Globalization Insider

In this issue…

One Size Does Not Fit All! (premium) • Michael Anobile
Director’s letter (premium) • Michael Anobile
Globalizing Your Business (premium) • Kathleen Marvin, Localization Management Consultant, San Jose, Califoria
From Crunching Numbers to Weaving Scenarios (premium) • Minako O’Hagan, Victoria University of Wellington, New Zealand
LISA Profiles Theodora Landgren
Marketing the Localization Industry (premium) • Alison H. Rowles, LISA Business Manager and Controller
Executive Interview: Michael O’Callaghan (premium) • Michael Anobile & Deborah Fry
DicoPro: an Update • Colin Brace
Preaching to the Choir? (premium) • John Freivalds, JFA International
Many Hands Make LEIT Work • Sue Ellen Wright, Kent State University
FAQs and Fantasies (premium) • Robin Bonthrone, Fry & Bonthrone Partnerschaft

Preaching to the Choir?

The Need for Internal Marketing

John Freivalds, JFA International

Despite the current management focus on global business, John Freivalds argues that localization has not yet won the battle for internal corporation recognition. What is needed is more and better internal marketing.

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