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The readings and cases in this part
offer quite different perspectives on the topic of
localization. The first case profiles CreoScitex, a
world-leading supplier of computer-to-plate systems
and solutions to the graphic arts and printing
industries. In January 2000, Canadian Creo merged
with the Israeli company Scitex, and together they
plan to be leaders in their industry sector in
Europe. Some of the challenges of the merger, and
the concerns the company has as it expands into new
cultures, are elaborated.
The
second case profiles DNA Media, which until recently
was Canada’s largest localization company. Caught
in the flood of recent consolidations in the
localization industry, DNA’s strategy and history
are outlined. The case profiles the challenges faced
by smaller localization companies, and the decisions
required if they are to be effective service
providers to globally focused client firms. In
addition, the case is a valuable source of
information about the evolution of the localization
industry and its key players.
The
readings in this Part consider the concept of
localization, that is, of how culture must be taken
into account in creating a positive and appropriate
customer experience. An elaboration is provided of
what localization is, along with hints from managers
about how to do it well.
Reading 1: Ger (1999)
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Reading 2: Drew (2000)
Reading 3: Lagon (2000) |