This includes taking into consideration any cultural

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Differences, language barriers, preferences, and other similar elements of the region in which you’re expanding. It goes far beyond just translating the words verbatim to a new language. Instead, true content localization envelopes the entirety of the people who live in the region and finds ways to connect with their unique needs as customers. When done correctly, it can be an excellent opportunity for companies to achieve international expansion and global brand recognition.


However, if you’re not careful, it can be a nightmare. Can Content Localization Go Really Wrong? Let’s pakistan telegram number list take a look at Home Depot’s expansion into China. In 2006, the home improvement retailer acquired a similar brand called Home Way. In the process, they expanded stores to the suburban regions of China, spending millions on advertising campaigns and content to try to attract homeowners in the area.


There was just one problem with this plan — residents of suburbs in the country are generally less affluent than their counterparts in major hubs like Hong Kong and Beijing. Meaning that many of the people they targeted with content had no means or desire to invest in fixing up their homes. Home Depot’s idea to expand to suburbs, like they do in the United States, failed miserably.