basis. Internet resellers have the potential to manage sales at this level, but customization is the key. Using U.S. pictures and formats for European or Asian implementation does not work. Color preference and other attributes vary widely by country. Translations alone cannot localize a site.


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