Globalization and localization of contents: Evolution of major internet sites across sectors of industry | Zendy

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Globalization and localization of contents: Evolution of major internet sites across sectors of industry

Author(s) -

Tixier Maud

Publication year - 2004

Publication title -

thunderbird international business review

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.553

H-Index - 37

eISSN - 1520-6874

pISSN - 1096-4762

DOI - 10.1002/tie.20039

Subject(s) - glocalization , globalization , the internet , adaptability , adaptation (eye) , business , economic geography , marketing , industrial organization , economics , market economy , management , computer science , world wide web , physics , optics

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. © 2005 Wiley Periodicals, Inc.

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