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Internationalization Glossary OER-CRAFTS

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INTERNATIONALIZATION GLOSSARY

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Localization
MARKET ANALYSIS

Localization means customization of all components of a product for a particular target market. These components include: product itself, customer service, any printed or online documentation related to the product, online presentation and websites, advertising campaigns, and any other marketing communication materials for the product. There are three main alternative approaches to localization: a multi-domestic strategy (think-local, act-local), an international strategy (think-global, act-global), and a transnational strategy (think-global, act-local).