Beyond Borders: Web Globalization Strategies

Thinking Like a Multinational

General Electric has made globalization a priority and it shows. Nearly half of its revenues come from outside the United States and its more than 60 country-specific web sites help make this growth possible (see Figure 4.1).

Figure 4.1. With more than 60 localized web sites, GE embraces the world, one country at a time.

But you don’t need to be a multinational to think and act like a multinational. The Internet is the great equalizer. By localizing your web site for the world, you can capitalize on markets that years ago would have been unthinkable without foreign offices. But before you dive in, you need to do ...