“Think global, act local” is an oft-used catchphrase by marketers and a goal that many big brands aspire to. But even in this era of instant global communications, American companies are far less adept at global brand management than their European counterparts.
The problem for US companies, it seems, can be summed up in one word. “Language.” In fact fewer than a quarter of American companies are able to offer a consistent online customer experience in multiple languages, according to a study by Forrester Consulting commissioned by Global Information Management specialists SDL.
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