It involves both internationalization and localization, which are essential for successfully entering global markets. Internationalization is a multistep process whereby a product is pared down to a neutral or basic form so that it can be quickly and easily modified to suit any target market. In addition, it must provide enough space to allow for languages that require more space than the source language. Internationalization provides the necessary framework so that a product can in turn be localized. To understand how important internationalizing Web sites is, just think of having your heart set on buying something on the Net, only to find out that the Web form doesn't have a code for your province or won't accept your postal code.
Localization is the other part of the process.
It involves adapting a product so that it appears as though it has been produced locally. Translation is a large part of the localization process but additional emphasis is put on integrating target market cultural elements. Localization studies have revealed interesting information on language and cultural aspects in global marketing. A personal favourite is that some companies have miraculously discovered that certain marketing campaigns are more successful if regional spelling is used. For example, an English Canadian may not continue reading promotional material if a different regional spelling is used.