Globalization Insider

In this issue…

Focus on Standards: How to Leverage the Maximum Potential of XML for Localization • Andrzej Zydroń, CTO, xml-Intl Ltd. & Member, OSCAR Steering Committee
Shouting Ducks and Saluting Lions: Localization Is a Business Process, Not Just a Technical Event (premium) • Leon Lee, International Generalist, Dell
Managing the Tower of Babel (premium) • Alison Crawford, Research Analyst, IDC
Editorial: The Winds Are in Our Favor This Time: The World Really Is Flat • Rebecca Ray, Global Business Editor, LISA

Shouting Ducks and Saluting Lions: Localization Is a Business Process, Not Just a Technical Event

Leon Lee, International Generalist, Dell

In last month’s issue, Leon Lee described how bringing order to chaos is the goal of every globalization project in his article, Virtual Teams at Dell Inc.: Formation, Flexibility and Foresight in the Global Realm. He argued that only through open consensus can transnational corporations execute a seamless globalization vision, whether it be for international marketing campaigns, online web site development or porting localized applications. In this month’s installment, Lee shares his thoughts on global branding and how Dell transcreates its global brand tag lines.

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