The Challenges of Localization: Stubbed Toes and Deadly Sins on the Eighth Continent
On November 29th, Aquent will be sponsoring an American Marketing Association webcast entitled, "Global vs. Local: Seven Key Insights for Global Marketing and Brand Management." The featured speaker will be Donald A. DePalma, who is a business globalization analyst with Common Sense Advisory, and author of Business Without Borders: A Strategic Guide to Global Marketing.
Mr. DePalma has written extensively about the challenges associated with taking a brand or a business global, including this article on global toe dippers and toe stubbers, and characterizes the web-based, global marketplace as an "eighth continent," with all the peril and promise that that image implies.
If your company has already gone global, and your toes hurt, or if you're thinking of wading into the global waters and want to know how cold they are, you should tune in on November 29th.
Image courtesy of Charles Haynes.
