ANALYSIS
L.L. Bean is taking an incremental approach to globalization, one that limits its upfront investment and risk, yet provides measurable user feedback on which languages are in the greatest demand. Recently, there wasn’t much for non-English speakers to view—just an international help section that displayed four languages, as shown in Figure 3.
Figure 3. The L.L. Bean international help page is not very sophisticated, but it’s a start.
If someone speaks no English, the L.L. Bean site isn’t going to be much help at all. Even finding this international help page is going to be a challenge, as the International Help button is at ...
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