Are Multinationals Localizing Their Websites? The Link between Managerial Attitudes and MNE Web Content

December 20, 2012

N. Singh, D.W. Baack, and J. Bott (2010). International Journal of Commerce and Management, 20(3), 232-245.


A body of literature stresses the importance of localization, but there is little to no exploration of the link between managerial attitudes toward localization and a firm’s localization activity. The authors used two phases of empirical research: a survey of localization attitudes for 65 Fortune 500 managers and a content analysis of localization practices of 27 German websites. They compared manager perceptions and understanding of firm web localization practices to the actual localization on firm websites and found that multinational enterprise managers do consider localization to be important and that a managerial focus on localization, and on some of the important localization processes for web content, can lead to more localization of that content.